News Corp gives away free tablets to grow digital numbers claiming strategy is ‘profitable’



Australia’s largest newspaper publisher has launched a major marketing push across its tabloid newspapers giving away a Samsung tablet, in an effort to bolster digital subscriptions.

News Corp marketing boss Damien Eales, who was earlier this week was promoted to head the publisher’s sales function on a “temporary ” basis, said that despite the upfront costs of giving away the tablet devices the promotion was profitable because consumers were being asked to pay for a 12 month subscription upfront.

“All of these subscriptions are significantly profit positive over the lifetime of the relationship,” Eales told Mumbrella. “Because the customer is buying an upfront 12 month subscription there is no churn in the first 12 months. That enables you to give customers greater value and we earn a greater return for our shareholders. It is a profit positive from day one.” Read more »

Dolmio Pepper Hacker is a legitimate campaign argues Clemenger Sydney’s technology chief

One of the people behind the Dolmio Pepper Hacker device has said it was not just created to win awards, but admitted it is a “prototype” and will not be available for consumers to buy any time soon.

Yesterday Clemenger BBDO Sydney released a video showcasing the device, created for client Mars Foods, which it claims is able to power down TVs, shut off Wifi and mobile apps in an effort to end dinner time distractions.

Some Mumbrella commenters questioned the legitimacy of the campaign, and whether it broke Australian laws by blocking mobile phone signals.

Brendan Forster, head of creative technology at Clemenger BBDO, told Mumbrella it was a “brand campaign” based on the insight of bringing families together at meal times, and aimed to “build conversations on social networks”. Read more »

Top Gear Festival future decided ‘by next week’ amid doubt over contracts of Clarkson co-hosts

Top Gear

Email promoting the Top Gear Festival event

The company behind the Top Gear Festival Sydney has said it will have a decision on the future of the event “no later than next week” after some fans took to social media demanding refunds following the sacking of host Jeremy Clarkson.

Whilst it has been marketed as the first time all three Top Gear hosts, Clarkson, James May and Richard Hammond, would be at the money spinning event, news reports overnight have suggested May and Hammond are also ready to quit the show throwing their appearances in doubt.

Some sponsors have told Mumbrella they are in talks with organisers Brand Events Australia over the implications of not having all three hosts there. Mumbrella understands that an announcement could be made as soon as this afternoon.

Images of the trio are still featured on the Festival’s web page. Tickets for the event, due to take place at Sydney’s Eastern Creek race track, range from $49 for a general admission pass to $399 for a ‘Superfan’ pass.

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Yahoo7 appoints Ninemsn network editor Simon Black as head of news for digital publisher

Simon Black


Yahoo7 has appointed Ninemsn’s network editor  Simon Black as its head of news replacing editor-in-chief Michael Wade.

Black has been network editor of Ninemsn for the last five months and was previously news editor of the Mi9 news site.

Caroline Casey, Yahoo7 product and audience director said: “Simon has fantastic experience across a range of media, and is a great fit for our business as we continue to expand our products and capabilities.”
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Cadbury hoists giant egg in air in Royal Botanic Gardens to launch Easter celebrations

Cadbury has unveiled a giant Easter egg at Sydney’s Bennelong Lawn in the Royal Botanic Gardens which will be cracked in front of a live crowd as part of Cadbury’s Easter celebrations this Sunday.

Cadbury Easter

The egg measures five metres by 3.4 metres in diameter is being held by a structure 10.5m high and positioned with a hammer teetering just above it. The activation has been worked on by Saatchi & Saatchi, Wonder and Red Agency. Read more »

Victoria Bitter pays homage to Gallipoli fallen in TV ad for its Raise a Glass Appeal

The latest ad for Victoria Bitter’s Raise a Glass campaign shows a group of young men stood whistling It’s a Long Way to Tipperary, commemorating the heavy losses suffered by the 16th Battalion during the battle of Gallipoli a century ago.

Created by Clemenger BBDO Melbourne, the new campaign focuses on the contribution the battalion, which saw 338 of its 600 men killed during the charge of Bloody Angle on the hills at Gallipoli, made at the battle.

The ad starts with all the men whistling the song which they sung as they made the charge, and shows them bowing their heads and stopping whistling one by one to represent the fallen.

