Arnie wants to buy Sydney’s CBD in latest realestate.com.au ad

Arnold Schwarzenegger is back in the sixth spot for realestate.com.au, and this time he wants to buy Sydney’s CBD.

After reading a message on the realestate.com.au app that for higher capital growth house hunters should buy within 12km of the CBD he asks his long-suffering assistant Dylan if he can buy the CBD.

The spot continues the joke of the Hollywood actor and former Governor of California mistaking his home country of Austria for Australia. Read more »

Village Roadshow admits ‘mistake’ in holding back Lego Movie, as ISPs disagree on piracy

L:R iinet's David Buckingham, film maker Peter Duncan, APRA's Brett Cottle, Village's Graham Burke, Telstra's Jane Van Beelen, Malcolm Turnbull, Foxtel's Richard Freudenstein

L:R iinet’s David Buckingham, film maker Peter Duncan, APRA’s Brett Cottle, Village’s Graham Burke, Telstra’s Jane Van Beelen, Malcolm Turnbull, Foxtel’s Richard Freudenstein

The boss of Village Roadshow Graham Burke last night conceded that the film production and distribution company’s decision to hold back the Australian release of The Lego Movie had been “one hell of a mistake” and pledged to move its release dates up to coincide with overseas releases in the US. 

Burke made the declaration as part of a panel convened by Communications Minister Malcolm Turnbull to debate issues around copyright in the wake of the release of the government’s Online Copyright Infringement Discussion Paper, which saw the content creators, internet service providers (ISPs) and consumer groups struggle to find common ground.

“On the twin issue of availability, we made one hell of a mistake with Lego (Movie),” Village Roadshow’s co-chairman Burke, told the forum. “It was an Australian film, we financed it together with Warner Brothers and it was made here in Kings Cross, in Australia, and because it was so important we held it for a holiday period. It was a disaster.

“It caused it to be pirated very widely. As a consequence – no more – our policy going forward is that all our movies will be released within the time and date of the United States.” Read more »

Three agencies in pitch battle for General Pants Christmas campaign

General PantsGeneral Pants Co. has invited three agencies to pitch for its Christmas campaign, with the fashion retailer expected to make a decision by the end of the month.

The pitch process began last month with the successful agency set to be named on September 26. The brand usually handles all of its creative in-house.

General Pants marketing general manager Renee Awadalla declined to name the agencies, but said it was looking for ideas “that will cut through the clutter” during the heavily marketed festive season.

“There is a lot of brands on sale over Christmas so we need ideas and a campaign that will stand out,” she told Mumbrella, adding that the General Pants brand tone is a “compelling” proposition.

Read more »

Video and contactless commerce two big winners with Apple annoucements say experts

Apple’s launch of two new phones and a smart watch today open up new possibilites for marketers, according to digital experts, with larger screens, near field communication technology and payment system all part of the new offerings as the company looks to stay competitive with rivals.

Two larger iPhones – one 4.7 inches and the other 5.5 inches – were unveiled at an event in California this morning, along with the Apple Watch, while a new mobile wallet, called Apple Pay, also formed part of the launch that will enable people to use their phone to buy goods.

While competitors already have such technology, Apple insisted it will take the experience to a new level and keep it at the forefront of innovation.

Blonde3 founder Nic Hodges said the increased screen sizes could hail the end of tablets, former Commonwealth Bank marketer Andy Lark said Apple Wallet is a “profound, behavioural and economic hurdles not withstanding”, whilst Hardhat Digital’s Dan Monheit said the watch was probably a last throw of the dice for a tethered wrist-worn device.

Read more »

Cummins & Partners work with the ABC to promote ‘Mental As’ week of programming

HEIDI145 (1)The ABC partnered with Cummins & Partners to raise awareness of its ‘Mental As…’ week of programming in early October which aims to kick-start a national conversation about mental health.

To do so, the agency recruited a number of artists, each of whom lives with various mental illnesses such as anxiety, depression and schizophrenia, who were asked to interpret the ABC logo through the eyes of their illness.

Head of ABC TV marketing Diana Costantini said: “Mental illness impacts nearly half of all Australians. The Australian Public Broadcaster has an opportunity to make a difference. We set out to create branding that was authentic, challenging the norm and providing a stage (or the back of a bus) for artists suffering mental illness.

