Indholdsfortegnelse for November 2016 i AdNews

Virtual reality (VR) is the new tech platform of the moment. But, it can often stray into the realm of a gimmick. However, Commonwealth Bank's (CBA) latest push 'The Teleporter Adventures', is anything but, according to both the brand and the agency. It has created a kids' storybook complemented by VR content to offer children – and their parents – an immersive experience that also teaches them financial literacy. Sammy the Space Koala is the first in a series of educational VR storybooks the bank intends to create. The moral of the tale, as Sammy visits planets to find the perfect gift for her grandmother, is to learn the difference between a need and a want and to make financial decisions accordingly. The koala can buy three items to take…

Using scantily clad women in ads to sell everything from beer, to tyres, cars and cologne has been commonplace and provocative, with suggestive images in ads certainly able to get people's attention. But sex so easily turns into sexism. Clunky, poorly executed ideas do nothing but perpetuate stereotypes, encourage blatant sexism and misogyny. It's almost taken as gospel but in a world where gender equality is a pressing matter, should advertisers be looking a little further than the bedroom for their inspiration? Tapping into sex can be a lazy, easy way to sell, but any kind of creative that sells products in a way that is degrading or objectifies women, or men, or anyone for that matter, should be relegated to the history books. But there are recent examples that…

It’s 7:30AM. As you head out the door to work, your cloud programmed virtual assistant updates you on local traffic conditions. It then turns off all the lights behind you. You hop into your driverless uber. The most pressing issue occupying your mind is what tunes to listen to. No problem. Playing the role of virtual DJ, Siri rolls out the top 10 songs based on your preferences. This isn’t some fanciful future. The Artificial Intelligence (AI) revolution is already penetrating all facets of our lives. Google has just purchased approximately 15 AI-focused businesses in the last three years alone – billions of dollars of investment. In September, Uber deployed a fleet of driverless cars on the roads of Pittsburgh, Pennsylvania, the first time self-driving cars have been so freely…

SIMON LEE In a world that is constantly changing and doing so at a dizzying pace, there is a measure of comfort in knowing that some things have never (and therefore will never?) change. So, whilst there is nothing particularly entertaining or attention–grabbing about this ad — and the Billy Joel track probably swallowed two thirds of the production budget — after watching it I do kind of like the thought of kicking back with enough cold Coopers to drown out at least some of the painful absurdities of early 21st century life. I guess its job is done. ANDREW HOWIE If craft beer is your religion, then prepare to meet your god. I’ve bastardised someone’s famous quote there, but I’m OK with that. I love this beer. Coopers’ Sparkling…

ANDREW HOWIE If you, like me, are worried that there are more guys in this ad than beers, then stay calm. I watched it a few times to make sure it all adds up. And we are ok. Not a bad trick from the agency to get you to watch it five times, I must admit. CUB has gone pretty hard behind this brand in an attempt to wrestle some market share away from the behemoth XXXX Gold. It’s a nice spot. It is a beer worth sharing with mates. I get it. Craft is not bad and with the almost stifling regulations beer advertising faces these days, there is not too much more you can do to get this idea across the line. Great job, Northern. SIMON LEE Whether…

Judges Comments “The entry demonstrated a great executional partnership beyond paid, creating an organic movement of ‘Bad Sweaters’ across the country all built from a brave strategic execution.” OBJECTIVE Canadian Club had been seeing consistent growth, but was being overshadowed by competitors, especially when it came to targeting a younger crowd. The brand had ambitious targets of a 50% boost in social conversations, strong trade and retailer involvement and feedback and 10% incremental value growth in sales across the campaign. CAMPAIGN Unity Communications landed on the insight that while what is cool changes, the basis always remains the same — the confidence to be different. Matched with the brand’s heritage of being tongue-in-cheek, Unity decided to celebrate the 'uncool' and use the assets of media partners ARN and Emotive to…

Judges Comments “The strength of this entry confirmed that a solid insight into media behaviour can in fact build a campaign construct that informs content and approach. Solid results were attained by marrying data and media understanding into transactional moments, within which KitKat cleverly framed the action all humans take which is defaulting to the digital world to have a break. A great example of how can brand integrate and leverage itself against existing human behaviour.” OBJECTIVE Everyone knows the tagline, ‘Have a break, have a KitKat’ but the problem facing KitKat was, despite being synonymous with breaks for decades, the product seemed dated. The challenge for KitKat was resurrecting ‘breaks’ and the brand as well. CAMPAIGN While KitKats and breaks are still intrinsically linked, MEC had to research what…

