Automotive - August 2019 Market Update

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Overview

Advertising spend across the Automotive industry remained relatively stable for August 2019, seeing over $49.9M spent. Upon historic analysis, a significant drop is identified when compared to the same period last year.

Automotive Advertising Spend by Month

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Source: BigDatr - August 2019 Media Spend


This represents a significant -7.6% decrease month-on-month, compared to the same period last year (August 2018). This decline looks aligned with the Automotive industry as a whole: vehicle sales declined by -9.9% month-on-month, year-on-year, with reported figures at 82,336 units in August 2019 compared to 91,376 units for August 2018.

 

Automotive Advertising Spend by Media Type (August 2019)

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Source: BigDatr - August 2019 Media Spend


When comparing August 2019 with the previous month (July 2019), Digital Social is up 52%, Free-to-air TV is up 9%, Subscription TV is up 7% and Radio is up 44%. A large contributor of this increase may be related to opportune timing to capture attention in the lead up to AFL finals. On the flip side, Digital Display is down 14%, Digital Search is down 7% and Out of Home is down 17%.

 

Automotive Advertising Spend by Category (August 2019)

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Source: BigDatr - August 2019 Media Spend


SUV Large <$70K ($8.9M)
has the largest advertising investment in August 2019, closely followed by Corporate Branding ($8.4M) and PU/CC ($8.0M).

The big push for advertising spend in the SUV Large <$70K category was driven by Subaru with the Every Moment Is A Chance To Do campaign, contributing over $1.8M.


September 2019 forecast - looking ahead

  • Toyota push hard, leveraging the AFL finals

  • Volkswagen expected to be in the Top 5 advertising spenders with the push of the Golf Trendline $24,990 retail offer and the Amarok V6 Canyon

  • Holden look to allocate the majority of annual media budget to Colorado

  • Ford and Mitsubishi are relatively quiet for the month...

Automotive Advertising Creative Comparison

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The luxury vehicle segment has a new leader when it comes to best performing advertising creative. BigDatr has used its unique position in market to conduct an unbiased comparison of TV advertising commercials across the Automotive industry, focusing on the sophisticated and ever-competitive luxury market.


Data & Methodology

We ran multiple ad tests past a 1000-strong sample of the Australian market; aged 18-65+ years, gender non-biased. The results have been weighted to be representative of the general Australian population, with respondents spanning multiple facets of the market. The areas which were assessed and scored include Recall, Brand Recognition, Engagement, Relevance, Likeability, Comprehension, Differentiation and Brand Consideration.


The locally-made Australian ads

Both Lexus and Audi have local creative agencies engaged to produce advertising creatives tailored to market which carries a price premium. Does this give them the edge over the competition?

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Lexus - Take Control Of Your Journey
Launched: 28 Jul 2019
Watch the ad

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Audi - The All-New Audi Q8. Enough Said.
Launched: 20 Nov 2018
Watch the ad

The international ads repurposed for our local market

Mercedes-Benz and BMW opt to reuse international creative as the foundation for their campaigns, with localisation tweaks. This carries a significantly lower cost as concept originated is largely global. Does this method still provide the luxury giants with as great cut through, enabling greater investment in premium ad space Vs creative costs upfront?

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Mercedes-Benz - All Kinds Of Strength.
Launched: 30 Jun 2019

Watch the ad

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BMW - The X7
Launched: 13 Apr 2019

Watch the ad


Results

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The benchmark is defined as zero (0) base in the charts: derived by testing comparative advertising campaigns across Lexus, Audi, Mercedes-Benz, BMW, Volkswagen, Genesis, Volvo, Infiniti and Land Rover. In this case, zero (0) denotes the industry average or 'benchmark'. A positive score indicates where the advertising creative performs better than average and a negative score shows where there is room for improvement.

