NAB is continuing with its attempt to ‘Footify’ Australia as part of its sponsorship of the AFL with a campaign which sees five die-hard sports fans from around the world brought to Australia to be “Footified”.
Created by Clemenger BBDO Melbourne, the commercial features Swedish ice hockey fanatic Björn being lifted out of his Stockholm lounge room and dropped onto a sofa between two Nonnas in Melbourne, where he is taught to cheer for the Carlton Blues.
The bank is asking for ‘host families’ who will receive a VIP 2014 Toyota AFL Grand Final experience in Melbourne in return for hosting one of the five sport fans and teaching them about the AFL.
Read more »
A study of the thousands of pages from illegal pirate websites has shown 99 per cent of ads being targeted at Australians were unsafe and broadly fell into the “high-risk” categories of malware, pornography and scam websites.
The peer reviewed study conducted by Federation University in Ballarat last year claims to be the first Australian attempt to understand the advertising around illegal websites. Earlier this week Mumbrella revealed many major Australian brands are, mostly inadvertently, pouring millions of dollars into illicit enterprises.
“I’ve looked at Australia and several countries in the Asia-Pacific,” said Paul Watters, professor of information technology. “We often hear about mainstream brands advertising on these sites and my problem with that focus is that it ignores all the other advertising where the scams, sex and so on occur.” Read more »
High rates of illegal downloads of foreign TV shows could have a positive impact on the Australian production industry Nick Murray, the managing director Cordell Jigsaw Zapruder, has claimed, if networks are prepared to open up their schedules more.
As networks suffer from the pirating of its international imports, they have cited first run local content as a way to protect their ratings and revenue. And Murray said this can present a real opportunity for Australian production companies if they invest in the development of new ideas.
However, he urged the local networks to look beyond just creating local dramas and big format shows, which are expensive to produce, and engage local production companies to develop new ideas and original shows, such as comedies.
Celebrity vet Dr Katrina Warren, best known for Channel Seven’s Harry’s Practice, has launched an online pet channel in collaboration with Boom Video, Australia and New Zealand’s YouTube partner network.
It will showcase content created for the 63 per cent of households that own pets and will be simulcast three times a week on Warren’s YouTube page, and has signed up Kong pet toys as its partner.
Boom will assist Warren in the creation, production and content sharing for the new channel which will see Warren share her knowledge and understanding of pets with topics ranging from pet care advice, teaching tricks and providing training techniques.
In a statement she said: “There are over 33 million pets in Australia, but there is a real lack of resources focused on genuinely improving animal welfare by giving their owners the day-to-day advice they need. The show will be a mix of useful tips, insight into the issues facing pets and their owners, and some entertaining videos featuring the Wonderdogs.
A round-up of some of the new campaigns and ads that have hit the airwaves this past week but flown under the radar for PR.
Australian actor Stephen Curry features again in a campaign by Smith’s that promotes their new ‘MAXX’ chips. The commercial promotes the product as the ‘One Up Man Chip’ and shows the men eating the chips as ‘one upping’ others with a bigger stack of cards, longer moustaches and more female attention.
Bauer Media Group publisher Peter Holder who was charged with the relaunch of Elle magazine last year is to leave the company after 11 years.
Holder was made publisher of Bauer Media’s joint publications with Hearst Media International (HMI) in late 2012 which gave him oversight on Cosmopolitan, Harper’s Bazaar, Madison and Cosmo extensions Bride and Pregnancy magazines.
Matthew Stanton, CEO of Bauer Media, is seeking a publisher to fill the role as Holder departs to pursue other interests.
Valvoline has launched a new campaign focusing on man’s love of cars and speed.
Created by MJW, the ad suggests that horsepower has a primal effect on man, with the driver featured becoming more hairy and dirty as the ad progresses before he steps out of the car at the end to reveal he is the image of a clean-cut modern man.
Directed by Primo’s Nico Perez Veiga, the film is set to the tune Mannish Boy, re-recorded for this project by Massive Music.
Independent agency Razor has said the loss of one of its foundation clients SBS yesterday came about because noting that the client’s creative needs had changed and the loss was “disappointing.”