Judges Comments “A well thought out strategic approach that was then implemented in an engaging and unique way in the B2B category with results directly attributed to the campaign activity.” OBJECTIVE The grain farming industry has one of the most advanced R&D divisions in the world, the Grain Research and Development Corporation (GRDC): a statutory corporation that reports into the Department of Agriculture. Currently 22,000 grain farmers pay a levy to the GRDC but most are oblivious to what it does. The challenge was to get the attention of farmers and government to raise awareness of the issues facing the industry and highlight how the GRDC supports farm productivity through innovation. CAMPAIGN The strategy was to build from the insight that the GRDC produced reports for corporate governance but hadn’t…

Judges Comments “The judges believed this entry championed innovation to its core. It leveraged a rich insight into the parent child ritual of Christmas preparation and landed an original and emotive campaign idea. This idea was effortlessly translated across all aspects of the communications landscape including: social, database, experiential activations and content development. The strength of this work lies in the core idea driving both innovative behaviour and campaign effectiveness.” OBJECTIVE Lego wanted to boost the interest in its products around Christmas in the year following the highly awarded The Lego Movie, and outperform Lego’s previous successful Christmas sale period, despite a reduced marketing budget. Three success metrics were put in place: increasing sales by 14% year-on-year, increasing social engagement by 50% year-on-year and retaining the brand’s number one position.…

Judges Comments “The Initiative undertaken to support Heart kids showed innovation an idea with internal commitment and delivered great results with a direct and positive impact on 2000 families. It was clearly part of the agencies fabric .” OBJECTIVE The single biggest cause of death for children under one in Australia is heart disease. HeartKids receives no government funding and relies heavily on donations. The main fundraising initiative for HeartKids is Sweetheart Day, which on Valentine’s Day encourages people to donate what they would spent on gifts to the charity instead. For 2016, the charity signed on Shane Jacobson as an ambassador, but two months out from the day had no media strategy to spread the word. After UnLtd connected Initiative to HeartKids, the agency aimed to make the latest…

“In my opinion, it’s still the most effective medium so while there are audience losses, we still believe in the effectiveness of television return on investment.”Ashley Earnshaw, Carat Australia It is 60 years since TV sets first switched on in this country and the medium overcoming 'imminent death' is worth reflecting on. When Pay TV came in the mid-90s, many predicted linear free-to-air TV would fall by the wayside, but it didn't. With the SVOD invasion in 2015 and the rise of YouTube and Facebook as online advertising platforms, some predicted the death of linear TV was only a matter of time. But broadcast TV still has the largest reach and audience share, with 88.1% of Australians watching each week, marginally down from 88.3% a year ago. In fact, after…

ANDREW HOWIE There’s a nice idea hidden in here somewhere. Men like to have a go. We like to try and work things out for ourselves. Reaching for the instruction manual is admitting defeat. I can’t help but feel though that consumer link testing and the marketing department ruined this for everyone. “We need to show the modern man who is capable of cooking fish on the barbeque. Make sure he is white and so are his friends. In fact, make sure everyone in the ad is white because Asians don’t drink beer. Nor do chicks.” It is only one or two of the scenarios where the idea is even clear, which is a bit of a shame coming from a brand that delivered the greatness of ‘the beer economy’.…

Judges Comments “An inspiring piece of work, which generated an ‘I wish I had thought of that’ reaction. Lego played to its strength, which is that they exist in most Australian households, however deciding to expand into enhancing a cultural truth - that building the Christmas tree is a family ritual - was a smart move and helped to make the brand relevant. This was a great campaign idea that was executed well and travelled seamlessly across multiple platforms.” OBJECTIVE In the year following the highly awarded The Lego Movie, UM had the ambitious task of outperforming Lego’s previous Christmas sale period success despite a reduced marketing budget. The campaign had three success metrics: increasing sales by 14% year-on-year, increasing social engagement by 50% year-on-year and retaining the brand’s number…

Judges Comments “A best practice example of modern media trends using mobile. It stood out for being a business solution to a tricky problem targeting hard to reach people. Great example of a challenger brand doing what they do best. “ OBJECTIVE Suncorp wanted to take advantage of the boom in the Sydney real estate market and had record targets in its sights: 50% growth in Sydney home loan lodgements and 25% in digital lead generation year-on-year. The targets were made even more difficult given the realities of the market: the big four banks dominate the industry and Suncorp, a Queensland brand, had low awareness in the market. In addition, it had a media budget that was less than a quarter of the major banks and had only 3% share…