 

Recall

Best performing: Audi

With the Audi campaign running in market the longest and $2M+ worth of media spend allocated, we're unsurprised it does perform well for Recall. Expect the scores for Lexus and Mercedes-Benz to increase over the coming months as these campaigns continue to run and become more familiar.

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Branding Recognition

Best performing: Lexus

All brands scored higher than the industry benchmark, although Mercedes-Benz surprisingly lower. We did expect BMW to rank lower for recognition given the ad contains the smallest logo comparatively with the supporting text "Bayerische Motoren Werke" potentially unrecognisable to many (hint... its BMW). Given the BMW X7 has that incredibly large signature front grille, this might make up for this, although Lexus still pips BMW to the post!

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Engagement

Best performing: Tied, Audi & Lexus

All brands score fairly low on this classification, the biggest contributing factor for Engagement seems to be differentiation; people like to watch something they identify with as both new and unique. Although not in the comparison here, the new Land Rover Evoque campaign scores top marks in this area, be sure to take a look.

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Relevance

Best performing: Lexus

The locally-made TVCs from Lexus and Audi take the win here. Potentially, this suggests that ads do reap benefits among a viewing audience when created with the local market in mind. Are the gains significant to justify the premium in cost? We'll leave that for you to decide when analysed amongst the many contributing factors to an ad's success.

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Likeability

Best performing: Lexus

The Lexus creative ranks the most likeable of the bunch: the idea of quitting the job you don't enjoy and taking control of your life seems to resonate with the market (particularly amongst those aged 35-65 years). Mercedes-Benz however scores very low in this area with the advertising most disliked by 35-44 year old males. This could be an indicator of a lack of Comprehension - if you can't understand the ad you simply don't like it...?

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Comprehension

Best performing: Tied, Audi & Lexus

The of-the-moment trend seems to be "dark" cinematic advertising in the luxury segment, it doesn't hurt to turn up the brightness to make things easier to follow. Mercedes-Benz once again scores very low for Comprehension, with both males and females in the 45-54 age band struggling to understand the ad. The Comprehension score is even lower for both genders aged 65+.

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Differentiation

Best performing: Lexus

This creative on first inspection seems risky by Lexus, but it has hit the mark with the intended audience. Seemingly, it's a TVC that stands out when lined up against the competitor set. It's also worth taking a look at the Infiniti - The New Infiniti Q50. Empower The Drive. campaign supported by NBA All-Star Stephen Curry that also scores high for Differentiation.

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Brand Consideration

Best performing: Lexus

For those that Lexus targets in the 35-44 age bracket, this ad scores seriously high points with the vast majority - catapulting Lexus into their intended purchaser consideration set. A goal that Lexus no doubt had set its sights on.

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Overall Scores

Lexus wins this head to head by a slim margin over Aud. Below is the breakdown of exactly where the Take Control Of Your Journey campaign has the edge over the competition.

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52
/ 100
Lexus - Take Control Of Your Journey

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51
/ 100
Audi - The All-New Audi Q8. Enough Said.

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46
/ 100
BMW - The X7

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45
/ 100
Mercedes-Benz - All Kinds Of Strength.


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Vote For Your Favourite 2018 Ad - BigDatr's People's Choice

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In saying farewell to 2018, we’re taking a moment to look at the biggest, most prominent and most interesting campaigns from the year past. Last year in advertising was one in which we saw a theme bigger than just selling products, but one of regaining consumer trust in the face of skepticism and tackling timely social issues.

Looking through BigDatrs Campaign Library collection, you can follow all ad campaigns from launch to conclusion, and keep tabs on your brands of interest.

Check out our list of campaigns below and don’t forget to vote for your favourite


Tradie Boots - Work Boots

Nick Cummins AKA the Honey Badger was already front and centre in the minds of Australians, somewhat because of his athletic status, but mainly because of a bachelor result that left the country in confusion (really, neither of them?). However, Tradie boots use him to their advantage, picking Nick - the quintessential Aussie man to front their campaign.

