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Opinion | Features
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.
TV audience measurement – why big isn’t always beautiful
In this guest post, Chris Walton argues that the media industry needs to take a new approach to TV tradingThere has been a significant amount of coverage recently about how successful The Voice has been. Indeed, audience figures of 2.6m+ people are very impressive these days. Based on reports, this is apparently double the size of audience that Nine was hoping for in the lead up to the programme launching.
Jeep erects a car on a pole
Jeep is claiming an Australian marketing first – the placement of a car on a pole.
The activation stunt – called Jeep on a pole, or JOLE for short – will see a Jeep Wrangler displayed 12 metres in the air at the Jeep Portsea Polo on 14 January.
“The JOLE initiative is the start of an exciting string of unique activations that Jeep will be implementing this year, breathing new life into the brand and supporting our dealers nationally,” said Chrysler Australia GM of marketing, Sam Tabart.
According to Chrysler, the display requires no ground foundation and can be erected from a space as small as two car parks and at only 45cm in diameter it can hold up to 14,000 kilograms. The pole rotates at a speed of one revolution per minute.
January 12th, 2012 at 1:45 pm
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Comments
12 Jan 12
1:56 pm
Reminds me of the time a few mates and I lifted the neighbours mini cooper up off the driveway and into their elevated garden bed as a prank. That wasn’t very clever either… but it was fun to see their reaction the next morning.
12 Jan 12
2:01 pm
Didn’t Smart do a very similar thing with the TwoTwo a few years ago, but with shipping containers? Doesn’t seem all that original to me.
12 Jan 12
2:10 pm
Car companies clearly have way too much money. Shame these big marketing budgets can’t be directed to more worthwhile causes.
12 Jan 12
2:11 pm
neither is TV advertising but everyone’s into it
12 Jan 12
2:15 pm
Who cares?
12 Jan 12
2:17 pm
This is shocking marketing. For the 1000 people that will see this, will it make them think differently about buying a Jeep. PR for PR sake.
What a waste of money
12 Jan 12
2:19 pm
it’s … a car on a pole
12 Jan 12
2:19 pm
This is begging for a meme.
12 Jan 12
2:19 pm
Big deal!
I saw a girl on a pole once.
12 Jan 12
2:24 pm
Works for the Deni Ute Muster
12 Jan 12
2:24 pm
Ha. ‘JOLE’.
12 Jan 12
2:27 pm
A VW Polo on a pole at the polo would have been funnier…
12 Jan 12
2:33 pm
Ford Focus launched with suspending their cars from cranes in key city/urban spots
…in 1999.
‘JOLE’… pfft… give me a break
12 Jan 12
2:36 pm
Your right Josh, in fairness though it was the same guy, so hes not stealing an idea, just rehashing an old one….I look forward to seeing the next chrysler/dodge/jeep/alfa/fiat which will somehow be suspended in the air.
12 Jan 12
2:42 pm
No way! Keith in South Australia is miles ahead of you!
http://www.facebook.com/pages/.....8682510464
http://www.tatiara.sa.gov.au/page.aspx?u=270
12 Jan 12
2:43 pm
On the road trip back from SA I saw a Jeep on a pole in Keith.
12 Jan 12
2:58 pm
this stunt might encourage children to drive cars up poles because it’s the normal thing to do.
this sh*t needs to be banned.
12 Jan 12
2:59 pm
That’s a good place for a Jeep. Put them all 12 metres up, I say.
12 Jan 12
2:59 pm
There is a town in SA called Keith which has a Jeep on a pole!
http://www.google.com.au/imgre.....9,r:7,s:44
12 Jan 12
3:11 pm
Reminds me of my wife’s parking. And she doesn’t even work in marketing!
12 Jan 12
3:48 pm
Looks like the Deniliquin Ute Muster just pipped them with this idea
By 12 years
http://farm4.staticflickr.com/.....z.jpg?zz=1
12 Jan 12
4:13 pm
Surely more impactful had this been in, say, a suburban shopping centre car park? As opposed to the middle of nowhere.
12 Jan 12
4:15 pm
what’s jeep gotta do with polo?