“Our week long initiative is called Mental As… It’s a provocative name, for some, but from the outset we wanted to bolt towards this issue – owning it with pride, a whole lot of passion and a dogged determination to get people talking and acting on mental illness”.

Read more »

STA Travel use Big Brother contestant Tully Smyth in social campaign promoting the UK

STA Travel has recruited Big Brother reality TV contestant Tully Smyth to feature in a socially led campaign aimed at giving Australian travellers a preview of British travel spots they may not be as familiar with.

The campaign, which saw STA partner with VisitBritain, aims to challenge Australian young professionals who may have already visited London to return to Britain and explore more of the country.

Launched at the start of the month, a series of seven YouTube videos featuring Smyth are at the centre of the ‘Wildcard Challenge’ campaign. The videos track Smyth’s two week trip around the UK.

STA Travel marketing and e-commerce director Natalie Placko Thornton said: “Many young professionals in Australia may think that after one trip to Britain – which usually revolves around ticking off well-known London tourist attractions – they have covered everything there is to see. Read more »

Radio body signals investment in new brand campaign

Commercial Radio Australia branding campaign teaserThe radio industry is set to launch a major new brand push to promote the medium at its annual conference next month, and has commissioned a song as the centrepiece of it.

Commercial Radio Australia will use presenters from the various networks for the push, which it claims will have around $25m worth of free air time on 260 radio stations across the country.

However it has refused to reveal the theme of the campaign, which has been created by Eardrum.

Read more »

Jodi Lee Foundation uses installation to encourage Australians to screen for bowel cancer

The Jodi Lee Foundation, a charity with the aim of eliminating bowel cancer in Australia, is encouraging Australians to screen for the presence of the disease in a new campaign which saw 5,000 screening kits erected in Sydney to form the words bowel cancer.

The campaign is centred around a TV ad shot in Martin Place, developed by AJF Partnership, to capture the public taking the kits. It aimed to symbolically represent the foundation’s aim to eliminate bowel cancer in Australia as when the kits where taken the words began to disappear. The sculptural work and film was directed by The Glue Society’s Peter Baker, with production by Will O’Rourke.

Read more »

Second outing of Big Brother sees audience fall to 924,000

The second outing of reality TV show Big Brother saw 924,000 viewers tune in across the five metropolitan markets to watch Nine announce the final four contestants for the household, according to OzTam overnight metro ratings.

The result, down on its Monday night debut which drew 1.067m, still won the 8.30pm slot drawing audience away from Seven with Winners & Losers posting an audience of 730,000, down 40,000 viewers on last week. While Sam Armytage’s Bringing Sexy Back recorded its worst performance since its debut, up against The Block: glasshouse at 7.30pm, with an audience of 617,000.

Nine once again won the night on the back of the consistent performance of The Block which had the largest audience of the night with 1.425m viewers, with the network pulling a 23.8 per cent main channel audience share to win the night. Read more »

GE showcase healthcare technology in branded film tracking the health of premature twins

GE has unveiled a branded content film which brings to life the brand’s healthcare technology as it tracks the story of the Caisley family and their premature twins Ethan and Noah.

The online film ‘Twin Miracles’, created by branded content company hellofuture.tv for brand agency The One Centre and their client GE, tells the family’s story backwards from the time the twins are two years old to before they were born.

It draws on the family’s home videos and photos to tell the story of the twins health while highlighting the impact GE’s Giraffe incubator and Shuttle had on the babies health during their time in hospital.

Read more »

Sanitarium launch new Up&Go product Oats2Go with firemen ad

Sanitarium has launched Up&Go’s new liquid breakfast product Oats2Go with a new campaign which targets the product at busy consumers who don’t have time for a sit down breakfast in the morning.

Created by BWM Sydney, the spot sees a group of firemen sitting down to porridge for breakfast when the alarm goes off. The team dash off but not before smashing through their emergency stash of Oats2Go.

Sanitarium general manager of marketing Daniel Derrick said: “The launch of Oats2Go is a new direction for the Up&Go brand. With BWM, we have established Oats2Go as an even more nutritious start for those active Australians who don’t have time for a sit down breakfast in the morning.

