Adtech: ‘Standalone campaigns are dead and Best Job missed a trick’
Standalone ad campaigns are dead and the Best Job in the World campaign was a “huge missed opportunity” for Tourism Queensland, today’s Adtech conference was told.
Panellists at the Sydney event urged a shift away from launching a standalone campaign and then simply moving onto the next one if brands are to truly engage with their consumers.
Dale Cohen, GM of BigPond Online Network, told delegates: “I think the campaign is dead because it is increasingly about maintaining that relationship and social media is just a big CRM.
“Really it’s a way for you to maintain ongoing contact and if you just run a campaign that gets 5,000 people onto a Facebook fan group and then comes the 31st of March and that’s it, then what next? Then what the hell did you do that for?”.
His comments echo those of his colleague Karen Ganschow who yesterday made a similar point to the conference.
And Nic Hodges, Clemenger BBDO’s digital creative director, pointed to the missed opportunities of the multi-award winning Best Job in the World campaign. He said:
“They had that many people engaged in an idea. There was the opportunity to make that an ongoing thing and do Best Beach in the World, Best Pub in the World, Best View in the World, or turn it into a travel site. I don’t care what they do with it, but the fact is that they had a bunch of people who were engaged in an idea and a community that formed almost overnight and they did nothing with it.”
Hodges added to Mumbrella:
“It’s a comment I make in hindsight, that in a perfect world if you had community managers and you had really savvy agency and marketing people there, that as soon as you see what you’ve got, my first question about it would be: ‘This is a really great idea. What do we do in the end? How does it finish?’
“Obviously their answer to that question is ‘oh well we have this guy who writes this blog’. But I don’t think that’s actually why people were engaging with it.”
Tourism Queensland boss Anthony Hayes recently wrote about the successes of the campaign, highlighting how it had exceeded its expectations. In a piece on Mumbrella, Hayes wrote:
I’m sure by now you’ve all heard the fabulous facts and figures about the Best Job campaign’s publicity, website visitation and social media engagement. Suffice to say that the public engagement has blown us away.
The Best Job in the World succeeded in securing unprecedented international travel trade interest. The campaign has opened many doors internationally for Queensland. We are seeing the Great Barrier Reef brochured and packaged by many influential travel agencies, in many cases for the very first time, and that is what ultimately leads to sales.
Conversion of the new level of awareness into travel bookings is a long-term proposition.
Sarah Whyte, Tourism Queensland digital marketing manager, also attended Adtech to talk about the success of the campaign.
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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“They had that many people engaged in an idea. There was the opportunity to make that an ongoing thing and do Best Beach in the World, Best Pub in the World, Best View in the World, or turn it into a travel site. I don’t care what they do with it, but the fact is that they had a bunch of people who were engaged in an idea and a community that formed almost overnight and they did nothing with it.”
Enough said.
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Nic Hodges Clemenger/BBDO’s Digital director should’ve remembered TQ is a Clems client before he started telling TQ [and others] how stupid they were. Maybe that explains the ‘back-down’ in the additional comments to Mumbrella.
Lesson learnt: Think before you speak.
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I was in both sessions at Ad:Tech and thought Nic’s point was a good one about not making the most or taking complete advantage of the Best Job success…..
I then attended the Best Job case study presented by Sarah Whyte immediately after where she presented the campaigns TQ have since added to the campaign (including TV series on Nat Geo) including their Best Beach campaign etc etc
Let’s face it, it was a bloody good campaign that was executed brilliantly and you can either pull it apart and be critical or congratulate TQ and their agencies on its success. It’s ok to look at the success of someone else’s work from time to time and say ‘well done!’
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Bottom line is it generated over $400 million worth or publicity.
Congratulations Tourism Queensland!
Was the agency Clemenger, no.
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The interesting thing with this campaign was that apart from it being great, generating a huge amount of publicity & garnering copious awards for Sapient Nitro, in the end Sapient Nitro lost the account & it went to Clemenger.
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“Sharpest ad:tech panel”
http://www.ad-tech.com/sydney/.....ssion=1322
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Awesome about the publicity. But it it increase tourists to QLD? Anyone know?
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We all know TQ Best Job was a great campaign, but let’s not get precious and bag anyone who suggests it could have been even better.
Nic’s comment is spot on – continued engagement, rather than campaign-centric thinking – is a far more exciting way for a great idea to deliver its full potential.
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The major issue is that Sapient Nitros’ best job in the world campaign was followed up by Clemenger’s Monkeys fiasco. It only lasted a few weeks so I assume it was rightly pulled. Totally disconnected and missed a major opportunity. So ironically the flaw was with Clemenger’s follow up and this was pointed out by Clemenger!
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Oh yes they did and are. TQ is still communicating with their community . . . and making the most of the millions of dollars of publicity their scored from a small budget campaign.
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