Clemenger BBDO Melbourne executive creative director Ant Keogh said: “In the Victorian State Library, we came across a thin pink book. It was the sketches and diary of Ellis Silas, Signaller of the 1st IAF 16th Battalion, recording his experiences at Gallipoli.

“In 1915, the 16th Battalion made a charge over particularly challenging terrain. They were immediately met with heavy resistance and the casualties were high. But instead of retreating or hiding they charged on, singing It’s a long way to Tipperary.” Read more »

Jeep partners with Richmond Football in hour-long documentary to screen on Channel 7

Jeep Australia has partnered with the AFL’s Richmond Football Club in a branded documentary to be aired on Channel 7 giving fans a one-hour insight into the club’s pre-season preparations.

On Track

Produced by Cummins & Partners, the creative agency for Jeep Australia and on the creative roster for the AFL, the show aims to highlight the hard work, dedication and “emotional strength” a team required to ensure a successful season.

Fiat Chrysler director of marketing Mark McCraith said: “As co-major sponsor of the Tigers for the past five years, the Jeep ‘Don’t Hold Back’ mantra is perfectly aligned with the club’s values and it was particularly special to see it in action over the pre-season journey. Read more »

Manly brewery 4 Pines Brewing Co launches Pale Ale range with digital campaign

Manly brewery 4 Pines Brewing Co is promoting its ‘Bastard Children of the British Empire’ range of Pale Ale with a digital and social campaign aimed at bringing 200 years of Pale Ale history to life.

The campaign, created by OddfellowsDentsu, sees each Pale Ale in the range of six tell a different chapter of the history of the beer, with the agency also creating the beer’s labels. 4 PINES BOTTLE RANGE

Adrian Lugg, chief of arts and crafts at 4 Pines, said: “4 Pines is really keen to simplify craft beer, to educate beer drinkers and introduce them to the quality they deserve. Craft beer isn’t just about a bunch of bearded, poncy toffs sat around talking about bouquet, it’s about history and process and the final product you see in your glass. Read more »

World Cup Cricket semi-final draws 1.6m handing Nine a dominant audience share

Australia’s 95 run win over India in last night’s second Cricket World Cup semi-final saw 1.6m people tune in on Channel Nine last night for the second innings, handing the network a commanding audience share victory for the night.

The strong audience came on a night when many of Nine’s rivals ran dead in the face of the major sporting event, with Seven choosing to screen four episodes of Home and Away, which drew 674,000 people, followed by a rerun of the 1990 movie Pretty Woman, which had 486,000 viewers, according to Oztam’s preliminary overnight ratings.

The first innings of the cricket which started at 2.30pm Eastern time got 790,000 viewers and helping Nine to a massive 36.6 per cent audience share on its main channel. Fox Sports also booked a bumper audience with 393,000 viewers for the second session, and 240,000 for the first. Read more »

Kids talk about what sport means to them in video for Australian Sport Commission

The Monkeys have created a new campaign to promote Sport Australia’s Play.Sport.Australia initiative, aimed at getting more kids into playing sport.

The film features a number of children involved in different sports talking about what it means to them and their families.

The Monkeys co-founder and CCO Justin Drape said: “It has been an inspiring experience to meet and work with the next generation of Aussie athletes. Their unguarded self-belief is infectious.” Read more »

Twitter launches streaming app Periscope as rival to popular Meerkat product

periscope logoTwitter has unveiled its rival to the emerging Meerkat live streaming app, Periscope, allowing people to stream from their phones to their followers on the social networking site for free.

Meerkat was the breakout platform to emerge from the recent SXSW Interactive conference, and has led the explosion in popularity in this form of live streaming, which has been tipped to be the technology which has the greatest influence on the US Presidential election next year by the former social media advisor to Barack Obama.

Both apps allow anyone with a mobile connection to live stream what they are doing, offering audiences “a shared experience” with the user, according to a Twitter blog post on the launch. Read more »

Morning Update: Jaguar attempts high-wire crossing of the River Thames

AdWeek: Jaguar Attempts an Insane High-Wire Crossing of the River Thames

Did Jaguar’s high-wire stunt above the River Thames in London make a big splash? You’ll have to watch and find out.

Suspended about 60 feet above the murky depths at Canary Wharf, Jim Dowdall, a veteran Hollywood stunt coordinator, attempted to drive the new Jag XF sedan roughly 787 feet across a pair of tiny carbon-fiber cables, each about the width of a human thumb.

