99Bikes promote ‘Pedal Heist’ promotion with interactive video

Bike retailer 99Bikes has rolled out an interactive campaign to launch Pedal, a new range of fixie and cruiser bikes and to promote its ‘Pedal Heist’ Facebook promotion.

Created by Media Playground, the campaign allows viewers to select their own Pedal journey following a team of girls or boys choosing options including having a snowcone or going to a bar.

The video ends with the team discovering their bikes have been “stolen”, with viewers invited to like the 99Bikes Facebook page where details of the bikes location and the combination to the bike lock are posted. The first person to find the bike and ride it away is able to keep it.

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Coke Zero invests $2.2m in re-edited ‘Just Add Zero’ campaign

Coke Zero has refreshed its ‘Just Add Zero’ campaign which first launched in February 2013 with a new commercial which plays with the original campaign’s idea of how adding zero gives you more.

The ad sees a man making his way through a party while text on screen reinforces the ‘just add zero’ message, showing how firstly with ’1 mate becomes 10′ ending with ’100 mates become 1000′. It is a re-edit of the version shown in Europe.

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Daily Telegraph censured over Philip Seymour Hoffman headline ‘Kids grieve for junkie actor dad’ headline

Tele Hoffman junkieThe Australian Press Council (APC) has ruled News Corp tabloid The Daily Telegraph broke its standards of practice by running the headline “Kids grieve for junkie dad” on a story about the death of Hollywood actor Philip Seymour Hoffman in February.

The APC rejected the Telegraph’s argument that the word “junkie” was not a pejorative term, but one which is used to describe someone addicted to hard drugs more generally,  finding the headline which was published in the hours after the discovery of Seymour Hoffman’s death from an apparent drug overdose and was accompanied by a photograph of the actor with his three young children and an inset of the street outside the family’s apartment, was a serious breach of its Standards of Practice.

Telegraph Deputy managing editor Tony Thomas told Mumbrella the article had been posted early in the morning and “changed within the hour” after a review to  ‘Seymour Hoffman battled heroin in rehab’.

The headline and image, also included the standfirst “Philip Seymour Hoffman always kept his children out of the spotlight, but Cooper, Willa and Tallulah, pictured last April, will be struggling to understand how he died in the bathroom of his New York apartment, inset, with a hypodermic needle still in his arm” attracted media and social media comment before it was removed.

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Target unveils first work from AJF Partnership with spring campaign

Target has followed Myer and David Jones‘ lead in rolling out its campaign for its spring/summer collection of women’s clothes, with its first work from recently appointed creative agency AJF Partnership.

Featuring slow moving shots of women enjoying spring with text rolling across the screen suggesting its “time to thaw out” and time for dresses, bare shoulders and sandals.

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Ad watchdog misunderstood complaints against ‘demeaning’ UltraTune ad says change.org petition organiser

A woman who launched a Change.org petition urging UltraTune to stop its campaign featuring women in rubber suits as it is “demeaning to women” argues that an Ad Standards Board ruling which dismissed complaints against the ad has misunderstood the complainants.

Jodie Swales, whose petition to get Ultratune head office to withdraw the ads has attracted more than 1,200 signatures, told Mumbrella: “The ASB have taken the complaint that the ad is ‘degrading to women’ to mean that the women in the ad are being degraded. This is not what the complainants mean.

“They mean that to portray a woman as being a sexual object is degrading because it totally ignores a woman’s real identity, who she really is and assumes she has nothing more to offer than sexuality. They have denied that the ad is overtly sexual.”

Fiona Jolly, CEO of the ASB, told Mumbrella while they recognised there were complaints from a “lobby group” which viewed the depiction as demeaning the board had to base its determination on the views of the “broad community”.

(Courtesy of Ebiquity) Read more »

Big W pastiches morning TV with talking baby hosts to promote baby products

Big W is promoting its baby range of products with a new ad featuring a morning show TV with talking babies as hosts.

Created by Saatchi & Saatchi, the ad features a little boy and little girl talking about what they’re wearing before throwing to traffic to traffic to promote child car seats and then to weather in a promo for nappies before the boy host is then distracted by the ideas of kittens.

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Toyota promotes ‘Toyotathon’ sales event with campaign featuring cricketer Glenn McGrath

Toyota is promoting its annual ‘Toyotathon’ sales event with a campaign featuring dealership concierge Zoe and former Australian cricket player Glenn McGrath.