Read more »

Queensland University of Technology celebrate graduate success in new ads

Queensland University of Technology (QUT) is continuing to celebrate its graduates’ success in its long-running Graduate Success campaign series.

The latest ads, created by BCM, feature business (advertising) and creative industries graduate Dean Vowles and biotech graduate Kylie O’Keefe. In the ad Vowles takes the audience around Hong Kong, where is now living and working, and talks directly to camera around how QUT helped him reach his goals.

Read more »

Medibank creates dinosaur themed playground in the aim of encouraging kids to play outside

Medibank_playground_2Medibank has built a dinosaur play space with the aim of encouraging more physical activity and better health amongst children.

The stunt, which was part of the Generation Better campaign created by Whybin\TBWA Melbourne, saw an “imaginative play space” set up in Yarraville, Victoria based around “Mimi the muttaburrasaurus”, a species that live in Australia around 100 million years ago.

The play space included a landscape of giant egg cubbies and pre-historic trees with climbing ropes between them along with a 3.5 metres tall and 7 metres long dinosaur kids could play with.

Read more »

Live blog: Tuesday, September 9

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

Top Stories:

3.48pm - From the Media Watch Twitter account:

Screen Shot 2014-09-09 at 3.48.26 pm2:51pm - There are a few new pieces of creative work around today including Quit Victoria’s anti-smoking campaign looking at triggers, new ads from Optus featuring comedian Josh Thomas and a BMF campaign for Amaysim. Virgin Australia has also got some new creative that puts its staff at the centre of a strategy to build an emotional connection with travellers.

Screen Shot 2014-09-09 at 11.48.51 AM1:32pm – In the third Credit Where It’s Due column, we salute 20-year SBS veteran Lee Lin Chin, who traverses the serious world of news with a more light-hearted approach.

12:57pm - Coach holiday firm Trafalgar is to make social channels the “heartbeat” of the brand as it prepares to unveil a tie-up with social media aggregator Stackla.

Read more »

Durex create ’30 Nights of Nookie’ programme to bring couples closer together

Condom brand Durex has launched a new campaign aimed at encouraging couples to improve their intimacy using Sydney Swan’s star Ryan O’Keefe and his wife as guinea pigs.

The Durex 30 Nights of Nookie programme, created by specialist below the line agency Momentum, is a free month-long challenge specifically designed to bring couples closer together.

Developed with relationship expert Jacqueline Hellyer, the campaign will see participating couples provided with a range of daily tasks designed to improve their relationship.

Read more »

P&G in hunt for new marketing head after departure of Yasuhiko Iida

P&G logoP&G has confirmed the departure of Yasuhiko Iida, its marketing head and brand operation leader for Australia and New Zealand.

Iida joined the local operation in October last year after four years with P&G in Japan.

Read more »

BMF creates animated ‘orange arm’ in next phase of Amaysim brand push

Mobile provider Amaysim has launched the next wave of its brand marketing with a BMF-inspired campaign called ‘say hi to more’.

Two 15-second TV ads, which feature an animated orange arm, will be supported by outdoor and digital advertising as the company looks to raise awareness of its contract-free, pay-as-you-go mobile plans.

In one of the ads, a bus passenger runs out of data and is transfixed by an elderly couple kissing before the orange arm delivers him more data.

Read more »

Choice targets disparities in cost of streaming content in Australia

A new analysis by consumer advocacy group Choice claims Australian customers are being forced to pay much high rates for overseas drama content even when it is delivered online through streaming or on-demand services.

The Choice analysis highlights popular US series such as Orange is the New Black and the Walking Dead as examples of where Australian consumers are paying dramatically more than their American or British counterparts, driving people to overcome geo-blocking and access US websites like Netflix and Hulu.

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Choice graphic

“Australians wanting to watch the upcoming season of Walking Dead will be paying up to 376 per cent more than people watching the same show in the United Kingdom,” says Choice Chief Executive Alan Kirkland.

He also accused the government of being “influenced by the local cable industry to bring in laws that prop up out-dated technology and business models at the expense of cheaper internet streaming services”. Read more »

 
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