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.

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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.


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 »

Mondelēz innovation head Pete Mitchell: Media agencies need to ‘grow up’ and stop arbitrage



The head of media innovation at one of the world’s largest advertisers has hit out at media agencies for the practice of arbitrage – not disclosing to their clients how much money they are making on programmatic trading deals.

Media agencies need to “grow up” and “think longer term”, otherwise risk losing programmatic buying business to other players, Pete Mitchell, the global media innovations director for Mondelēz International said.

“Programmatic buying is at a crossroads, and media agencies can choose one of two paths,” he told Mumbrella Asia.

“The first is the short-term revenue path, where media agencies charge us [clients] for additional services such as machine-based buying of digital advertising, and there’s an undisclosed margin within that.” Read more »

Coach tour firm Trafalgar to make social media the ‘heartbeat’ of the brand

gavintollmanCoach 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.

The operator, part of The Travel Corporation stable of holiday brands that includes Contiki and AAT Kings, will relaunch its website tomorrow with user generated content as its central pillar.

Trafalgar global chief executive Gavin Tollman told Mumbrella that its partnership with Sydney-based Stackla and customer reviews via Feefo will alter the way the 70-year-old brand markets itself.

“We need to change the lens. We need to stop talking about the brand ourselves and get consumers talking about it,” he said. Read more »

ASB rules Devondale ad showing Asian man struggling to herd cows was ‘demeaning’

Devondale has been found to have created a demeaning portrayal of an Asian person in a 15 second execution for milk which showed two Asian businessmen struggling to herd cattle with the tagline “Some businesses have no business making your milk”.

It is the third time the dairy brand has had an ad banned by the Advertising Standards Board, with a ruling against the ‘Glow girl’ ad in October last year and last December ruling against a spot for the brand’s flavoured milk.

The 15-second ad is taken from the minute-long execution which launched in July aimed at highlighting how Devondale is owned by Aussie farmers, showing a group of people in business dress from various backgrounds struggling to manage a dairy farm.

Complaints to the ASB argued the ad was racist and demeaning to Asians, with one saying: “I believe this advertisement is very racist and demeaning to Asians. The advert dialogue and theatrics infer that Asian people can’t manage animals; therefore viewers should buy from Devondale as ‘they’ are ‘Aussies’. Pathetic.”

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Virgin Australia puts staff at centre stage as it takes brand battle to Qantas

Virgin Australia has taken the brand battle to Qantas in the next phase of a marketing drive that puts its staff at the centre of a strategy to build an emotional connection with travellers.

The campaign is Virgin Australia’s third high profile brand push since the airline rebranded from Virgin Blue in 2011, all of which have been the work of Clemenger BBDO. Qantas is tipped to follow suit with a brand crusade of its own later this year.

Virgin’s TV campaign is being supported by print, digital, outdoor, social channels as well as being driven to its Velocity frequent flyer database. It will run until the end of October with a second wave of the campaign to follow.

A Virgin Australia spokeswoman said the brand push, its first since 2012, is designed to showcase the “soul” of the airline – its staff. Read more »

Quit Victoria’s new campaign encourages smokers to identify their triggers

Quit Victoria is encouraging smokers to stop in a new campaign from JWT Melbourne which aims to help them identify what “triggers” them to smoke.

Targeting 30 – 49 year old smokers, the animated campaign is designed to help smokers think about what triggers their desire for a cigarette and plan ways to deal with their cravings in advance.

Michael Godwin, managing director of JWT Melbourne said: “JWT has a habit of creating behavioural change campaigns that are unique. Unlike previous Quit Victoria campaigns, Triggers provides supportive advice and encouragement torelapsed smokers and is a clear step away from the usual graphic anti-smoking campaigns.” Read more »

Microsoft unveils new default homepage for its Australian products with new MSN offering


New MSN homepage

Microsoft has relaunched its flagship portal MSN globally, with the company preparing for the separation of its Australian MSN and Ninemsn websites.

