‘Summer starts on TikTok’: Uniquely Australian moments highlighted in new campaign
In its second national brand campaign, TikTok is highlighting all of the elements of summer that are uniquely Australian, from Christmas in the sun, cricket, and road trips to all the ‘big’ statues.
Drawing on local content throughout the app, each element of the campaign presents a different trend of Australian summer, that will be updated in real time throughout the season.
TikTok ANZ general manager, Lee Hunter, said: “Summer Starts on TikTok is a celebration of Australian culture and how that translates to the fun and excitement of the summer season, especially this year, as we finally get to say goodbye to 2020.
“The campaign showcases the uniquely Australian content that some of our most creative and entertaining creators are sharing with local audiences, who see themselves represented in amazing videos that are reaching the world”.
The campaign, created by Akcelo, kicked off in late December with a 30 second hero film of TikTok creators celebrating summer, and a campaign film featuring Christmas content.
The out-of-home component of the campaign will react in real-time to trending moments of the summer, highlighting relevant creator content alongside the ‘Summer starts on TikTok’ slogan.
On 15 January, a giant inflatable cockatoo, touted to be the world’s biggest inflatable Australian native bird, appeared in Sydney’s Darling Harbour. The activation payed homage to Australia’s Big Banana and the Big Prawn, owing to its dimensions of 12m tall, 17m long and 13m wide. A second native bird is also set to tour the country alongside the ‘TikTok-A-Too’.
TikTok’s first campaign in Australia launched in September 2020, and was described as a “key element” of the platform’s local strategy. The campaign celebrated TikTok as a place for people young and old, and highlighted the diverse community of people on the platform.
“This year TikTok has gone beyond just gaining traction, to truly becoming part of Australian culture,” general manager of global business solutions, Brett Armstrong, said of the summer campaign.
“We see that play out through the stellar local content that captures our uniqueness and is helping to drive incredible engagement. Our ‘Summer Starts on TikTok’ campaign is an opportunity to leverage that local-love for the platform to build the TikTok brand and further drive audience growth as we head into the new year.”
