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Opinion | Features
Why is advertising so much better in New Zealand than Australia?
Ok, so this isn’t a new observation.
But it really hit home after I watched some TV ads for a kiwi supermarket yesterday that advertising in New Zealand is so much better than much of the crap that is being served up in this country at the moment.
Why is it that Colenso BBDO Auckland can turn something as bland as a supermarket chain into a brand I almost like, while Australian agencies succeed only in either irritating me (Coles) or passing me by unnoticed (Woolies) because the ads are so average?
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.
Tourism Victoria launches $14m ‘Play Melbourne’ campaign to lure younger visitors
Tourism Victoria launches the tenth phase of its long-running jigsaw campaign today, introducing the line ‘Play Melbourne’ as the city targets 20-30 year-old domestic travelers.
Created by Publicis Mojo Melbourne, the campaign positions Melbourne as a “vibrant, creative and edgy city of experiences”, the Victorian minister for tourism and major events Louise Asher said at the launch event in Sydney this morning.
New South Wales is Victoria’s biggest tourism market – 1.1m Sydneysiders visit Melbourne annually, spending $4.7bn.
“Every tourism product needs to be refreshed,” said Asher. “Melbourne has done well to attract older visitors, now we’re marketing to the younger generation. The ad is about spontaneity. If you roll the dice, wherever you go there’ll be something fabulous to experience in Melbourne.”
The campaign includes a year-long competition where the winners will get a trip to Melbourne for two via the website playmelbourne.com.au.
The ads cost $1.5m to produce; initial media spend is $3.9m. The campaign, which will run nationwide and in New Zealand from next year, is budgeted to cost $14m over 2-3 years, according to Asher.
Tourism Victoria’s advertising business is currently under review, with the department looking for a lead agency for major campaigns and a boutique agency for fast turn-around work.
June 19th, 2011 at 12:32 pm
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Comments
19 Jun 11
2:25 pm
I live here and it makes me want to leave.
19 Jun 11
4:17 pm
^^ Then maybe you should…leave. Makes more room for those of us who would LIKE to live there…Melbourne is fantastic, if you don’t love it…
I think the campaign is great, hopefully I win a trip!
19 Jun 11
5:03 pm
I live elsewhere and it sorta makes me want to go there. Who wouldda thunk it, right?
19 Jun 11
6:20 pm
Melbourne has a lot to offer, shopping/arts/restrauants/sports and lots more what a great place to visit and enjoy . Sydney may have the weather, but Melbourne is what “lifes” all about.
19 Jun 11
6:51 pm
Pity the website is such a dud. The ad is great though.
19 Jun 11
10:10 pm
Oh Amber, I love Melbourne like no other, I’m just not quite as thrilled about a montage showing a bunch of hipsters racing around to (gasp) nightclubs and libraries, with the vacuous protagonist lusting after some other hipster’s penis for some unknown reason.
But hey, I ain’t the demographic I guess
20 Jun 11
1:54 am
Play Melbourne is a great piece of work – doesn’t matter if I,m the right demographic or not.. Edgy for sure!
20 Jun 11
9:38 am
The ad would be a lot less fun with a mandatory pre-commitment
20 Jun 11
10:16 am
nice, i like it.
where would you rather them be running to then Finzensen? and whats wrogn with lusting after penis? you wouldn’t be here if it wasn’t for some good old fashioned penis lusting!
20 Jun 11
11:59 am
I saw this on TV last night and was glued from beginning to end. I think it captures Melbourne’s spirit perfectly… can’t wait to visit again!
20 Jun 11
12:12 pm
nice spot, must be pitched at the young female market, usual whispy female vocal track, I wonder where it was shot, couldn’t see any melbourne? $1.5m production, go figure…
20 Jun 11
12:19 pm
Nice art direction, though anyone who lives in Melbourne will tell you that you can’t run through the library without being fined and/or jailed and also where are all the cops that patrol the streets chasing everyone out of the city?
20 Jun 11
12:23 pm
Don’t be hating on hipsters! They’re just as valid a market as any – with disposable income to boot!
And at least these hipsters look happy in this ad!
http://unhappyhipsters.com/
Ad’s great! Very cool and I’m the right demo.
Ps. I’m not a hipster.
20 Jun 11
12:28 pm
what a load of wank
20 Jun 11
12:32 pm
Seriously like this TVC – a great representation that is pitched at a younger audience, but has me smiling too. I might be alone here, but I loved the strong visual reference to the concierge. The visitor experience is oft overlooked in the rush to stake out a brand proposition that differentiates. Well done Tourism Victoria you get the big thumbs up from Destination Melbourne.
