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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.
Wrigley’s spearheads new gum launch with social media campaign
Wrigley’s has today launched an ambitious social media campaign masterminded by Clemenger BBDO Sydney to promote its new range of gum, Five.
As well as paid HD TVC ads on YouTube, a separate YouTube channel, the “continuously evolving sensorial experiment” includes a 5Feed home page, Twitter feed, Facebook page, and Flickr feed. The aim of the campaign is to encourage consumers to remix content, a spokesman for Wrigley’s told Mumbrella.
The sugarfree gum was launched into stores over the last few days. It comes in three variants – pulse, electro and cobalt.
The site features the work of artists, musicians and designers and invited consumers to create mashups or submit their own efforts.
Clemenbger BBDO is behind the social media elements of the campaign, while the TVCs have been adapted from international work:
July 13th, 2009 at 12:35 pm
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Comments
13 Jul 09
12:41 pm
Looks like a well thought out campaign. Will be interesting to see how people respond in their chosen social channel. BTW link to the 5gum site is not working (seems to have double URL in it)
13 Jul 09
12:57 pm
Thanks for pointing that out.
The link should be working now.
Cheers,
Alice – Mumbrella
13 Jul 09
1:05 pm
Strategy and concept seem to be solid (stimulate your senses), but it doesn’t seem to me as if there’s any incentive to participate (or remix). Can’t remember a lot of other local social campaigns without an incentive or prize of some sort. Will be interesting to see the traction generated in the absence of motivated participation.
13 Jul 09
1:51 pm
Slightly off topic, am I the only person who thinks the packaging for this gum makes it look like condoms?
13 Jul 09
1:53 pm
I applaud the different approach in both campaign and packaging – hopefully supported in the product which promises a lot.
It will be interesting to see if the urban cool of the campaign matches the target chewer.
13 Jul 09
1:53 pm
No! You’re not, Jen. I saw the boxes in my newsagent last week and had the very same thought…
Cheers,
Tim – Mumbrella
13 Jul 09
1:53 pm
No. You’re not. I’m so glad you said that. Thought I was the only one.
13 Jul 09
1:54 pm
Condoms or cigarettes?
13 Jul 09
1:54 pm
Agree with Jen, definitely looks like a condom pack. Let’s hope they don’t get them mixed up.
13 Jul 09
2:00 pm
No bloody wonder I can’t get if off my d**k. If she gets up the duff, I’m suing.
13 Jul 09
2:17 pm
I suspect, by the way, that I’ve not done the thinking and strategy behind the campaign full justice in the way it’s written up.
It was one of those cases where the gap between spotting the campaign online and needing to get the story up was short, and the PR lines were not
(I called Clems, who referred me to the marketing director, who referred me to their PR agency, who referred me to another PR agency who referred me to the brand manager who was too busy to talk for very long).
So if someone from Clems or Wrigley’s does want to explain a bit more about the user generated content side of things, then please do.
Cheers,
Tim
13 Jul 09
2:52 pm
The ads were launched by AMV BBDO (London) and Energy BBDO (Chicago) back in 2007. See the story at The Inspiration Room: http://theinspirationroom.com/.....ur-senses/
13 Jul 09
2:57 pm
love the suing comment. for some reason guys are the focus of the campaign. Girls love excitement too.
13 Jul 09
3:49 pm
Very good television because it’s very single minded.
13 Jul 09
3:53 pm
“The aim of the campaign is to encourage consumers to remix content.”
I might be a simpleton but wouldn’t the aim to be to sell more gum?
13 Jul 09
4:16 pm
Oh Ben! That’s so last century.
Next you’ll be asking what return the digital component gave.
13 Jul 09
8:11 pm
Very dynamic creative and solid consolidated digital media strategy. It will be interesting to watch consumer response. I do observe the campaign with some confusion as to the target audience, seemingly males, and how it will connect with them to truly engage them to ‘remix content’. Males are, in our experience, pretty lazy when it comes to empowering. Well built, but will they come?
14 Jul 09
12:47 am
Some of the content on there is quite good. Loved the photos of the packets in the air.
http://5gum.com.au/index.php/a.....rtist_id=8
Will be interested if people “remix” the content. Not sure there is much incentive.
Sad thing for me is the artists dont get much of a feature. Just their name and no link to their profile or more info.
