E-cigarette company kicks off launch campaign to raise awareness amongst Australian smokers
Electronic cigarette company Liberty Flights has kicked off an online campaign introducing its product to the Australia market.
The online ad, created by Locals Pony Productions, aims to make Australian smokers aware of electronic cigarettes and features a traditional smoker’s date being hijacked by a bearded stranger smoking an e-cigarette.
Director Angus Mullane told Mumbrella: “The biggest challenge for us we didn’t want the film to re-socialise smoking so we wanted to target existing smokers and offer a better alternative.”
Liberty Flights marketing director Simone Davis told Mumbrella: “This is the first step into the Australian market. We wanted to create awareness in the marketplace that electronic cigarettes exist.”
The online video will be followed up with an educational program, Davis said.
Credits:
- Writer/Director: Angus Mullane
- Producer: Tyson Mullane
- Line Producers: Jackson and Joshua Mullane
- 1st AD: Michelle Nagy
- DOP: Dale Bremner
- Editor: Kent Hau
- Sound Design: Noise International
- Colour: Ben Eagleton
- Production Company: Locals Pony Productions
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Isn’t the issue in Australia that the “juice” can’t be sold with nicotine in Australia?
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Gave up the durries once with ecigs as stopgap.why no nicotine when nicotine is legal in cigs,gum ,patches? Will try again with ecigs but the nic hit would make it easier,then ease off the nic. C’mon govt help us out here or is your revenue the real issue?
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What an awful ad :/
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weirdo with the beardo hahaas funny ad
i need one of those vape stick things… are they dangerous tho?
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I reckon that a few people understand that tobacco cigarettes as a consumer product and if we followed the manufacturers guidelines – would kill one in two who use it – over the long haul…electronic cigarettes or personal vapers are an alternative for the consumer, not much more complicated than that….and today, you can buy as many bloody durries as you want on shore, which is hmmmm, freedom of choice….and Nope you can only buy e-liquid (nicotine), from over sea’s….it’s going to be an interesting period .. https://www.youtube.com/watch?v=aYKB4AH_Er8
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yeah Mike awfully good! haha
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Gave up smoking 10 months ago and switched to disposable e-cigs which I import from both Ireland and V2 in the States (they have also set up a website here in Australia now) an expensive option, but works for me. Hopefully the forthcoming 2014 study on e-cigarettes use, as a alternate stop smoking tool, by the University of Queensland will encourage the Government here to legalise the sale of e-cigarettes in stores.
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great ad, too funny, but maybe you need to be a vaper or smoker to really get it? Let’s face it, vaping is the new sexy! LOL
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Good to get a bit more exposure in Australia. I bring them over from New Zealand from a company called Elusion which I have found to be very good.
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Feels like the guy from Hangover has been cast in a Heineken ad.
Yet strangely, it doesn’t work.
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That’s made me smile, and I have the Tuesday blues….
Great sound, colour, and editing….and the message has made me curious about “liiibbbberty flights”.
Where can I get one from
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That’s a great idea, so you can smoke these inside ?
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That’s an interesting marketing challenge, as I believe they cannot be sold with Nicotine in Australia, however, you can personally import Nicotine from Over Sea’s.
I wonder what budgets they have, I do know that traditional tobacco companies, are hedging their bets, and have been launching their own e-cigs, and also acquiring these new start-ups.
Great awareness piece, looks like it was not cheap to produce…..
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This made me laugh,
Great advert, about time there was some amusement in the Australian ad space and if they have that effect on the female of the species then I for one will indulge!
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These comments are really bizarre. Especially the weird spelling error made by two different individuals, and the statistically-improbable showing of tobacco lovers.
The astroturfers are out in force?
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The fact is that e-cigs save lives of people who would otherwise smoke tobacco. The health risk is minimal if any at all and they are no where near as addictive as Tobacco since Nicotine alone is not so addictive. E-cigs have nothing to do with smoking and are are a great way for people to keep enjoying their habit without the risks of burning Tobacco. I certainly enjoy e-cigs and don’t intend to stop using them just like most others including you don’t intend to stop drinking alcohol or coffee.
Governments should embrace e-cigs, it is the one and only way to eventually stop 20% of Australians using burning Tobacco.
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“The astroturfers are out in force?”
LOL, seriously? there are plenty of legitimate vapers out there with an opinion, believe it.
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Sharon, the spelling of “Over Sea’s” makes it likely Andrew Dent and Media Aunt are the same person, it is a very unlikely typo for two separate people to make.
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I’m pretty sure that mUmBRELLA would be able to do a reverse DNS look-up, and check the IP’s of the comments…..and editorial guidelines, would restrict comments from the same IP, under pseudo names….
Yes, I am a shocking speller, and it appears media aunt is as well.
On a serious note, the campaign is going well, and we are excited to be here, offering a true disruptive innovation to the Australian & New Zealand marketplace, and the best channel to market is ?????….
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