He's a perfect representative for the brand in this simple, and aussie slang heavy ad spot, which was sure to send Aussies out to buy the 'super cush' work boots.

 

Qantas - Spirit of Australia

Last year, Canstar Blue gave Qantas the top rating in terms of customer satisfaction. Their appeal to customers has always been prevalent in their advertising, preferring to focus on the people rather than relying on sales or deals. It's in this same vein Qantas chose internationally renowned Australian actor Hugh Jackman to be the ambassador for the latest Spirit of Australia campaign.

The Ad had Jackman standing up for Aussie values, and, 'standing up for those that can't' in a push to highlight issues of inequality in our country such as gender diversity, disability, LGBTQI and indigenous issues.

 

Tourism Australia - Dundee

In another tribute to an Aussie film with cult status, Tourism Australia created a faux trailer to showcase the best of Australia. This ad, which premiered during the American SuperBowl, recreates a modern day version of Crocodile Dundee, simply titled, ‘Dundee'.

 

Lamb - Australia Day

It just wouldn’t be Australia Day without the yearly Lamb showcase, this time complete with musical number as well. In the name of combatting political correctness and the divide between the views of the left and the right, Lamb once again unites the nation in this TVC.

Of course any Aussie day lamb ad wouldn't be complete without the irreverent Sam Kekovich making an appearance.

 

Westpac - Lost a Loved One

In the face of the Royal Commission, trust and sentiment with Australian Banks, especially the Big Four, is at an all time low.

These brands have a lot of work to do to turn their image around, and Westpac took this on board with a TVC tackling to support those who are grieving a loss 'If you've lost a loved one, we're here to help'.

 

Johnnie Walker - The Next Step

In their first major campaign launch in a decade, Johnnie walked enlisted Diageo Australia in partnership with creative agency Leo Burnett, to create a $15 million dollar TV campaign.

Titled 'The Next Step,' the ad follows several people on their journey of self-achievement, and heros the product at the centre of celebrating that achievement.

 

Honda - New HR-V

Honda recognises that not all people are the same, nor are their car needs. What better way to do that than get the same actor (Krew Boylan) to play eight different roles in this TVC.

Relating to the very human aspect of owning a car, Honda shows customers that they are, 'As different as the people who drive it.'

 

Mars - Enough Chocolate to Deal With Anything

What would you do if your mum showed up in your life drawing class? In this quirky ad, Mars pairs with Clemenger BBDO Melbourne, to deal with this exact scenario. The main character overcomes his awkward situation, proving theres always, ‘Enough Chocolate to Deal With Anything.’

 

Lexus - The All-New Lexus UX

Late in 2018, Lexus launched a new spot 'Experience Amazing' for their new car, the Lexus UX. M&C Saatchi Melbourne created the campaign which exemplifies the car as smooth sleek and 'designed to anticipate your every need.'

In order to show this we seen a young professional woman on her everyday commute, but hands reach out of the car to adjust seats, and hand over coffees, if only getting to work was really that seamless!

 

Optus Sport - The Good, the Bad and the Beautiful

In the lead up to the 2018 FIFA World Cup, Optus Sport geared up in preparation to be the official Australian streaming service of the games. Passion is the theme that surrounds the campaign, with fans of all ages screaming in triumph and frustration, undeniably united by the good, the bad and the beautiful emotions released while watching a football match.

 
 

The story behind Brand Profile

We are having an exciting start to the new year here at BigDatr HQ: the unveiling of the biggest product yet, Brand Profile!

As a company our goal is to empower businesses to make better decisions through data driven competitor intelligence. We recognise that finding a quick and easy solution to compare a brand to competitors, and to digest data in the easiest way will allow for better business decision making.

Under our roof we have a bunch of talented experts from Product Development, Marketing, Customer Success, Sales and Data Scientists and collectively we felt that there was a gap in our product. We wanted to create a stickiness that will get our users wanting more and more.