Yesterday’s loss of SBS to Naked Communications, which took creative duties from its sister agency Joy and media from Razor, came after last year’s loss of one of its biggest and most awarded clients Nike the agency has won $2m roofing brand CSR Monier.
Razor group director, Andrew Wynne said in a statement: “It is disappointing to lose a client when the work has been so consistently good over such a long period, but we appreciate that the creative needs of SBS have changed given their bigger internal creative department and wish them all the best in the future. Read more »
Australian Wool Innovation has unveiled a global campaign for its Woolmark brand focusing on the tough nature of the material to reassure customers it is easy to care for.
Created by Host, the commercial features a ram running through the elements from a dry paddock, to the woods, through creeks and even through snow, ending with the tagline “Wool handles everything mother nature throws at it, so what makes you think it can’t handle your washing machine?”
The ‘Tested by Nature, Tested by Us’ campaign aims to correct the consumer belief that wool is difficult to launder and care for.
News and current affairs programs each brought over 1m metro viewers to Seven and Nine last night, as The Checkout posted its highest audience yet for ABC1, preliminary overnight metro ratings from OzTam show.
In the evening news hour Nine was just ahead of Seven with 1.17m from 6pm as Seven had 1.136m, giving Nine the top program of the night. Nine News then had 1.059m from 6.30pm as Seven News and Today tonight had 1.011m.
Seven then held the bulk of the audience with 922,000 for Home and Away, as ABC1 stepped up to second in the timeslot with 846,000 for ABC News from 7pm, while A Current affair had 827,000 on Nine.
ABC1 posted its highest audience yet for consumer affairs program The Checkout which won the 8pm timslot with 825,000 metro viewers watching as Julian Morrow and Kate Browne exposed the tricks of online dating websites and the extortionate roaming charges imposed by mobile phone companies. The series hit its previous high of 823,000 on March 28.
Meanwhile Ten’s So You Think You Can Dance had 353,000 in the five cities and 411,000 for the results announcement at the end of the program from 7.30pm to 9pm, marking a recovery from last week when So You Think You Can Dance had 278,000, its lowest audience for the main portion of the program.
In February, SPC Ardmona began a review of its media agency with independents Slingshot, Match, Cummins&Partners and network agencies UM, Mitchell & Partners and incumbent Ikon all believed to have shown interest in the account.
This was then brought down to a shortlist of three involving Cummins&Partners, Mitchells and Slingshot for the account, which according to Nielsen data spends just under $8m a year.
Slingshot CEO Simon Rutherford said he was excited about the win and confirmed the agency would be setting up a Melbourne office with SPC Ardmona to be that office’s foundation account.
He told Mumbrella this morning: “I think it will be very full on but I think there is a good opportunity in Melbourne. When you think about independent media agencies there are not many down there. Initially SPC will be the foundation client and we are interviewing for a general manager role and a small team that will grow quite quickly. Read more »
Morning Update: Alison Brie and Adam Scott host a socially awkward party with Smirnoff; Red Lobster reviews creative; Game of Thrones theme screamed by goats
This is our Morning Update, rounding up international media and marketing news from while you were sleeping.
“If there’s one age-old trick that’s worked for mid-priced brands, it’s poking fun at the prententiousness of their costly competitors. Smirnoff’s new campaign is no exception, though it somehow accomplishes the goal while still using some of TV’s hottest talent.
Alison Brie of Community and Mad Men and Adam Scott of Parks and Recreation come together to host a party in this three-minute Smirnoff video—the first work for the brand from 72andSunny’s offices in Amsterdam and New York. “The Party” has also been broken into 30-second clips that will be running as TV ads, along with a related spot dedicated to designated drivers. “
Inbound marketing company Hubspot is set to open an office in Sydney this year as it looks to expand beyond its northern hemisphere roots, Mumbrella can reveal.
The startup founded by two MIT graduates in Massachusetts eight years ago provides marketers with tools to draw people into company websites and convert them from browsers into customers.
