ABC ad campaign invites the audience to ‘Enter’
Moon Communications Group has created a campaign for the ABC focusing on the broadcaster’s new message of “Enter”.
The campaign aims to raise awareness of the availability of ABC content on platforms including TV, radio, online, mobile and at ABC Shops.
Michael Ebeid, the ABC’s director of corporate strategy and marketing, said: “As the ABC continues to develop in the new media landscape, our strategy is to take our content and deliver it to the audience when they want, on the device or platform they want and in the format they want.
“The feedback we get from audiences is that they are often unaware of what the ABC has to offer, but when they discover what’s on offer they are constantly surprised and delighted. We need to raise the awareness of the breadth of ABC content available across all of our platforms.”
The campaign will appear as promotions on ABC Television and across the ABC Radio network, as well as online advertising, on billboards and across ABC social media activity.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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Man in car park.
Man sees something.
Man does Toyota’s ‘Oh what a feeling’ jump.
Enter ABC.
Makes sense to me!
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try to enter abc’s various portals and tie yourself in knots.
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‘Enter’? Looks more like the ABC’s jumping through hoops to appear innovative… was that also the point?
Not sure if having the end frame feature the words “online, mobile, TV, radio, shop” is really enough to make the ABC seem ‘new’ – cause the sky writing styled logo certainly isn’t.
I’m already a fan anyway, so these ads do nothing to make think any better or worse of the public broadcaster – though to be fair, I guess it could attract the attention of people who only sporadically dip in and out of the ABC? Maybe the ad could work with them.
Btw, audiences are “constantly surprised and delighted”…. cute. Yes, I know I’m always surprised and delighted by the networks… 😉
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@Nick +1
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Is that it? Just the one TVC? Surely they’ve produced a whole suite of materials for this campaign – can we see more???
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Hi Nance,
I’ve added in a couple more posted by AdNews for your delectation.
Cheers,
Tim – Mumbrella
Dreadful. Simply dreadful. Surely the ABC could have produced something of this standard (ie. sans an idea) without the aid of an ‘agency’?
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now I am truly going to ask, “is this simplistic amateurish shite what my taxes pay for!”
I want my money back please aunty
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What more would you expect from a bunch of black turtleneck skivvy beret wearing designers?
A lot more.
So much more.
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