20 Jun 11
12:35 pm
Victor ‘I wonder where it was shot, couldn’t see any melbourne?’ – Think it is Crossley Lane for the Blonde Venus window scene (next to Pelligrini in the CBD, all those cobalt blue tiles), the domed interior of the State Library of Victoria for the opening scene running along the colonnade and through the Library, and the lovely grey marble staircase with leadlight going ‘down’, there is the exterior of the Olderfleet Rialto Building on Collins Street for the night scene (I think), looks like the rooftop of Curtin House and staircase up to Cookie in Curtin House for the cakes and white dress scene (Swanstown Street). Can’t help with the clubs – think one is at the Banana Alley vaults in Flinders Street or along from Princes Bridge Walk – and I wonder is the projected light laneway (great shot!) in Croft Alley? The campaign makes me want to move back to Melbourne.
20 Jun 11
12:58 pm
Victor – there is plenty of Melbourne in the ad and I could identify most places easily. In fact, so could most of my colleagues. Clearly you don’t know Melbourne. I think it’s a fantastic ad that captures Melbourne’s spirit and continues to show how diverse it really is!
20 Jun 11
1:03 pm
These are re run ads yes??
20 Jun 11
1:26 pm
I’d like a crack at the hipster’s penis, please.
20 Jun 11
1:50 pm
I wonder if the Mojo people are answering my comment, such protective passion for the ad seems a little bizarre!
20 Jun 11
2:01 pm
Is it as interesting for the non-Melburnians who can’t play “pick the location”?
Don’t think so…
20 Jun 11
2:14 pm
Yeah, it was ok. I’m in the demographic it was aimed at, and I’ve had nights like the ad depicted (with the exception of running through the Vic library of course, wanky tack on), but not sure if you dont know Melbourne, how you’d enjoy a night like this, not knowing where to find the cool spots?
If you came from interstate, you might accidently end up on King street looking for a night out, and that will only end in tears, or spare ‘Spearmint Rhino’ dollars…
20 Jun 11
2:57 pm
I find Tourism Victoria’s ads terribly pretentious and grating, but evidently this is their thing now.
20 Jun 11
3:07 pm
Well done it captures the melboune vibe perfectly and is lovely to watch . Building on an already great idea that has helped shape the Melbourne brand in the mind of this sydneysider
20 Jun 11
3:14 pm
I love this ad – shows all the stuff in Melbourne I actually do.
20 Jun 11
4:06 pm
Um I grew up in Melbourne and live in Sydney – love Melbourne but this ad is…erk. and that hipster male model who keeps popping up lives in sydney…whoops
20 Jun 11
11:14 pm
i dunno about this one, the lose yourself campaign done a few years ago by mojo is very similar to this, different theme I know, but still the same running around, that boy girl scenario thing…
unless thats whats meant to be happening? Going with the same theme??
The lose yourself campaign was better than this with a broader audience range.
21 Jun 11
9:41 am
I definitely think there is a connection with the lose yourself campaign – the boy/girl thing, the cotton twine (balls of wool in the lose yourself campaign) – nice to see advertising that builds on the previous campaign IMO.
I think the ad is right on the money for its target audience. It is definitely more targeted than the lose yourself campaign, but hey, it might have more impact this way.
I am a Brisbanite, who is in love with Melbourne – and I recognise (and love) many of the places in the ad. It certainly made me want to book my next trip!
21 Jun 11
7:50 pm
cool
22 Jun 11
3:27 pm
shit load better than that daylsford crap……..but no point driving traffic to a website if it is the useless.
26 Jun 11
6:03 pm
i just wanna know about the music used for the ad…purpose written or from something else….i wanna find it!!
27 Jun 11
9:06 am
Hello Mandy song is called Perfect Plan u can find it on Sarah Jaffe’s Album Suburban Nature
27 Jun 11
10:36 am
Was Crown a sponsor of the commercial? To me it has a Crown feel.
2 Jul 11
11:45 am
Your playmelbourne.com.au website isn’t working
2 Jul 11
5:21 pm
Website up now
3 Jul 11
12:22 am
I know, the website isn’t working! I’m planning to go to Melbourne in October and was hoping to go on for ideas on what to do/where to go. Any suggestions?
6 Jul 11
12:21 am
I am from Brisbane and this ad has been pipped out a fair bit on evening commercial tv, its a total load of garbage, i didnt think things could get worse after the balls of twine but obviously i was completely wrong. Dont get me wrong ive been to melbourne numerous times and its a great place, but i just think this ad is total bs
7 Jul 11
8:12 am
I have played ‘playmelbourne.com’ for three weeks now, and cannot find out who has won each week. Where do you list the winners?????
15 Jul 11
9:32 am
I like the ad – plenty of life and fun, attractive cast – it’s catchy… BUT given that it’s Melbourne Australia, not Melbourne Florida, being promoted wouldn’t it have been better to use an Australian singer – preferably a Melbourne one – for the sound track rather than one from Texas … we aren’t part of the USA (yet)
15 Jul 11
12:46 pm
It’s an online campaign, right? Targeting younger demographic? Is there an online campaign?