Judges Comments “A smart insight that taps into the Australian psyche in a unique and humorous way. The strategy and content resonated with the audience and delivered sensational results. An incredibly well written and articulate entry.” OBJECTIVE Despite being part of the popular superhero cannon, the latest Marvel film Deadpool had some challenges. As it was classified MA15+ the typical superhero film family audience couldn’t watch it and the character was relatively unknown outside of superhero fans. The film was also launching on the same opening weekend as Zoolander 2. Despite this, 20th Century Fox wanted Deadpool to launch with a bang, eyeing $12 million at the box office and to have more interest than Zoolander 2. CAMPAIGN Zenith started with the insight that 50% of cinema-goers were tired of…

Judges Comments “The Best Biscuit campaign for the Red Cross is a great demonstration where a unique strategic insight leads to implementing an owned asset that transforms into its own media channel with a single-minded creative idea. By taking advantage of millennials’ obsession with food, supported by Australia’s best-known chiefs, the humble biscuit you receive after giving blood, makes the act of giving blood seem both heroic, yet simple and everyday.” OBJECTIVE With the need for blood services increasing but donor interest remaining flat, the Red Cross Blood service needed a relaunched donation drive, in order to boost the number of enquiries it received about donating blood. The campaign had two main objectives for success: to boost blood inquiries by 10% year on year and to get social media engagement…

Judges Comments “Judges loved that media was intrinsic to creating social change and importantly creating enduring change. This work was simple and smart and an example of a good community campaign.“ OBJECTIVE The introduction of the Return to Work Act in South Australia imposed a new challenge for those injured in the line of duty. The legislation forced a two-year cap on income maintenance and a three-year cap on medical expenses for those injured in workplace accidents. The Police Association of South Australia was concerned the legislation would leave injured police officers and their families left to fend for themselves and needed to drive public support. It tasked KWP with the aim of getting at least 500 petition signatures so they could negotiate with the government. CAMPAIGN The strategic approach…

Judges Comments “Judges were impressed with the number of initiatives to inspire the team, bringing them on the journey. The message is clear; working harmoniously delivers amazing output. “ Winner: Lego Everything is in fact awesome when it comes to the Lego brand, with its marketing team being named best of the bunch. Lego has had a stellar few years globally, with it being able to create what was heralded as native advertising at the greatest scale with its a feature film in 2014, but on Australian shores the brand has been striving to keep that strong momentum going. While it can be said that Lego is in most households in Australia, the brand needed a way to remain top of mind at Christmas time and it, along with its…

Judges Comments “With a strong strategic direction and clear link to execution, this campaign delivered a fundamental change in consumer behaviour in a category renowned for deeply entrenched habits. Breakthrough with Boring did exactly that, accelerating patient take up and almost doubling benchmarked objectives.” OBJECTIVE Australia’s healthcare system is overstretched, a fact not helped by the $1 billion in annual costs from low-acuity or 'GP-like' cases being admitted to emergency departments. The problem is most Australians are unaware the National Home Doctor Service provides a bulk-billed after hours home visit service. The service enlisted the help of Cummins&Partners to stabilise the number of low-acuity cases clogging emergency departments. Other measures of success included generating a million visits for the year or the equivalent of a 25% increase in the number…

What's it been like to join a heritage brand like Kodak and try to move beyond its past? Joining Kokak is a combination of a privilege and a mission. I’m of a generation that grew up with Kodak and I feel like I’m just one of many stewards of the Kodak brand. It's a brand that so many people around the world carry in their hearts, it's a brand that's long been the preserver and protector of people's memories and ultimately it's a brand that enables people to create expressions of what they see and share that with others. So the prospect of taking those core attributes of such a powerful and meaningful brand, ensuring that those attributes sing in today's marketplace is actually surprisingly not that difficult to do.…

ANDREW HOWIE I think of myself as a bit of a weekend handyman. In reality, I am a really white, white collar guy with a pretty sweet set of tools. I spend a fair bit of time getting real handymen to fix the things I’ve broken. You know what though, after a hard day of digging a hole and watching it fill with water, I love a cold VB. I like this ad. It’s a real beer ad, for a real beer. In a modern world where people get ‘offended’ by stuff all the time, I’m sure some guys get a bit upset that they aren’t hard enough to open a bottle with their bare hands. That’s easily fixed. Wear a glove. That’s what us handymen do you know. We…

Whether it’s through the use of an affiliate marketing program or display and retargeting campaigns, performance marketing is seeing massive growth. The advancement in data and tech have progressed these channels and through the accuracy of targeting and growth of dynamic creative fuelled by data insights, these marketing techniques now represent a significant percentage of online revenue and often offer the strongest return on ad spend. Rakuten Marketing MD Anthony Capano says performance marketing’s growth in the past 18 months, has been “extraordinary,” with more of the top 100 retailers than ever before now engaging with the channel. Rakuten Marketing’s Affiliate Network saw same store sales increase 102% in 2016, with mobile accounting for 40% of all clicks and 24% of all orders Key points: • Affiliate Marketing in Australia…