Between exclusive industry partnerships and our highly skilled research team, we know that our data is a game changer for brands. Our problem was that we weren’t conveying it in the best possible way. Users have to really ‘dive deep’ into the platform to search what they’re looking for, and most of the time they may not know exactly what they need to be searching. Our Analytics team pulled out some really interesting metrics on user behaviour and retention rates and we all agreed that the platform needed some sprucing, so we all took this problem to the drawing board and voila! Brand Profile was born.

What is Brand Profile?

Brand Profile is a competitive analysis and reporting module, designed to help dissect monthly media spend and campaign data for every brand. Each profile provides a full scope of a brands marketing strategy with a monthly rank position, all in the one view. From campaigns to media value and active creatives running in market, Brand Profile unites everything about your competition, to empower better decision making.

The module makes media value data more transparent across brands, so you will be able to see the fluctuations month by month, and across media type and category. The brand ranking system is designed to show the big picture of where a brand sits in market for the month.

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When we designed the ranking system, we wanted to show users the brands that they should care about. We’ve created something which can easily identify the categories and campaigns being promoted most aggressively, along with the messaging used to target potential customers.

Why did we embark on designing Brand Profile?

BigDatr started out as an advertising creative feed for brands and agencies, and now we’ve expanded beyond that by creating a platform to help users access and manage all critical market activity all in the one place. Today, we help thousands of customers increase marketing ROI, close more deals, boost sales and improve customer satisfaction.

As our customers needs have evolved, our business and the products we offer have evolved right along with them. Since the very beginning, design and user experience have been a core of our business, and it is part of what has always differentiated us

Processing data can be highly complex, and we believe that everyone should be able to interpret data in their own way. When we reflected on the BigDatr app as a whole, we quickly came to realise that even with the breadth of data we hold, there was no single consolidated page with an overview of our brands. So when it came to designing Brand Profile, we wanted our users to get the answers quickly and easily.

We wanted to showcase our data so that users can see what’s happening in market, and with their competition, so in acknowledging this need we created Brand Profile.

So, how did we get here?

Image Above:    Brand Profile shows a rank of where brand sits in their industry, along with the media value spent in the month.

Image Above: Brand Profile shows a rank of where brand sits in their industry, along with the media value spent in the month.

Before months of research, planning, designing and building Brand Profile, we kicked everything off by interviewing the Data Scientists and Sales team to get more clarity on the problem we were trying to solve. We summed it up with two questions;

If you were a Competitive Analyst;
- What would you ask the client?
- What would you deliver them?

The response was interesting, with each individual answer being a fairly similar combination of asking for detailed competitive benchmarking, to the ability to see media spend and creative breakdowns. The Product, Design and Marketing teams took these responses and came together to collaborate.

We decided on taking a day to have a BigDatr hackathon to make sense of it all. This was the first time we had embarked on a project so large and complex, and we wanted to make sure that all ideas were represented (even some of the crazier ones).

Image above: Comparing our drafted designs

Image above: Comparing our drafted designs

After countless mocks and sketches, the team narrowed down the elements of the page that we felt our users would find most beneficial. Our conclusion was to create a new page in our app where users could easily get high level competitive benchmarks with media value data all in the one view.

We ordered the page in the manner we found most logical, starting with a search by brand, each profile starts with a high level view from where a brand ranks against competition in industry, getting more granular with spend breakdowns across media type and category, and finally a comprehensive but clear view of a monthly campaign schedule and every creative captured in that month.

Within weeks, our team brought the concept to life! Our final touches were iterating on the design and classic BigDatr colour scheme to make sure our new product was clearly aligned to our brand.

Image above: Sneak peak of brand profile scroll through using demo data only.

Image above: Sneak peak of brand profile scroll through using demo data only.

 
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We have been absolutely delighted with our development process and final creation, and once the final product was there we had our traditional BigDatr Gong celebration.