Created by OddfellowsDentsu, the campaign features three commercials all of which see Zoe and McGrath talking to different customers about the ‘Toyotathon’.

The campaign sees McGrath introduce Toyota’s finance package Toyota Access.

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Calls for regulation on ‘wild west’ native advertising to give publishers and marketers boundaries

Native advertising is like the “wild west” at the moment and publishers and marketers need to agree a set of rules on how it should be presented so publishers can retain readers’ trust but use the increasingly important revenue source, according to the content director of the Sound Alliance.

The practice of native advertising, placing content created on behalf of a brand by journalists from a masthead on a certain topic in an editorial environment, has come under fire in recent days after satirist John Oliver attacked it on US show Last Week Tonight, labelling it “repurposed bovine waste”. Some claim the practice will lead to a reduction of trust from readers for mastheads, as publishers look to it to boost struggling digital revenues.

During a hangout yesterday Tim Duggan of the Sound Alliance admitted that despite native ads not existing 18 months ago, they now account for 25 per cent of the company’s revenue, but warned: “Because this is such a new area there are no set rules at the moment. Every publisher is figuring it out. Some are doing the wrong thing, some are doing the right thing. As a media community we need to figure out what these rules are.”

His calls for a code were echoed by Media Watch host and veteran journalist Paul Barry who added: “I think it would help to have a set of guidelines because that would strengthen the publishers against pressure from the advertisers if they feel they need it, and I think they probably do.”

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Cure Brain Cancer foundation aims to raise awareness of fatality rates amongst children with new campaign

Cure Brain Cancer Foundation has unveiled a campaign aimed at driving fundraising efforts and raising awareness of brain cancer fatality rates amongst children.

Created by Tongue, the commercial features a child undergoing brain cancer, with the ending of the ad revealing the child is being operated upon by other children. A voiceover tells audiences “brain cancer kills more children than any other disease, don’t let them fight it alone, donate now”.

Associate Professor Charlio Teo, the neurosurgeon who founded the charity, said: “Brain cancer kills more children than any other disease, yet a staggering 90 per cent of Australians are completely unaware of this. Brain cancer is clearly not on the public’s radar and it’s time that changed. Through increased awareness and funding for research, we can improve survival rates and make a big difference to people diagnosed with this devastating disease.”

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M&C Saatchi create fictitious world of ‘Wotifia’ for debut Wotif campaign

Online accommodation business Wotif has created a fictional world called Wotifia as the central pillar of an ambitious new campaign to target the “next generation of customers”.

The digital and social campaign, which will run across its own channels, paid media and be supported by radio, will launch on Monday and is the debut Wotif work of M&C Saatchi.

The agency was appointed earlier this year on a project basis with a brief to create a “bold and brave” campaign that would breath new life into the Wotif brand.

Against the backdrop of a Wotifia “anthem”, the video features two characters, Jack and Charlie, who travel through the animated, almost trippy make-believe world and take part in a range of experiences around the globe. Other ‘characters’ to appear in the video include ‘singing fart bubbles’.

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Ten puts Batavia on ice after being unable to secure funding

batavia-198x300Troubled TV drama Batavia appears to have been scuppered with Network Ten admitting it has been unable to secure funding for the eight-part epic, which was first announced two years ago.

Based on the Peter Fitzsimmons account of a shipwreck and subsequent massacre of a Dutch ship off the coast of Western Australia in the 17th century, the series was initially announced by Ten in its 2013 upfront presentation in October 2012.

However, in a statement today to TV Tonight Ten said: “Screentime was unable to finance Batavia in the timeframe we were aiming for, but we are not ruling out an opportunity with Batavia further down the track.”

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Offspring finales draws 992,000 while reality show The Bachelor lifts audience from debut

OffspringThe season five finale of Ten drama series Offspring drew an audience of 992,000 metropolitan viewers last night for the last episode in which character Nina dealt with the anniversary of her partner Patrick’s death.

Ten are still in discussions with the show’s producers about a sixth season however, the strong result may well encourage the network to renew the key franchise.

In the 7.30pm battle Ten’s reality dating show The Bachelor also improved on its debut last week pulling an audience of 712,000 viewers (up from 692,000 viewers last week) while Nine’s The Block won the entertainment battle of the night with an audience of 1.09m. The Block won the 18-49 and 25-54 demographics, but Offspring topped the 16-39 demographic.

Seven’s offering at 7.30pm of The Force: Behind the Line got 882,000 viewers, whilst its 8pm show Highway Patrol took 865,000. Read more »

Live blog: Wednesday, August 6

Welcome to Mumbrella’s live blog, our daily roundup of what’s happening in media and marketing.