Jeetu Mahtani, managing director for Hubspot International, said this style of ‘inbound’ marketing has been growing in popularity in the region, with an increasing number of visitors from Australia and New Zealand amongst the 1.5m monthly visitors to its sites.
Mahtani, who opened the company’s second office in Dublin just over two years ago, has been in Sydney this week to hire the first Hubspot employees in Australia. Read more »
This is Mumbrella’s live blog, a rolling diary of everything happening in media and marketing. Refresh the page for the latest updates.
- Piracy: At least the Lannisters pay their debts
- Innovation lead Nic Hodges to depart MediaCom
- Ten half-year results poor, McLennan admits programming needs to improve
- Andrew Lamb to leave media agency TMS after 13 years
- Privacy commissioner says new laws will help marketers build trust
- Naked picks up SBS full service creative and media from Razor Group
- TV ratings: The Block winners announcement falls as Ten’s food show loses
- TAC reveals first work from Clemenger
- Ten appoints new COO ahead of half-year results
- AIMIA CEO admits awards night ‘didn’t cut it’
5:40pm – And Kyle and Jackie O are at it again, reopening the war for their Facebook page from 2DayFM, and pastiching Fifi Box’s leaving video at the same time. Dr Mumbo has the background on this one.
5:15pm – The comment thread on today’s opinion piece from Foxtel on piracy, and why Game of thrones is being screened as it is in Australia. One commenter pointed to this post by ‘Anonymous’ on The Guardian, which sums up a lot of the thoughts coming through.
3:41pm – Dove’s latest ad in the Real Beauty campaign gives women a Beauty Patch, to help them improve their perceptions of their looks. The video is below, but it’s not amused everyone, as this article on Pedestrian.TV shows.
1.15pm – The Australian eBay creative pitch has been put on hold as the online auction site has started a pitch to look at its global arrangements. Full story here.
1:01pm – There’s an update on the Ten results story as well, following this morning’s investor briefing. CEO Hamish McLennan said: “Our general entertainment programming on the main channel has underperformed badly since the end of the Winter Olympics. We failed to capitalise on the momentum generated by the Big Bash League, and the Sochi Winter Olympics and the results from our general entertainment lineup have been disappointing.” Read more »
eBay issued a formal tender before Christmas, with three agencies understood to have been involved and a decision scheduled to have been finalised at the end of last month.
Leo Burnett had held the account since 2010 however Havas WorldWide Sydney was brought in for its Christmas campaign. It is understood Leo Burnett decided not to pitch for the business.
Hodges has been with the agency since 2010 and has previously worked as a creative director at Clemenger Proximity and prior to that at Clemenger BBDO.
“I’m taking a bit of a break,” Hodges told Mumbrella. “I’ll probably move closer to working with start ups which is something I’ve always sort of done.” Read more »
Commonwealth privacy commissioner Timothy Pilgrim has urged the marketing industry to embrace the new privacy laws arguing they can be useful in showing they are listening to consumers and build trust.
Speaking at the Association of Data-driven Marketing and Advertising (ADMA)’s Data Day in Sydney Pilgrim reminded the audience that they now needed to be very clear with consumers about notifying them of their privacy policies and giving clear opt outs.
“You need to be very clear about when you are going to be in contact with them and be very clear about what they’re options are for limiting that contact,” Pilgrim said in a conversation on stage with ADMA CEO Jodie Sangster.
“That gets back to the requirements under the new direct marketing provisions,” he said. Read more »
Health.com.au has launched a brand campaign poking fun at the complexity of the system.
Created by production house The Sweet Shop, ‘Uncomplexicate’ introduces Darius The Protector, a sword-wielding warrior from the middle-ages as part of a private health insurance policy. He is used to explain how complicated many private health insurance products are.
Andy Sheats chief executive officer of health.com.au said: ” With ‘uncomplexicate’ our intent is to highlight just how hard it can be to make sense of all the health insurance policies available. It shouldn’t require navigating lots of asterisks, fine print and paperwork. That’s why health.com.au exists because, like most people out there, we too struggled to make sense of it all and set out to find a better, simpler way for all.