The new MSN website (which can be seen in preview here) will be a separate entity to Ninemsn and rely entirely on third parties for content, with the official launch due in the coming months.

From launch it will be the default homepage and log out page for Australians using Microsoft products including Windows 8, Internet Explorer, Skype and Outlook, a change is expected to dramatically impact the current traffic going to Ninemsn which had been at around third in the Nielsen Online Ratings. 

“Built from the ground up, the new MSN combines comprehensive content from the world’s leading media outlets, including Ninemsn, with powerful tools that help people get more done regardless of the device they choose,” said Tony Wilkinson, head of Australia and New Zealand for Microsoft Advertising. Read more »

Clemenger BBDO Sydney raids Google for new role of head of creative technology

brendan bob forsterClemenger BBDO Sydney has appointed Google product specialist Brendan ‘Bob’ Forster in the newly created role of head of creative technology as it looks to ramp up its technical capabilities.

Joining in October, Forster is moving agency side after eight years with Google Australia, firstly in online advertising and most recently as a product specialist.

Andy Pontin, Clemenger BBDO Sydney CEO, said: “Bob has an intimate knowledge of digital platforms, unrivalled relationships and a gigantic creative mind. We’re delighted to be welcoming Bob to the agency side of things. Read more »

Optus rescues Josh Thomas from dull party before putting him in a shark cage in new ads

Optus has unveiled two new spots in its campaign fronted by comedian Josh Tomas, promoting the telco’s offer to switch customer’s credit and its pre-paid plans charges.

Created by M&C Saatchi, the spot promoting Optus’ offer of credit for customers when they switch across to the telco sees Thomas at a boring party asking if “you’re in a place that’s holding you back?”, before a helicopter dramatically “rescues” two party goers and drops them at a more exciting event.

The second ad which promotes its pre-paid plans which charge customers for the days they use their phone sees Thomas speaking directly to camera from a shark cage.

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Betfair appoints Mario Garrido from Village Cinemas to head up marketing

Mario Garrido

Mario Garrido

Betfair has named Village Cinemas general manager of sales and marketing Mario Garrido as its new head of marketing.

Garrido will start next week and replaces Ed Owens who left Betfair in May to become head of marketing at rival gambling firm Beteasy. Owens had been with Betfair since August 2012. Read more »

Big Brother 2014 debuts with 1.067m audience, down on last year in later timeslot

The 2014 return of Nine’s reality show Big Brother drew an audience of 1.067m, down from 1.309m last year despite a strong lead in from The Block, as the network promised viewers that this season would be “stormier” than the 2012 and 2013 seasons.

This year’s launch came six weeks later than last year’s show, and was also in a later timeslot of 8.40pm to build from the audience of 1.556m for reality renovation show The Block. The two shows helped Nine win the night with an 26.2 per cent audience share on its main channel.

Meanwhile on Seven talent show the X Factor drew an audience of 1.174m up against The Block: Glasshouse at 7.30pm, while the Amazing Race drew 634,000 viewers in the 8.30pm slot going head to head with the start of Big Brother. Read more »

Mortgage Choice focus on happy customers in new campaign

Mortgage Choice has launched its new brand as it transitions into a full financial services hub with a new campaign focusing on its happy customers, with a tagline “we’re as happy as”.

The campaign features Larry spinning amongst bubbles while narration talks audiences through the company’s history.

Mortgage Choice general manager of marketing Melissa McCarney said: “Our new ‘Happy As’ campaign allows the business to highlight what we do and why we do it.  Read more »

Mutant turtles and disasters top the weekend box office

Teenage Mutant Ninja Turtles has claimed the number one Australian box office title in its debut weekend, taking in $2.099m across 422 screens.

The film, directed by Jonathan Liebesman and produced by Transformers director Michael Bay, courted controversy earlier this year with a promotional poster which featured the title hereos falling from a burning New York skyscraper alongside the release date of September 11.

