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Opinion | Features
My memo to your boss
So let me guess?
You really want to come to Mumbrella360, but you’ve got to justify the time and cost to your boss?
Good news! I think I can help.
Woz not great
In this guest post Tony Prysten argues that the thousand dollar price of seeing out-of-touch Apple co-founder Steve Wozniack on his Australian tour was a waste of money.
This week, for the cost of two iPads (yep, two) I went to the Woz Live conference in Melbourne. I was not impressed.
What the hell is transmedia?
From advertising campaigns to online video series, the term ‘transmedia’ gets quite the work out. But what does it actually mean? Cathie McGinn trawls the media landscape for a definitive definition.
Transmedia, all media and multiplatform are terms often used interchangeably when referencing modern storytelling techniques. Yet, depending who you speak to, there are distinct differences between them.
According to industry experts Encore spoke to, the key elements that define transmedia can be summarised as follows: platform, time, audience, adaptation, and creative collaboration.
Innovation is the remedy for the ailing magazine industry
With magazine circulations plummeting, FHM closing and rumours rife on future ownership of ACP Magazines, Paul Merrill says the only way forward is launching new titles.Eight years ago in the UK, nearly a quarter of all magazine sales came from magazines that were less than four years old. In Australia, the figure was slightly lower, but still significant. Today, the situation is very different. For a start there are so few new magazines. Yes, Masterchef briefly flared, and Top Gear made an initial impact. But Grazia and Alpha fizzled, and now ACP has shelved their plans to launch Elle.
More than a game: broadcasting the Olympics
The 2012 London Olympics will be the biggest televised sporting event of our time. Brooke Hemphill discovers the logistical challenges and technical requirements of producing the event.
From July 27 to August 12, the Australian media will go sport crazy as the Games of the XXX Olympiad, aka the 2012 London Summer Olympics, unfold. The games will be the most televised sporting event of our time as broadcasters look to master every manner of technology at their disposal.
The Voice - Australia's best example yet of social TV
In this guest post, Sputnik’s Rodd Messent has a theory on why audiences have taken to The Voice .I am an addict of Channel Nine’s hit show The Voice. Such is the extent of my addiction I seriously think my housemate might kick me out of our apartment for the semi-frenzied yelling and tweeting that ensues in our lounge room each time the show airs.It’s the first time in almost three years that such disagreement has resulted in less than civil behaviour towards one another, and it’s made me think it might be a microcosm of the large volume of online debate about the show and, correspondingly, an explanation for its success as a social TV experience.Why brands are the US Army - and culture jammers are the Viet Cong
In this guest posting, Dave Burgess, who painted ‘No War’ on the Sydney Opera House, claims that ‘amoral’ advertisers have copied his idea.
Culture jamming is a 28-year-old term coined by the San Francisco-based band Negativland, who declared that the ‘Studio for the cultural jammer is the world at large’.
Branded content is dead. Long live branded content
In this guest posting, Anthony Freedman argues why branded content is making a comeback.
A few short years ago, probably concurrent with the advent of the PVR, a new term emerged within the marketing communications industry; branded content. This was really synonymous with advertiser funded TV shows where programming was created by brands and deals struck with networks to broadcast them.
There were varying degrees of success with this model.
Shock advertising: 30 ads that would give Australia's ad watchdog a coronary
Is shock an underused weapon in Australian advertising, asks Robin HicksToday, Sydney agency The Cabana Boys used an image of a mouth sewn together to shock people with the idea that problem gamblers lie to conceal their habit. Is it the most disturbing image ever? No. Will it get banned by the Advertising Standards Bureau? No. But it did make me wonder why shock is not used more often in Australia – and not just by charities and government bodies. (WARNING: NSFW)
The making of ratings blockbuster The Voice
Jason Mountney goes on the set of Channel Nine’s talent search series, The Voice, to see how the format, based on an international franchise, has come together. What ingredients have gone into making this certified hit that’s rated more than two million viewers on three consecutive nights?
Mike Goldman has one of the toughest jobs on the set of the Nine network’s new talent show, The Voice. He not only has to narrate the show, but also keep the audience from losing their enthusiasm as they realise shooting TV programs takes a lot longer than the one-hour bursts they see in their lounge rooms. A lot longer.
