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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.
Hotel chain invites guests to Steal Banksy
Art Series Hotels is to challenge guests to steal a genuine Banksy artwork in a promotion created by Naked Communications.
The Steal Banksy challenge will see consumers attempt to get their hands on a signed print of the subversive British graffiti artist’s No Ball Games.
The picture – which the brand values at $15,000 – will be on display at an Art Series hotel. If a guest removes the picture without being spotted they will be allowed to keep it, but if they get caught in the act, it goes back on the wall.
The project is being promoted as “Stay the night. Steal the art.”
Art Series has three art themed boutique hotels in Melbourne.
December 7th, 2011 at 1:05 pm
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Comments
7 Dec 11
1:07 pm
What a wonderful campaign, imaginative, exciting and gets people involved with the brand in a fun ‘viral’ way. Well done Naked.
7 Dec 11
1:16 pm
nice – a bit like this http://popsop.com/50139
7 Dec 11
1:24 pm
Promoting stealing art. Well done Naked. NOT. Pretty fucked up if you ask me.
7 Dec 11
1:29 pm
Amazing innovative way to highlight the major issue & history of hotel theft – yes agreed, it’ll be the start of something big…let’s hope their security is top notch!
7 Dec 11
1:30 pm
Great brand fit, nicely done.
7 Dec 11
1:46 pm
A simple idea, on brand, on target. Awesome.
7 Dec 11
1:49 pm
Having stayed at the Art Series hotels, I think this is bang on brand and a really nifty idea. Its also on brand with Banksy. Its cheeky, irreverent, ‘art for the people’ kind of approach is really appealing. I’d give it a go.
Am I encouraged to head down to my local Travelodge and nick their generic Ken Done print off the wall because of this campaign? As it happens, no.
7 Dec 11
1:50 pm
“If a guest removes the picture without being spotted he gets to keep the picture” Doesn’t that apply to all pictures in all hotels?
7 Dec 11
2:04 pm
Check out the Terms & Conditions:
http://www.artserieshotels.com.....itions.pdf
I like this one:
13. No other Art Series Hotels artwork are included in the promotion. If an Olsen, Cullen or Blackman is stolen it will be reported to the Police.
7 Dec 11
2:07 pm
I love this idea… But, I’m curious how do you stop an entire hotel full of people all spending the night trying to steal the same painting, from spotting each others attempts all night long? Or do fellow guests spotting each other not count as being ‘spotted’?
7 Dec 11
2:08 pm
Like a lot. and we are talking about it. winning.
7 Dec 11
2:09 pm
I’ll donate another Banksy [postcard] to whoever clears out the soap, minibar, towels, bed linen and light fittings AND sets the fire alarm off on their way out.
Putting theft in guests minds is a cool idea.
If CBA were as social as they said they would organise a “Rob a Commonwealth Bank like in Heat and keep the cash and the guns”
7 Dec 11
2:11 pm
Peter Rush. Thank you for the satisfying belly laugh!
7 Dec 11
2:14 pm
This is great piece of work all round, nice one.
7 Dec 11
2:21 pm
So if you nick the bathrobes and towels, and they don’t see you, do you get to keep them??
7 Dec 11
2:22 pm
Client question:
It gets stolen on day two of a 60 day promotional period – what happens next?
7 Dec 11
2:31 pm
Imagine how awesome it would be and award winning – if someone at the hotel actually gets seriously hurt !! – of course, no Christmas drunk would be brave enough to take on the dare ….. oh it’s just so fab !! NOT
7 Dec 11
2:32 pm
I LOVE BANKSY!!!!!
7 Dec 11
2:49 pm
Brilliant – no one knows who Banksy is so no exorbitant talent fees!
7 Dec 11
2:58 pm
Simple.. 4 am hit the fire alarm… steal the painting.
job done.
7 Dec 11
3:32 pm
Love it, would love to see the various ways people try to get it out. 4am vigilance!
Also $15k for a signed print. Ouch! Ebaying that bad boy if I win
7 Dec 11
3:52 pm
oh that is brilliant – the bedlam this will cause alone will get some great press!
7 Dec 11
4:11 pm
Who brought the ball because this thread is ready for a lovely game of soccer.
7 Dec 11
4:50 pm
Nice one rushy.
7 Dec 11
5:34 pm
Hmm yeah, what happens if it gets stolen on day 2? End of campaign? Or strategically placed to not be able to be won until the last day??
7 Dec 11
7:49 pm
Hi anon. Don’t worry sure they have thought it through.
7 Dec 11
8:28 pm
AMAZING IDEA, LOVE IT & LOVE BANKSY. GREAT JOB GUYS
8 Dec 11
12:02 am
Banksy Robbery … count us in!
8 Dec 11
11:17 am
Even smarter – you don’t know which of the 3 Art Series hotels it’s in. I’m sure there will be a few triple bookings for people attempting to search for it. Clever. I would love to see what the spike in bookings is over the 60 day period.
8 Dec 11
11:25 am
THIS is why Naked are on top of their game. Bloody unreal.
8 Dec 11
11:50 am
It would be awesome to find your room is near the painting. How much of a good nights sleep would you get? Drunks at 4 am. Fire alarms etc. Sounds like a nightmare.
8 Dec 11
2:11 pm
Just do what the real crims do – pay people off. If it’s worth 15k you should easily come out ahead.
8 Dec 11
2:45 pm
Keep this to yourselves, but if you apply gentle pressure to your 5th verterbrae whilst chanting “oam shanti shri oam” you will become invisible to others. Just front up and take the picture. But remember to take your clothes off ’cause they stay visible.
Go for it.
8 Dec 11
3:38 pm
Can you put my name on a can? I’ve looked everywhere for one.
I luv Coke.
8 Dec 11
3:59 pm
much better than sending goldfish to people
8 Dec 11
4:57 pm
Great fit for the brand with a brilliant offer/prize – Qantas take note, offers need to have more than perceived value – e.g. ditch the PJs and offer free 1st class/business class flight
8 Dec 11
9:00 pm
Typical Aussies. Promoting stealing…
8 Dec 11
9:51 pm
Naked are fucking rocking and rolling. Nice one mofo’s.
9 Dec 11
6:20 am
Art serving commerce serving art serving commerce
9 Dec 11
9:48 am
Better fun. . . if the punters had to redraw the Banksy image on a hotel wall before being spotted. Ha Ha.
Ask me first next time!
11 Dec 11
5:30 pm
Banksy fucking wanksy I say !