Case studies

1) Client: SOCOG

Goal: To create, provide content, management and production services for the official Sydney Olympic and Paralympic Games website.
What we did: In a major international success, Magnesium won the worldwide tender to launch the official website for the Sydney 2000 Olympic Games and manage all content. We created a site that registered 11.3 billion hits and 9 million unique visitors (across 77,000 pages in 16 days) to become the most intensely used website in history at that time. The website was a key to reaching large budget ticket sale targets, disseminating a massive international educational program and ensuring the quality and accuracy of all news and results details.


2) Client: Medtel

Goal: To urgently reposition Medtel’s products by diversifying its cosmetic/pharmaceutical range and creating a new selling proposition.
What we did: Within four weeks, Magnesium had benchmarked a competitive analysis of all Medtel competitors in Australia and New Zealand. Next, we carried out several hundred comprehensive consumer surveys. Using the consumer information we collected, we developed a series of potential new brand names as well as 120 brand images. We then market tested these throughout Australia to gain a comprehensive understanding of consumer preferences. From these findings, we compiled a written and visual report, including a suggested course of action, which Medtel immediately accepted.


3) Client: Magic Millions

Goal: To fundamentally revamp Magic Million’s printed sales catalogues by developing a new business model encompassing the 21st century world of digital technology.
What we did: Magnesium conceptualised, developed and then implemented a ‘digital revolution’ by creating a digital catalogue platform that drastically improved the presentation and distribution of Magic Millions’ content. We completely digitalised a dozen previously paper-only auction catalogues (encompassing over 8,000 pages of daily-updated data). The new technology allowed owners and buyers of yearlings to “cherry pick” possible candidates according to their own unique set of variables. Hence, clients around the globe were able to create infinite custom-built or bespoke digital catalogues according to their individual preferences.


4) Client: Newcastle Bicentenary Events Corporation

Goal: To uniquely celebrate the history of Newcastle
What we did: The NBEC chief executive contracted Magnesium to work with the University Of Newcastle on a detailed 6-months research, writing and design project to produce the celebrated 220-page large-format coffee-table-style book “Hidden Newcastle: Urban Memories & Architectural Imaginaries”. The book was subsequently showcased and distributed at major public functions throughout the Bicentenary year to highlight to history and culture of Newcastle over the preceding 200 years.