Nine problems stopping The Global Mail from getting an audience
While it’s a shame The Global Mail has failed to make an impact on the media landscape, the signs have been there for some time.I love the concept of a well resourced, philanthropically-funded independent news site. Anywhere in the world, that’s a rare and wonderful thing. In Australia even more so. So I hope that Grame Wood gets to see his investment make a difference.
And I have no inside info on whether Monica Attard’s sudden departure is linked to the site’s failure to find an audience so far.
Regardless, here are nine areas they can easily start to address:
Journalism’s new model?
Does the launch of philanthropically funded news site The Global Mail signal a new era for journalism or is the model destined to be a passing fad, asks Cathie McGinn in this article first published in Encore magazine.With little fanfare, philanthropically funded news site The Global Mail launched in February this year.
The online-only title received a generous five-year funding commitment from businessman Graeme Wood, founder of accommodation website wotif.com, who donated $15million.
Five things that make a great suit
In this guest posting, Gareth Collins argues that the role of a great account manager is to make the work betterI’m surprised at how many suits I meet who don’t know their role in the advertising business. The question ‘what does an advertising account manager or director do?’ is frequently met with answers such as project manager, relationship manager, plate spinner or go between … and those are the nice ones.
Success is judged on the ability to manage a process, be strong administratively and get stuff done. And while a good suit needs to do all of these things brilliantly, if these are the traits that define a great suit, then I’m in the wrong job.
What the hell is transmedia?
From advertising campaigns to online video series, the term ‘transmedia’ gets quite the work out. But what does it actually mean? Cathie McGinn trawls the media landscape for a definitive definition.
Transmedia, all media and multiplatform are terms often used interchangeably when referencing modern storytelling techniques. Yet, depending who you speak to, there are distinct differences between them.
The top seven...most patronising pieces of communication
Sometimes brands have big ideas. Sometimes marketers get so caught up with a grandiose idea that instead of finding engaging ways to sell breakfast cereal, they start to believe their own rhetoric. And sometimes it’s just lazy marketing. Here are my top seven inadvertently patronising pieces of communication…
1) Last night thousands of women gathered in Sydney’s Centennial Park to take part in She Runs the Night, an event created by Nike.
Honda Jazz asks: How many hipsters can you fit in a car?
Ogilvy Melbourne’s digital arm DT Digital has created a series of online ads for the Honda Jazz poking fun at hipsters, rappers, ninjas and body builders.
The campaign was created by creatives Emma Park and Jason Deacon working with Hungry Beast’s Dan Ilic. Ilic was also behind the controversial Don’t be A Dickhead road safety ads.
Adam Morris, DT Digital’s Creative Director, said: “We wanted to take the stuff that our audience already talks about online and become part of that conversation. And we wanted to enable them to participate in the campaign and create content. We’re excited to see what ideas they’ll come up with.”
Consumers are also being targeted with a competition to suggest what can be packed into the Honda Jazz.
July 28th, 2010 at 2:11 pm
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Comments
28 Jul 10
2:49 pm
Produced and Directed by Don’t Forget to Smile
http://www.dontforgettosmile.com
28 Jul 10
2:56 pm
Nice viral, allowing customers to shape the content – I smell Old Spice.
I made a suggestion anyway – Models – http://tinyurl.com/293xapy
28 Jul 10
2:59 pm
These videos were produced by Don’t forget to Smile
who comissioned Dan to direct. DFTS 
is the new entertainment company created by the people who brought you http://www.pedestrian.tv
Stay tuned for more exciting campaigns.
28 Jul 10
3:07 pm
Nice work to you, david’s agency in melbourne.
Bigger thumbs up the Client.
Car advertising is usually so predictable because car company execs take themselves so seriously. “This new car took us $1billion dollars to develop lets not be creative in marketing it. That would be too dangerous.”
Someone has been brave. Someone has taken a GOOD risk.
28 Jul 10
3:08 pm
How many agency suits can you fit into a Jazz? Wait a minute, I’ll just go ask my client.
28 Jul 10
3:10 pm
I’m really torn, I’m not sure if I hate or love these.
The ninja turtle and pirate at the end of the last one is pretty great though.
28 Jul 10
3:11 pm
Just.What.The – DraftFCB, what are you doing. How much rap can you fit in a Jazz. Just what the…
28 Jul 10
3:56 pm
Great stuff guys. Brings the interest levels of marketing for cars to consumers up a large notch. Well done!