Disaster movie Into The Storm was only $119,798 behind its blockbuster rival, taking in $1.979 at the box office across 336 screens. The disaster movie was promoted in Australia with a YouTube video of a man taking a selfie alongside a dust tornado in the outback and an augmented reality outdoor campaign which allowed audiences to see how the city behind outdoor panels would look if a storm, similar to the one in the movie, were to hit.

Read more »

ABC TV pick up eight AWGIE Awards

AWG logoABC Television picked up eight awards at the 47th Annual AWGIE Awards.

Held last Friday night, the awards, hosted by the Australian Writers’ Guild (AUG) recognise Australian writing.

The ABC picked up awards for best original television mini series for The Code, best television mini series – adaption for Anzac Girls, best television series for series three of Rake, best telemovie – adaption for The Broken Shore, best comedy-sketch or light entertainment for series one of Wednesday Night Fever, best children’s television – P for Hoopla Doopla and best children’s television – C for Nowhere Boys.

It also picked up best comedy-situation or narrative for The Moodys, which is produced by Jungleboys. Read more »

Live blog: Monday, September 8

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

Top Stories:

4:01pm – There has been a lot of new creative around over the weekend, including a Victoria government drug awareness campaign, Powershop’s Darth Vader outdoor campaign and a new campaign for RID insect repellent which asks users to nominate a friend or relative to test the product by trekking through the jungle in their underwear. And NRMA Insurance has launched its newest campaign, created by recently appointed creative agency M&C Saatchi.

Screen Shot 2014-09-08 at 1.19.02 PM3:16pm - In our second Credit Where It’s Due column, we have recognised Jason Kent for daring to ask tough questions of the Australian film industry.

1.33pm – The Royal Automobile Club of Victoria (RACV) has appointed JWT Melbourne to handle its creative responsibilities, beating out incumbent Whybin\TBWA Melbourne, Mumbrella can reveal. Full story here. 

1:23pm - Action group ABC Friends has said it would be “highly inappropriate”  for the former chief financial officer of Seven West Media and Efficiency Review author Peter Lewis to get a place on the board of the public broadcaster.

Read more »

Press Council censures The Weekend Australian over kangaroo hunt disclosure

APCThe Australian Press Council (APC) has reprimanded the The Weekend Australian over an article on kangaroo hunting it published in January, which failed to adequately disclose that the author had travelled at the expense of kangaroo mince company Macro Meats.

The adjudication is one of several the the national broadsheet has been putting under close scrutiny publicly as it continues to put pressure on the APC and chair Julian Disney, as part of an ongoing campaign around its practices and scope.

In the latest case the APC found the paper failed to adequately disclose a conflict if interest after the journalist had travelled to the kangaroo hunt at the expense of Macro Meats, stating only that he had travelled courtesy Liquid Ideas, Macro’s PR company.

However, it rejected complaints by the Australian Society for Kangaroos which argued the article was inaccurate and unfair because it said that kangaroo harvesting involved “world’s best practice”, is “tightly regulated”, and “the most humane harvest in the world” ruling that these were “subjective assessments by the journalist rather than verified statements of fact.” Read more »

JWT Melbourne pick up RACV creative account following pitch

RACV logoThe Royal Automobile Club of Victoria (RACV) has appointed JWT Melbourne to handle its creative responsibilities, beating out incumbent Whybin\TBWA Melbourne, Mumbrella can reveal.

The pitch was confirmed last month, with four agencies, including incumbent Whybin\TBWA Melbourne, participating. RACV confirmed the appointment however declined to comment further.

Whybin\TBWA had held the account since April 2008 when it won it from Clemenger BBDO.

The win is a boon for JWT Australia CEO John Gutteridge, who has said he wants the agency to win more local clients as it bids to shake off its reputation for just servicing multinational accounts held by the global group.  Read more »

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