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Loud and Clear spruiks fictional business for 100 Bloody Acres

Morgan's OrganicAn advertising campaign promoting the fictional family business Morgan’s Organic has been released to promote Australian slasher comedy 100 Bloody Acres, which will be released next month.

The campaign was created by Melbourne agency Loud and Clear, Screen Australia, and film producer Julie Ryan. The ads star Angus Sampson and Damon Herriman in a satire of poor-quality campaigns.

The Morgan’s Organic fertiliser campaign also includes a business website, social media channels, an online community newspaper, and two hours of fake radio broadcast.

One of the ads, called “smelly bags,” was listed on Buzzfeed as one of the worst Australian ads ever produced.

100 Bloody Acres will be released in Australia next month after making its debut at the Melbourne International Film Festival last year. The film began development back in 2010.

Fiona Cameron, chief operating officer at Screen Australia said: “This is the first time that the story world for an Australian fictional feature film has been extended into the online space with such a comprehensive multi-platform strategy. The digital extension aims to increase awareness and create engaged anticipation for the film as audiences explore the ‘Morgan’s Organic’ campaign”.

Joel Beath, Loud and Clear’s multi-platform content producer said: “The campaign pivots on analytics, creating a smarter and more targeted delivery of content. This approach enables us to refine and remarket to people consuming our content. Ultimately we are delivering greater exposure for the film without increasing the marketing spend. This works well for the Australian industry, as we are traditionally dealing with lower marketing budgets than Hollywood.”

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