Login to BigDatr and have a play around of Brand Profile, and don’t forget to let us know what you think!

Christmas Campaigns 2018

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The festive season has arrived with a rush of holiday season campaigns centred around Christmas. We’ve wrapped up just a few of the many 2018 Christmas themed campaigns.


St George

 

Apple - Share Your Gifts

 

Amazon - Can You Feel It

 

Bonds - A White Christmas… Down Under

 

Aldi - Santa Crashes Christmas

 

Target - Give a Little Love This Christmas

 

Myer - Naughty or Nice Bauble

 

McDonald’s UK Christmas

NRMA #DontDriveNaughty

2018 Melbourne Cup Biggest Advertisers

Image Source:    The Australian

Image Source: The Australian

Network Seven broadcasted the 2018 Melbourne Cup pulling in 1.83 million metro viewers and 2.7 million nationally, which saw an increase in viewership from last year. The Network is known for broadcasting ‘the race that stops the nation’ however recently announced that this will be the final year, following a $100 million deal by Ten to take over the rights.

Melbourne Cup Day is recognised as one of the largest gambling days of the year for Australians, and we’ve taken a look at the some of the biggest industry and brand advertisers during the 2018 Melbourne Cup. The Automotive industry ranked in as the highest industry advertisers with Lexus dominating with the most number of tv ad spots.

Melbourne Cup Biggest Industry Advertisers (2018)

The Melbourne Cup 2018 - Biggest industry advertisers on TV (Data represented is for ads running during Melbourne Cup Dat only and for only industries BigDatr monitors)
 

Most Promoted Brands during Melbourne Cup (2018)

The Melbourne Cup 2018 most promoted brands on TV (data represented is for ads running during Melbourne Cup Day only and for only industries BigDatr monitors)

Telfast campaign ‘Break Through Hayfever Allergies’ ranked in as the biggest campaign aired during the 2018 Melbourne Cup with a total count of 98 ad spots. Lexus was the principle sponsor this year, and their campaign ‘The All-New Lexus UX’ ranked in second with a total of 75 ad spots.

Most Promoted Campaigns

Top 5 Most Promoted Campaigns (2018)

 
  1. Telfast - Break Through Hayfever Allergies

2. Lexus - The All-New Lexus UX

3. Virgin Australia - Fly Economy X To New Zealand

4. TAB - Better Your Bet

5. Ubet - Tappy. The Easiest Way To Bet In Cash.

Trick or Treat? 2018 Halloween Campaigns

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It’s that spooky time of the year, where big brands unleash their scary campaigns in time for Halloween. Here’s a wrap of Halloween themed campaigns launched in the US.


Burger King - Feed Your Nightmares

According to a study Burger King ran, they have claimed that its Halloween burger will actually give you nightmares. The burger called the Nightmare King, comes with a sesame green bun, a beef patty, chicken fillet, American cheese, bacon, creamy mayonnaise and onions.

The fast-food burger chain also claims that eating Nightmare King (sold in US stores) will make it 3.5 times more likely for consumers to sleep terribly.

 

M&Ms Halloween Ghosted

M&M’s 15 second Halloween campaign ad spot, ‘Ghosted’, produced by BBDO New York, takes on a humorous approach, looking at “surviving” the scariest night of the year. The ad begins with Red and Yellow leaving a Halloween party, seemingly unscathed, as Red remarks how glad he is that they made it through another Halloween without being eaten. A ghostly looking Yellow agrees, only to then float away with a nice bite taken out of his back.

 

Fanta - Flavours that thrill

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To get in on the Halloween celebrations, Fanta (UK) is launching their biggest ever campaign, featuring spooky limited-edition bottles and cans, two new Halloween-inspired flavours, plus their own Halloween event, Twisted Carnival.

The campaign celebrates transformation, from limited edition packs to the sponsored Snapchat lenses and filters. Fanta will run the campaign across digital, outdoor advertising and social spend.