I’m hoping they engage more than 5 artists but as it’s 5gum that might be it? Seems like a soft launch while we wait for all the other “cool” content to be uploaded?
14 Jul 09
8:48 am
well done nic and crew and clems…’remixing’ is a well established trend in the USA, but good to see a brand bring it to australia and innovate around it using social media tools….good stuff guys
14 Jul 09
1:11 pm
“There are currently no remixes, download the artist’s assets from their page and be the first!”
I’m sure it will get moving – even without an incentive – but might be a good idea to get a little bit of seeding going on. Nothing worse than a site relying on content generation with nothing on it.
14 Jul 09
1:22 pm
The whole campaign seems to be a big remix of a bunch ideas currently being executed.
Even Cornetto had a remix competition over summer! So this concept just seems to be a bit dated. By ‘bit’, I mean very dated.
I just can’t see anyone remotely interested in music production, or remixing, spending their time on this, when there’s about 20 other much better remix competitions happening that’ll gain you either a) cred, or b) a great prize.
This has neither. And even Cornetto had a ‘remix machine’.
And with regards to content links, etc, check Becks Uberselktor. That was/is same idea, but better looking. And atleast they promote all Australian content. These links had me all over the world. Gotta support within own turf if they want that support back.
Right, my breath stinks from whinging too much. I’m off to get some mints.
14 Jul 09
2:27 pm
Is that really what chewing gum consumers want?
Or is it the media/creative de jour?
14 Jul 09
3:27 pm
Hmmm… still no remixes. I’m in two minds about this one. On the one hand I think the barrier to entry is too high for so little incentive, and that will hinder involvement. Someone mentioned ‘lazy’ above, and I think there’s something to that.
On the other hand, the barrier should encourage people to explore and discover, and the end results will probably be better for it.
While not wishing the campaign anything but success (it looks awesome BTW), I just don’t think it has what it takes to truly ‘go off’.
14 Jul 09
6:26 pm
slick site, nice design. as a user i’m not sure what i’m supposed to do. have to assume they’ll be adding more content as there’s not much interesting for joe schmoe here.
15 Jul 09
11:10 am
Love the campaign, hate the packaging.
15 Jul 09
2:06 pm
Without sounding too negative perhaps the problem here is that the demand for a new chewing gum is debatable, however fancy you dress it up, however ‘exxxtreme’ you make the TVCs, and however much you try to build a buzz around it.
There are already so many varieties of gum cluttering the front of cash registers around Australia and across the world. Clearly there’s money in the market but in terms of innovative thinking this campaign doesn’t really deliver for me.
What is the truth of this brand?
Be damned if I can work it out.
15 Jul 09
4:38 pm
Take an ad that is two years old http://www.youtube.com/watch?v=PLp9gSpUQFM
and tell people to remix it.
The challenge is, this is not the type of ad that communities habitually mashup. It is an ad that wins industry awards (it won some in 2007, no?) but not one that inspires user generated content.
The WhereTheHellIsMatt.com and Stride Gum has much more of the hooks for community created content – particularly being easily copyable, and not pushing the production values out of reach of normal folk. I liked the guy that danced in his undies in front of laundromats
Easy to copy, easy to understand, easy to create/edit… not agency created artwork.
We’ll see – perhaps the content creators are ready for level of commitment but something tells me… no. And if it’s taking an ad that is two years old and simply rehashing it (no new shots, just remixing) give that to the interns in the agency, not creatives in communities. They ain’t buying.
Sorry, I’m with Duncan of the Inspiration Room but hey, good luck with it. Hope you prove me wrong Wrigleys
15 Jul 09
8:23 pm
Laurel did you actually visit the website? It doesn’t look to me like they’re asking people to remix the tv ads, but the other pieces of work on the site.
On a slightly related note, interesting how this post has gotten so many comments, could it be from the ‘social media experts’ all needing to throw in their 2c (some without visiting the site by the looks) because social media was mentioned in the title?
15 Jul 09
9:21 pm
yeah I went there – massively confusing site… Usability is a whole different issue. Wot gives with these sites that try look like 25 TV stations playing at once, eh?
16 Jul 09
12:59 pm
Oh dear. This campaign is going to flop harder than Trent Waterhouse onto an unconscious Stephen Price.