28 Jul 10
4:10 pm
I smell something but it’s not old spice
28 Jul 10
4:33 pm
“Brings the interest levels of marketing for cars to consumers up a large notch.”
I loved that sentence. It brings the interest levels of commenting on Mumbrella posts by consumers up a large notch.
28 Jul 10
4:59 pm
Dont care who did them. I laughed out loud and what’s better its very on brand for the Jazz, I’m guessing the casting agent did’nt have to look too far outside the agency world to cast the hipster spot.
28 Jul 10
5:31 pm
Will they have a newsletter or something to send out? I’ll do anything for a Jazz Mag.
28 Jul 10
5:43 pm
Only 10 drink holders?…. might wait for the next version.
28 Jul 10
6:18 pm
Oh wait, these are what Hipsters are? After being in Sydney for 2 months this is the first time I’ve understood what constitutes a hipster…. *cough* right. So, well… I think I’m a hipster.
28 Jul 10
11:57 pm
Finally something fresh! People will love it or hate it, that’s the way it should be. Simply good is boring.
29 Jul 10
12:10 am
how many people taking credit can you pack into a Jazz ad?
29 Jul 10
3:34 am
I think they’re hilarious and engaging.
29 Jul 10
9:52 am
When can I try and fit into a car with my friends?
That would have been engaging.
29 Jul 10
9:53 am
I think they are great.
Definately a tip of the hat to the UK gameshow Banzai http://www.ukgameshows.com/ukgs/Banzai, and the japanese challenge shows.
Love the pirate in the ninjas’ boot. Very funny.
29 Jul 10
10:07 am
OMG brands can be funny on the internet! Well done to honda clients.
29 Jul 10
10:35 am
Great Idea, great ads, shame about the product!! seriously would you buy a Jazz??
29 Jul 10
10:38 am
setting some low standards if this is the best we can do
29 Jul 10
10:41 am
Compared to most car ‘ads’ with the obligatory sweeping Victorian countryside and/or Tullarmarine Freeway etc. these are a breath of fresh air. Shows a lot of insight into what a Jazz buyer might be focused on (i.e. not ‘performance’ or stability control blah blah blah).
Thumbs up.
29 Jul 10
10:48 am
Holy shit it’s BANGS!!!!!!11
29 Jul 10
2:15 pm
I’d like it more if I could understand what the dude was saying. Or is mumbling incoherently a hipster thing?
29 Jul 10
2:18 pm
Bangs is gonna take you to tha movies in the Honda Jazz
29 Jul 10
3:40 pm
Not sure about these
The hipster isn’t really funny, nor can you understand him. The bangs thing just comes across as a smug pisstake.
Not sure what either do for the car but I guess the agency is getting some attention which is gnerally the end game now,
29 Jul 10
10:20 pm
I think that guy in the first ad is a cock. Just sayin’.
29 Jul 10
10:25 pm
… and then I watched the rest and realised he was the best.
29 Jul 10
10:57 pm
Awesome…. that secondary 40+ female audience will now really know its not a car that has them in mind.
2 Aug 10
1:18 pm
How much crap can you fit into one campaign?
This is worst idea thats come out in a long time
If I drove a Honda Jazz I would be pissed off
2 Aug 10
9:58 pm
Bloody funny. Good on Honda for having some balls. Bangs = stroke if genius!
2 Aug 10
10:52 pm
It’s a voting competition, whoever gets the most votes wins.
5 Aug 10
4:21 pm
So here I was, just sitting around being a Honda Jazz, and all these advertising types kept trying to see how much random things they could put in me. Then some tool with a clip board kept saying different words for a lot. But its cool cause i have 10 cup holders which is win.
9 Aug 10
9:47 am
Hipster? Um when paying out a selection of people ensure you get the look right or you come off looking like a tool… Those people were like the PG 13 Disney version of Hipsters… Super gay and very unfunny…. Get a bit of realism – Hipsters are more dirty than that and far less polished. Stupid ad.
20 Aug 10
3:19 pm
Could this be the first writ to be delivered via Tumblr?
“Dear Honda, you owe us a million dollars, Sincerely, LATFH”
http://bit.ly/9noB8f