 

Spotify - Killer songs you can’t resist

Spotify launched its Halloween campaign back in June, however the British advertising watchdog group ruled that that the advertisement is too spooky for children. The 60-second spot includes the song “Havana” by Camila Cabello, with a medley of horror film tropes including a maniacal children’s toy, a long and dark hallway, a young woman screaming in terror, and a startling over-the-shoulder apparition in a steamy mirror.

The Advertising Standards Authority slammed the advertisement in a statement saying the ad would be “likely to cause undue distress to children”.

The spot concludes with the tagline, “Killer songs you can’t resist.”

 

Reese’s - #NotSorry

Reese’s created a special Halloween ad with MTV, which you can view here.

While skin-masked ghouls and screaming witches leave two trick-or-treating teenagers seemingly unfazed, the, “Please take one” sign renders them screaming in fear.

 

MARS - Bite Size Horror

Bite Size Horror by Mars, is a series of two minute mini films with a terrifying storyline. Below you will find Snickers and Skittles creepy campaigns.

Campaign above: Snickers - The Replacement

Campaign above: Skittles - Floor 9.5

Heineken - New Friends

In this ad spot we see our main character thrust into a crazy, and clearly unexpected, party experience. With the tagline, “Sometimes the wrong party is the right one,” our beige suited protagonist, mesmerised by the party atmosphere loosens up and transforms from his experience, no doubt aided by the flowing Heineken on offer.

Dior - The Beauty of a Dark Dream

Dior creates three Halloween beauty looks, featuring Bella Hadid rocking some seriously high fashion Halloween looks. The glamorous Halloween-inspired short film titled ‘The Beauty of a Dark Dream’ promotes its iconic Rouge Dior 999 lipstick, Blush and geometrical shapes created using On Stage Liner.

Biggest advertisers during AFL Grand Final 2018

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The AFL Grand Final scored in 4.3 million viewers across Australian TV to tune in and watch the match between Collingwood and West Coast. Figures released by Seven Network revealed that Seven’s coverage delivered a metro and regional peak audience of 4.297 million in-home viewers, averaging 3.378 million viewers throughout the game.

Looking at TV ad spots aired during the AFL Grand Final, the Automotive industry ranked in as the highest industry advertisers, with Toyota having the most active TV spots.

Top Industry Advertisers during AFL Grand Final 2018

Data above shows AFL Grand Final 2018 biggest industry advertiser's on TV based on ad spot data. (Data represented for ads running during the Grand Final only and for only industries monitored by BigDatr)
 

AFL Grand Final - Biggest Advertisers

Most advertised brands during the AFL Grand Final (No. of TV ad spots)



Top 10 Advertisers during the Grand Final

 
  1. Toyota

Campaign Details

Brand: Toyota
Campaign Name: For The Bold All-New Corolla
Industry: Automotive
Category: Small <$40K
Ad Type: Brand
Media Type: Television, Digital, Newspaper, Out of Home

 

2. Coles

Brand: Coles
Campaign Name: Good Things Are Happening At Coles
Industry: Supermarket
Ad Type: Retail
Media Type: Television, Digital, Newspaper, Out of Home

 

3. AAMI

Campaign Details

Brand: AAMI
Campaign Name: Lucky You’re With AAMI
Industry: Vehicle Insurance
Category: Roadside Assistance
Ad Type: Brand
Media Type: Television, Radio, Out of Home

 

4. Telstra

Campaign Details

Brand: Telstra
Campaign Name: You Don’t Need Australia’s Best Network… Until You Do.
Industry: Communications
Ad Type: Brand
Media Type: Television

 

5. NAB - More Than Money

Campaign Details

Brand: NAB
Campaign Name: More Than Money
Industry: Banking and Finance
Ad Type: Brand
Media Type: Television, Radio, Out of Home, Digital and Newspaper

 

