Comments on: Adtech: ‘Standalone campaigns are dead and Best Job missed a trick’

By: jb

jb — Fri, 26 Mar 2010 12:07:47 +0000

Oh yes they did and are. TQ is still communicating with their community . . . and making the most of the millions of dollars of publicity their scored from a small budget campaign.

By: Finlay

Finlay — Fri, 19 Mar 2010 21:51:52 +0000

The major issue is that Sapient Nitros’ best job in the world campaign was followed up by Clemenger’s Monkeys fiasco. It only lasted a few weeks so I assume it was rightly pulled. Totally disconnected and missed a major opportunity. So ironically the flaw was with Clemenger’s follow up and this was pointed out by Clemenger!

By: Janine

Janine — Fri, 19 Mar 2010 01:42:40 +0000

We all know TQ Best Job was a great campaign, but let’s not get precious and bag anyone who suggests it could have been even better.

Nic’s comment is spot on – continued engagement, rather than campaign-centric thinking – is a far more exciting way for a great idea to deliver its full potential.

By: Sarah

Sarah — Fri, 19 Mar 2010 01:17:31 +0000

Awesome about the publicity. But it it increase tourists to QLD? Anyone know?

By: ad:tech Sydney 2010 « stuff and junk

ad:tech Sydney 2010 « stuff and junk — Fri, 19 Mar 2010 00:38:57 +0000

[...] Adtech: ‘Standalone campaigns are dead and Best Job missed a trick’ [...]

By: JP

JP — Thu, 18 Mar 2010 21:56:19 +0000

“Sharpest ad:tech panel”

http://www.ad-tech.com/sydney/.....ssion=1322

By: Joey

Joey — Thu, 18 Mar 2010 07:38:34 +0000

The interesting thing with this campaign was that apart from it being great, generating a huge amount of publicity & garnering copious awards for Sapient Nitro, in the end Sapient Nitro lost the account & it went to Clemenger.

By: Couch

Couch — Thu, 18 Mar 2010 05:47:33 +0000

Bottom line is it generated over $400 million worth or publicity.
Congratulations Tourism Queensland!
Was the agency Clemenger, no.

By: Lara

Lara — Thu, 18 Mar 2010 04:56:20 +0000

I was in both sessions at Ad:Tech and thought Nic’s point was a good one about not making the most or taking complete advantage of the Best Job success…..

I then attended the Best Job case study presented by Sarah Whyte immediately after where she presented the campaigns TQ have since added to the campaign (including TV series on Nat Geo) including their Best Beach campaign etc etc

Let’s face it, it was a bloody good campaign that was executed brilliantly and you can either pull it apart and be critical or congratulate TQ and their agencies on its success. It’s ok to look at the success of someone else’s work from time to time and say ‘well done!’

By: FOOT-IN-MOUTH

FOOT-IN-MOUTH — Thu, 18 Mar 2010 02:07:30 +0000

Nic Hodges Clemenger/BBDO’s Digital director should’ve remembered TQ is a Clems client before he started telling TQ [and others] how stupid they were. Maybe that explains the ‘back-down’ in the additional comments to Mumbrella.
Lesson learnt: Think before you speak.

By: Mike

Mike — Thu, 18 Mar 2010 00:45:58 +0000

“They had that many people engaged in an idea. There was the opportunity to make that an ongoing thing and do Best Beach in the World, Best Pub in the World, Best View in the World, or turn it into a travel site. I don’t care what they do with it, but the fact is that they had a bunch of people who were engaged in an idea and a community that formed almost overnight and they did nothing with it.”

Enough said.