1. Oporto Name: Emily Burgess Age: 23 Occupation: Personal assistant I think this is a beautiful ad and I adore the Portuguese culture. I love how cooking is their passion and this ad portrays that perfectly, with the flames, smiles and bright colours. The music makes the whole ad! 2. Weight Watchers Name: Leah Senington Age: 31 Occupation: Charity events/ marketing executive I spent the first few frames trying to establish if this was a domestic violence ad rather than an empowerment piece, so that makes the brand association very weak. The cinematography was well done and the choice of model created realness to the piece. The sexual reference was not embedded in the ad making it unnecessary, instead of a strong emotional tool. The product placement wasn’t clear until…

Judges Comments “In a cluttered category, this campaign stood out for its bravery to do things differently in the face of a budget dwarfed by the competition. There was smart use of content, distribution and importantly for the judges, tangible evidence of its contribution to unprecedented sales success.” OBJECTIVE OGX is a US-based challenger hair care brand that, until 2015, had pushed its advertising budget into adapting American creative for Australian magazines. That is, until OGX tasked Foundation with making it a real competitor in this market positioning it as an aspiration product. Key marketing objectives included increasing its footprint through sales volume and share by converting customers away from other super premium brands. CAMPAIGN Foundation started by identifying who the Australian OGX buyer was: younger, living at home, with…

Judges Comments “This is a fantastic demonstration of a lovely insight, executed brilliantly that drove business results beyond expectations despite the brand challenges – a star!” OBJECTIVE UM had the ambitious task to outperform Lego’s previous Christmas sale period success despite a reduced marketing budget. It came in the year after the success of the highly awarded The Lego Movie. The campaign had three success metrics: increasing sales by 14% year-on-year, increasing social engagement by 50% year-on-year and retaining the brand’s number one position. CAMPAIGN The strategy implemented by UM was to embed the brand into one of the key family rituals of the Christmas season — decorating the tree — by framing Lego as a way for families to customise the star on top of it. Core to the…

Judges Comments “Lining up all the elements was obviously complex. Integrating all the elements to optimise a small resources was impressive.” OBJECTIVE The big four banks dominate the real-estate loans industry but Suncorp wanted to take advantage of the boom in the Sydney real estate market. It had record targets in its sights: 50% growth in Sydney home loan lodgements and 25% in digital lead generation year-on-year. Suncorp, a Queensland brand, had low awareness in the market and it had a media budget that was less than a quarter of the major banks and had only 3% share of bricks and mortar branches to service the customer base in NSW. CAMPAIGN Banks typically fight for market share of home loans by cutting rates but without this financial differentiation to entice…

 Judges Comments “What the judges loved was that is wasn’t just about the product. Lego had taken an old ritual and created a new moment that the brand could own. Every touch point had a clear purpose across the paid, owned and earned spectrum, creating a whole that was greater than the sum of the parts.” OBJECTIVE The Lego Movie had put Lego back on the map and in the year following its huge success, UM had the ambitious task of outperforming Lego’s previous Christmas sale period success despite a reduced marketing budget. The campaign had three success metrics: increasing sales by 14% year-on-year, increasing social engagement by 50% year-on-year and retaining the brand’s number one position. CAMPAIGN To boost the interest around Lego over Christmas, the strategy was to…

Judges Comments “Innovation and the use of new technology were brought to life throughout this entry. And it was innovation and technology that delivers and provides utility, not just a creative idea. Val Morgan continues to deliver, challenge the norm and innovate in the category both through their work and also through its people-led initiatives that deliver to their staff but also the broader industry.” Winner: Val Morgan Pioneering technology, market leading integrated partnerships with the likes of Mondelez, Mars, Pedigree and Hoyts, as well as spearheading technical innovations such as virtual cash registers and time-targeted ad serving, are just a few examples of how Val Morgan has sustained and pushed for a solid track record. Val Morgan has never taken its eye off the ball when it comes to…

“It gave some very great, smart people the chance to really shine and it ensured that the way in which money was invested was seen to be as important and as interesting as the way the creative story was told.” Anne Parsons Managing director Cherry London, former CEO of MediaCom Australia. ANNE PARSONS is one of the enduring figures of the Australian media industry. Now living in Paris and commuting to London every week to run her agency Cherry London, Parsons is this year’s inductee to the Media Federation of Australia Hall of Fame. She is the first woman to be admitted and was one of the first female media agency CEOs in Australia. Parsons carved a niche for herself and remains one of the most respected figures in the…