Top Stories:

5:22pm – Freeview is set to announce it will roll out its much delayed HbbTV service on September 2, as the TV industry pushes to keep up with consumer consumption habits.

3:57pm - Carlton and United Breweries (CUB) has confirmed that chief marketing officer Peter McLoughlin will leave the business on September 1 for health and personal reasons. Details here.

3:27pm - Don’t forget to check out the FYI section which has a host of stories in it today including: SBS commissions new Australian drama series The PrincipalKey Labor strategist joins Hawker BrittonSydney agency Workshop wins Sirens Round 2Medibank Private appoints BWM Melbourne to develop campaign for share offerQMS and Manboom announce strategic partnershipRed Cross to review 100 years of marketing at ADMA event in Brisbane; and, Social enterprise names GTI Tourism as Australian PR agency after competitive pitch. Read more »

Freeview to announce September launch date for HbbTV

Free-to-air TV industry body Freeview has confirmed September 2 as its date for the formal launch of Hybrid Broadcast Broadband TV (HbbTV) the new online platform designed to bring catch-up programming to consumers’ television sets, Mumbrella can reveal.

Source have told Mumbrella Freeview will formally announce the September 2 launch date tomorrow for what is being called Freeview Plus, a new offering which will deliver a new electronic program guide which will allow viewers to watch shows which have already been on up to seven days ago if they have an internet connected FreeviewPlus box.

The HbbTV offering, which will also have a TV ad campaign to support it, had originally been expected to launch the in May however the launch was then delayed to the second half of the year, and then Network Seven’s regional affiliate Prime Media pulled out of the deal saying there was not a big enough potential market in its service area to make it worthwhile.  Read more »

Council ponders plan to sell advertising space on its roads

RoadAds6Parramatta Council is exploring the possibility of selling advertising space on its roads in a desperate attempt to swell its coffers, although the plan, the idea of advertising firm RoadAds, was immediately criticised as being a safety hazard.

Under proposals revealed today, the council is considering letting companies paint their brands on roads in the CBD on a six-month trial.

Parramatta Mayor John Chedid predicted it could generate $50,000 in two months if the proposal goes ahead. Read more »

Carlton CMO to step down for ‘health and personal reasons’

PodCarlton and United Breweries (CUB) has confirmed that chief marketing officer Peter McLoughlin will leave the business on September 1 for health and personal reasons.

Richard Oppy, general manager of Victoria Bitter and Crown Lager, will oversee day to day management of the division while a replacement is found.

McLoughlin,  affectionately known as ‘Pod’, has been a long-standing member of the broader SABMiller business and had spells in South Africa and Latin America. Read more »

Video hangout to discuss the pros and cons of native advertising


Mumbrella held a video hangout this afternoon discussing the issue of native advertising, and whether it is the saviour of publishers or a threat to editorial integrity.

Native advertising is the practice of taking advertiser-sponsored content around topic or theme and placing it in an editorial context, often with ads for the sponsoring brand around it and a small disclaimer about the content being co-created somewhere on the page. An example of it is this Telstra-funded content on News.com.au today.

Joining Mumbrella editor Alex Hayes was head of strategy at Foundation and senior consultant with Trinity P3 Rachel Lonergan, and Tim Duggan from The Sound Alliance, which uses native advertising across its suite of youth-oriented websites. Media Watch host Paul Barry also gave his thoughts on the practice.

The debate was sparked yesterday by Last Week Today host John Oliver’s attack on the practice on the US show, where he described it as “repurposed bovine waste”. Commenters have since been divided on whether the practice should exist at all, with some saying it provides much-needed revenue for struggling publishers whilst others claim it is degrading the standard of editorial.

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Carat Sydney faces major leadership shake up as existing GM shifted to Mitchells

Andrew Norris

Andrew Norris

Carat Sydney is about to see a major leadership change with the media agency searching for a new Sydney managing director and new general manager, Mumbrella can reveal.

The move sees Mitchells/Carat veteran and current Carat Sydney managing director Andrew Norris moving to a new data and analytics role within the media agency, while general manager Angus Fraser is to join sister agency Mitchells, where he will be general manager Sydney and also head strategy for the new federal government account.

CEO of Carat Simon Ryan this afternoon confirmed to Mumbrella the change of leadership within the media agency and said that replacements would be named within the next month.  Read more »

 
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