The car was fitted with specially grooved wheels and a safety “keel” on its undercarriage for Tuesday’s crossing, which was, naturally, broadcast live online. According to Jaguar, the stunt was designed to promote the car’s lighter, mainly aluminum frame. It aimed to set a record for the world’s longest high-wire drive.

Read more »

Peter Greste challenges ‘parochial’ Australia over lack of international coverage

Peter Greste Freed journalist Peter Greste has challenged Australian editors to ramp up their coverage of international affairs arguing too much of the local media is “parochial” and that audiences will respond positively to more global news.

The Al Jazeera reporter, who was jailed for more than 400 days in Egypt, also used an to the National Press Club today to challenge advocates of press freedom around the world to come together on a set of global set of principles on media freedom called the Universal Media Freedom Charter.

“This will make me quite unpopular amongst a lot of editors,” said Greste. “I am disturbed by the lack of coverage of world affairs. I don’t think we pay sufficient attention to what is going on around us.

“I know that this is largely because editors, pollsters and marketing guys have said Australians aren’t that interested in international news, that they are much more interested in what is happening in the neighbourhood than what is happening overseas. Read more »

Former Endemol head of digital Lulu Wilkinson joins Edge as group managing editor

Lulu_wilkinsonFormer head of digital at production house Endemol, Lulu Wilkinson, has joined content marketing agency Edge as group managing editor.

Wilkinson left Endemol in December with her departure from the production company flagged by Mumbrella last August, when head of development Nathan Gibbs also left the company.

She worked on the creative development and interactive experiences on several productions during her seven years at the company including Big Brother, Offspring, Legally Brown and Gallipoli, and will spearhead the Edge’s work with clients including Optus, Suncorp, Bupa and AAMI.

Read more »

Dolmio creates pepper grinder which powers down Wifi in order to have a tech-free dinner

Dolmio has turned to technology to help defeat the scourge of screen-obsessed children with the launch of its Pepper Hacker, a pepper grinder which powers down TVs, shut off Wifi and mobile apps in an effort to end dinner time distractions.

To demonstrate how it works, Dolmio “secretly filmed” reactions of the technology obsessed families once their tech was switched off and dinner was served.

The campaign, created by Clemenger BBDO Sydney, is a response to research which found two thirds of Australian households report arguments over the use of technology at dinner, with four out of five families saying it should be banned at the table. Read more »

Mondelez International unaffected by Kraft merger with Heinz, company says

mondelezMondelez International Australia will not be affected by the global merger between Heinz and sister company Kraft Foods, with the company remaining independent of the $40 billion deal.

Kraft split its operations three years ago into two public companies, Mondelez International and a new Kraft Foods Group, bundling all its Australian operations under the Mondelez banner.

However, it is unclear whether Heinz’s operations in Australia will be affected by the merger which creates the world’s fifth largest food company, and is expected to produce savings of US$1.5 billion by 2017 worldwide, with the consolidation of media buying and creative work likely to be among the areas identified for potential synergies.

A spokeswoman for Mondelez in Australia said the merger has no bearing on the Australian business even though products, including Vegemite and peanut butter, continue to carry the Kraft brand. Read more »

Nick Falloon to replace Roger Corbett as Fairfax chairman

Fairfax Media Fairfax Media has named former Network Ten chairman Nick Falloon as the replacement for its board chairman Roger Corbett, who will step down in August.

The appointment was announced to the Australian Securities Exchange (ASX: FXJ) today with Falloon being appointed to the board as a non-executive director of the company.

“Mr Corbett has indicated today it is his intention to stand down at the end of August following the signing of the full year accounts for the current trading year. Nick Falloon will then assume the chairmanship of Fairfax Media Limited,” said the company in a statement.  Read more »

iiNet promotes ‘quota free’ Netflix deal with its brand spokesman getting square eyes

iiNet has launched its marketing campaign based around its quota-free Netflix offer with a TV ad showing face of the brand Finn getting “square eyes” from watching so much TV.

The campaign, created by Marketforce, follows on from the official arrival of Netflix in Australia on Tuesday after it had announced earlier this year iiNet customers would be able to access Netflix, via Fetch TV, without it affecting their data-caps.

Optus has also released a series of spots featuring comedian Ricky Gervais to spruik its unmetered Netflix offer.

Read more »

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