6. AGL - AGL Essentials

Campaign Details

Brand: AGL
Campaign Name: AGL Essentials
Industry: Energy
Category: Electricity and Gas
Ad Type: Brand
Media Type: Television, Newspaper and Radio

 

7. Virgin Australia

Campaign Details

Brand: Virgin Australia
Campaign Name: Fly Economy X To New Zealand
Industry: Airlines
Ad Type: Brand
Media Type: Television

 

8. Industry SuperFunds

Campaign Details

Brand: Industry SuperFunds
Campaign Name: Join The Thousands Making The Switch To A Superfund That Carries This Symbol
Industry: Superannuation
Ad Type: Brand
Media Type: Television

 

9. Johnnie Walker

Campaign Details

Brand: Johnnie Walker
Campaign Name: Keep Walking
Industry: Alcohol
Category: Spirits
Ad Type: Brand
Media Type: Television, Digital

 

10. Carlton

Campaign Details

Brand: Carlton
Campaign Name: It’s That Fresh
Industry: Alcohol
Category: Beer
Ad Type: Brand
Media Type: Television, Digital, Out of Home

*Disclaimer - Data represented is for ads running during the AFL Grand Final only and for industries BigDatr monitors. Click here to view a full list of industries BigDatr currently tracks.

BigDatr August Marketing News

Tourism Australia Campaign

Here's a wrap of Marketing news for the month of August. 

Toyota invests $500 million in Uber in driverless car deal

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Toyota is looking to invest $500 US million ($680 AUD million) in Uber to expand a partnership to jointly develop self-driving cars. This would involve "mass-production" of autonomous vehicles that would be deployed on Uber's ride sharing network. It's a first of its kind deal for Uber, CEO Dara Khosrowshahi noted in a statement. It's also one that should help further improve Ubers image. "Uber's advanced technology and Toyota's commitment to safety and its renowned manufacturing process make this partnership a natural fit," says Dara. 

Uber will combine its autonomous driving system with Toyota’s Guardian technology, which offers automated safety features such as lane-keeping but does not enable a vehicle to drive completely autonomously.

 

Tourism Australia launches $10m campaign, 'Undiscover Australia' in Asia

Tourism Australia opens up dialogue on the stereotypes and perceptions of what Australia offers its travellers from across the globe in a $10m campaign. The campaign, 'Undiscover Australia' is targeting the South East Asian travellers in India, Singapore, Malaysia and Indonesia. 'Undiscover Australia' was created by Clemenger BBDO, Sydney and will aim to run for four months across the region across TV, radio, online, social, out of home and influencer channels.

The campaign's mission is to challenge the perceptions of Australia by showcasing the unfamiliar and unexpected attractions. "79% of Malaysians think Australia is all about the amazing beaches. Think Again", is featured in the campaign, and then showing places such as Melbourne's graffiti-covered Hosier Lane and the Grampians. 

 

Google buys Mastercard data to link online ads with offline purchases

Google reportedly paid millions of dollars for Mastercards data in a secret deal so that Google can track retail sales using Mastercard transaction data. Customers that own a Mastercard in the US, has reportedly been tracking whether customers are influenced by online ads in offline purchases for the past year. It tells them how well their online ads are working, for instance if you're shown a Google ad, and then buy the product offline, then the ads are performing well - just as the Pay Per Click model was intended. Both Mastercard and Google have assured people that the data is anonymised, with Google more interested about how ads perform in abstract.

A Google spokeswoman declined to comment on the partnership with Mastercard, but addressed the ads tool, "Before we launched this beta product last year, we built a new, double-blind encryption technology that prevents both Google and our partners from viewing our respective users personally identifiable information." 

 

Australian Government bans the use of influencers in it's campaigns  

The Australian Government have announced that they will no longer employ influencer marketing, following the failure and retraction of the Department of Health's most recent campaign. "The Government has recently reviewed the use of social media influencers and determined that they will not be used in future campaign," says Assistant Minister for Finance David Coleman.

