Marketers spring into action as Julia Gillard takes control
Marketers and the media swung into action this morning with a series of topical ads as the unexpected change of Prime Minister took place.
First off the mark was Jetstar, with an ad online and in this evening’s edition of mX featuring ousted Kevin Rudd with the question “Taking a break?” and offering flights to Newcastle.
Meanwhile, Brisbane digital agency Memery went into overdrive on behalf of weight loss client The Diet Plate after the breaking news wiped out its PR plans.
The company had paid for Dr Ian Campbell, medical adviser to the British version of The Biggest Loser to come to Australia with plans to speak on programmes including Nine’s Mornings with Kerri-Anne Kennerley to the ABC’s 7.30 Report. Most of those appearances have now been cancelled.
I
nstead, Memery has created a series of topical search ads so when users Google Kevin Rudd, Julia Gillard or others.
They include:
Targeting Kevin Rudd:
The Diet Plate
Lose weight while
eating humble pie
http://www.thedietplate.com.au
Targeting Julia Gillard:
The Diet Plate
Portion control
for women in control
http://www.thedietplate.com.au
And:
The Diet Plate
Just devoured a PM?
Have a light dinner
http://www.thedietplate.com.au
Targeting Malcolm Turnbull:
The Diet Plate
Revenge isn’t the best
dish served cold
http://www.thedietplate.com.au
Targeting Tony Abbott:
The Diet Plate
Microwave safe. In case
of global warming
http://www.thedietplate.com.au
Targeting Bob Brown:
The Diet Plate
When you want to eat
more than greens
http://www.thedietplate.com.au
In his blog, Memery’s Matt Granfield said: “They’d been hoping for a slow news week. You could blow up the Sydney Harbour Bridge today and noone would notice. Rather than moan about how we were going to get buried, we thought we’d run some ads taking advantage of the situation.”
And The Sphere Agency has prepared a new print ad for Nando’s which will run in News Ltd papers tomorrow:
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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Thanks for the mention Tim, It’s Granfield though, not Greenlease 🙂
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Oops – sorry about that, Matt. I always get the two of you muddled up…
Cheers,
Tim – Mumbrella
The Memery work had us all in stitches
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Great stuff, love to see such timely reactions to current news events. It really shows how fast you can react in the online space.
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Brilliant work, Matt.
An awesome case study on rapid response and using a combination of good digital strategy and clever creative messaging. Well done.
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How did Jetstar miss the orange connection between them and the new PM? Would have been the first angle I took.
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Super quick thinking and great to see an alternative to ‘poor me’ excuses for poor exposure. Well done.
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Stu, we did think of it, but i think technically Julia has red hair not orange hair.
Post your idea and we’ll run it if it’s good!
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Why doesnt Redheads Matches just have a pic of the Redheads girl, and Julia Gillard and add a “?” at the end of their current slogan “start of something good..”
SEEK – I hope yr onto some clever ads for Rudd as well…
Will be waiting fella’s…
Ranil.
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You never can tell, just what is going to happen next in this crazy world!
(Edited by Mumbrella for gratuitous plug)
Kay Illingworth
Creator of The Diet Plate complete weight management solution
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Can any of you guys confirn the rumour that Baz Lurhman has been approached to do a remake of Coal Miner’s Daughter with Nicole Kidman playing MsGillard?
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google ads take 2 mins to make. dont get all the fuss
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http://bloghudson.wordpress.co.....rtisement/
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