Building Zero Co's mental availability amongst everyday Australian households was a key component of my 2022 communications strategy. I enlisted creative agency, Jack Nimble, to help develop some TV'c's which formed part of a low-weight broad reaching campaign. From a list of 7 concepts, there was a clear "black sheep" idea amongst them...I made the call to run with this idea because of its memorability and impact. This 2 month campaign across catchup TV and a R+F campaign on Facebook delivered 2.5 million reach, with over 500,000 people watching the ads >75% of their duration. As reach began to climb, so too did traffic and conversions.