The controversy started after the launch of "Girls Make Your Move" campaign featured a number of influencers, which led to Federal Health Minister Greg Hunt asking for the campaign to go under immediate review. The campaign was questioned by The Health Department after it was revealed it had paid hundreds of influencers to post fitness photos on their Instagram accounts, with some receiving as much as $3000 per post. However, it was later uncovered that several of the influencers had a history of endorsing alcohol companies, some promoting extreme dieting products. 

Image Source: BigDatr Campaign Feed

Image Source: BigDatr Campaign Feed

 

Facebook is allowing 5 publishers test headlines, images, copy in organic posts

Facebook is testing new ways to connect more users on the platform. Only a small number of publishers will have the ability to test different variations of headlines, images, videos and copy in their Facebook posts to see which bring in better results. According to Digiday, the tool will give publishers the opportunity to test up to four different versions of an organic post plus data and CTR all in real-time for each tested version. 

One of the publishers, BuzzFeed News are testing the tool out, told Digiday that the tests have assisted in validating its assumptions about how to optimise stories on Facebook, however it hasn't been a game changer. "This comes as everyone on Facebook has gone down a lot, so it's good to be able to get the most out of our posts, but we're still getting a lot less", said BuzzFeed news deputy director, Fran Berkman. 

 

BigDatr July Marketing News

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Here's a recap of the latest marketing news:

 

Hugh Jackman features in new Qantas campaign to tackle diversity

Qantas unveils latest campaign featuring Hugh Jackman, encouraging Australians to "stand up" for equality. The 60 second spot created by Brand+Story agency aims to showcase the airlines commitment to "standing up for a fair go". 

"We don't all think, look or act the same and that's a huge asset. This video is about celebrating the strength that comes from diversity and why it's one of the great things about the kind of place Australia is," says Vanessa Hudson, Qantas group executive. 

The campaign will run across social media as well as several of the sporting bodies involved and will screen on board Qantas flights.

 

Crownbet rebrands to BetEasy with new campaign

CrownBet has gone back to its roots to revert back to its original form, Beteasy, after the Federal Court temporarily banned the betting service from changing its name to Sportingbet. The new campaign features brand ambassadors, Ricky Ponting and Nicki Whelan, to introduce the "bigger, better betting experience". 

Crownbet chief marketing officer, Ed Owens said "CrownBet is setting a new tone and standard in Australian betting and we are ultimately passionate about giving our customers a better way to wager. We hope this campaign will get the whole country excited about a more premium punting experience."

 

Cricket Australia launches #WATCHME, to promote women's cricket

Cricket Australia launches latest campaign #WATCHME, created with sports agency Blood UTD to promote the women's season of cricket. The campaign currently is shown through digital channels including 6 and 15 second video teasers with promotions across player's social media channels. From September 1st, a 60 second film for the campaign will be released with a 30 second TVC. We expect to see the campaign run across OOH, and a series of social videos.  

 

Burger King raises awareness about gender inequality

Fast food chain, Burger King US latest campaign "Chick Fries" draws attention to America's "Pink Tax" where women are charged more for products. The campaign spot shows actual female customers being charged more for a box of fries because they come in special pink packaging. The fries should cost $1.69, however in the ad when the women order the exact same fries, they are charged $3.09 because of the pink packaging. 

The campaign highlights the unfair number of costs that women have to pay such as makeup, health and beauty products. 

 

Google could finally enter the retail space

Search giant, Google could finally set up it's first retail store in Chicago. This would be Google's first ever retail store, putting it in competition with tech gurus Apple and Microsoft. The deal is yet to be finalised but the contract is set to be signed soon, however Google said the company does not comment "on rumours and speculation." 

Google have a list of gadgets and products, including Google Home smart speaker, the Pixel phone lineup, and the Google Chromecast smart dongle, is extensive and growing.