Case Study 1 :: Koala

Change Our Tune

Koala is a young Australian furniture company that makes quality design affordable. They wanted to move their positioning from being the Aussie alternative to IKEA to a more mature and independent identity. That’s why we decided they weren’t just furniture experts but home experts. And what’s a home? In Australia, like in many countries, that can be a loaded question. That’s why we invited our audience to chip in with ‘Change Our Tune’, a campaign that asked anyone to submit new lyrics to update the classic ‘Home Among the Gum Trees’.

The video invitation was complemented with billboards in high traffic areas, all leading to a website where people could submit their lines.

We created content videos to spark the conversation about topics we wanted people to reflect on and give us their perspectives.

And then we did what we promised. We engaged with Riverboy, son of Wally Johnson, who co-wrote the original ‘Gum Among the Gum Trees’ with his mate Bob Brown.

And here’s the result, as a music video and as a track on Soundcloud, to keep the conversation going with a very different audience.