Australia Day: Get in or get out of the way
When it comes to Australia Day, brands need to pick a side of the fence or simply get out of the way, writes The Media Store’s Kirsten Nicola.
If America has the Superbowl and England has Christmas, then Australia Day is the do or die moment for advertisers in Australia. Brand participation in the day fluctuates year by year, however there are some who have consistently stood by the day as an advertising opportunity.
According to Review Partners’ annual Australia Day research study, there is a growing movement towards changing the date of Australia Day, however at this point in time the majority of people are happy to keep the public holiday where it is. Australia Day is rife with controversy regardless of whether brands choose to engage with it or stay far away.
Source: Review Partners, Australia Day 2017 & Australia Day 2018
thanks for sharing Kirsten. really well written perspective and, fantastic to see a piece with some actual sales numbers! it certainly makes your examples more impactful. other writers on this website should take note!
Good article Nicola.
An average 21% increase since the campaign started is excellent proof. Just one-third of the increase (6.8% average-on-average) was due to price inflation which means that two-thirds was marketing driven.
And not a mention, of clicks, likes, shares … just pure cash register results of an excellent branding campaign.