12 Jan 12
4:26 pm
Rubbish
12 Jan 12
4:29 pm
Now thats off – roading!!!
Probably handles better up there though – have you ever driven one?
12 Jan 12
4:41 pm
Better than being wrapped around the pole i guess.
12 Jan 12
4:48 pm
I’m sure a lot of people at the Polo will have an awesome time looking at this… and then ripping the piss out of it.
12 Jan 12
4:54 pm
There was one just like this to advertise the local scrap yard… back in the 80′s.
12 Jan 12
5:16 pm
Oh, Pole-O…
It took me a minute.
Does “exciting string of unique activations” mean the same thing as “stunts” and if so why not just say that?
12 Jan 12
5:41 pm
Looking to hard at this maybe.
It’s a product placement at an event.
Instead of having the car on the ground (a la the hideously over branded Moonlight cinema and countless others) they’ve got it 20 foot in the air on a revolving pole – more eyes, more exposure, job done.
The JOLE thing is rubbish though, i admit.
12 Jan 12
6:10 pm
There is a jeep on a pole in South Australia already. A military one. It’s not that high, admittedly, but you can’t really claim it’s a first.
Can’t really claim it’s clever, either…
12 Jan 12
6:35 pm
It’s the car version of a dogwood dog. About as unsatisfying too
12 Jan 12
6:47 pm
If they follow this up with something clever or talkable that would be interesting but
A this won’t work digitally or in social media so difficult to justify cost
B doesn’t communicate the cars proposition – any car could be up there
C is not linked to a purchase or test drive mechanic so won’t generate sales.
To be frank it’s close to the worst marketing I’ve seen in a while.
12 Jan 12
7:17 pm
A FIRST for a car on a pole?! I don’t think so — obviously the dudes at Chrysler are holding something back, like telling everyone there’s been a WB V8 Holden Ute mounted on a six metre pole at Deniliquin (Deni) NSW since 2000. What a ‘Jole’ – I mean a joke.
12 Jan 12
7:56 pm
I think the idea smokes the big pole the Jeep is on.
12 Jan 12
8:32 pm
There was an art installation outside the Opera House about ten years ago which involved spraying a bunch of old cars a very matt grey all over. . . . Much more fun.
This could have been great fun too with the right tools. My verdict however is limp.
12 Jan 12
8:47 pm
http://sydneynearlydailyphot.b.....chive.html
Or this?
12 Jan 12
8:52 pm
Cancel that previous one. Meant this
http://www.flickr.com/photos/j.....513317921/
12 Jan 12
10:17 pm
Jeep pole dances.
Four wheel dive.
From poles to polos.
Jeep’s polo erection
12 metre pole leaves polo ponies perplexed
This story is a tabloid sub-editor’s gift
12 Jan 12
11:34 pm
Not sure which is worse-
1) erecting a car on a pole to “breathe new life into the brand”
2) calling it a JOLE
3) claiming it to be an Oz marketing first
All kinds of wrong. Just give one to Oprah already and sit back and cash the cheques…
13 Jan 12
8:08 am
Am I missing something but how exactly does this breath new life into the brand?
13 Jan 12
9:10 am
It has got you all talking…..
13 Jan 12
9:44 am
@Baudo … about how stupid it is. And how it’s unoriginal. And how lame of an attempt it is for Jeep to revitalise their brand.
YEAH WOW HEY HOLY MOLY AT LEAST WE’RE TALKING ABOUT JEEP THOUGH RIGHT?!
13 Jan 12
10:33 am
@ 39. Wild Oscar
“Jeep Takes POLE position”, surely?
13 Jan 12
5:40 pm
“well i picked a bunch of events i’d like to attend this year and to distract everyone from looking too closely at that as well as cover the cost with marketing funds I decided to take a car and put it up a pole at each one”
14 Jan 12
9:54 pm
Product placement in a movie instead?
Remake of The Italian Job perhaps?
http://www.cnbc.com/id/4326619.....nt?slide=4
23 Jan 12
4:39 pm
Let’s put it up the flag pole and see who salutes it.