BigDatr April Marketing News

   Image Source:  Digiday

Image Source: Digiday

Here's a wrap of April marketing news from around the world! 


MINI's billboards create shortcuts for pedestrians

MINI promotes its 'real time traffic information' feature in its cars by pushing a number of outdoor ads placed in various spots of Berlin. The campaign aims to provide easy access to shortcuts throughout the city. 

Agency Serviceplan Campaign X fitted doors, ladders and windows to billboards, inviting pedestrians to take the proposed alternative route, with the campaign tagline: "Faster through the city with Mini Connected". Some billboards have a staircase over a wall, while others have tunnel passage under a railway line. Hans-Peter Sporer, managing director of creation a Serviceplan Campaign X, explains: "The idea of the shortcut posters is an original translation of the RTTI feature, which always has the fastest way through traffic ready, into people's analog world."

Watch the video of MINI's creative outdoor ad here.

 

Amazon advertising is now worth $2 billion

 Image Source:  Digiday

Image Source: Digiday

Amazon's advertising business growth is now adding billions of dollars to Amazon's quarterly sales and continues to grow. According to Digiday, the e-commerce company reported in its first-quarter of 2018 filing that 'other' revenue - which it said "primarily includes sales of advertising services" - grew 132 percent year over year to reach $2 billion.
  

Media buyers have reported the company has been running a series of attribution tests to see how its advertising stacks up against the Facebook-Google duopoly and that it’s also been testing application programming interfaces for the Amazon Advertising Platform with a small group of agencies, as it plans to let marketers manage their programmatic campaigns on their own.

Read more here

 

Snapchat brings unskippable six-second video ads

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Early this May Snapchat will be testing a new six-second unskippable video ad format, called "Commercials",  in the mission to generate more revenue, while preventing users from defecting to other platforms. 

The new ad form will run during a select number of the platform's Shows, but not in personal stories or the Discover news section. People familiar with the test told the publication that the move is an attempt to see how many ads users will tolerate. Commercials is expected to consist of high-quality ads from major companies, probably with the heavy price tag.

 

Ford cut costs and ditches sedan models

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Ford Motor Co announces its plan to cut costs and boost profit margins quickly, by dropping the unpopular traditional sedan models in North America. Ford's chief executive Jim Hackett told investors that the motor company is undergoing "a profound refocus" of its operations and may exit unprofitable businesses.  

The demand for traditional cars are shifting, due to changes in consumer preference. Responding to the shift of the high demand of SUV and pickup vehicles, Ford said it planned to trim its North American car portfolio to just two models: the Mustang and its compact crossover Focus. Ford said that eliminating most of the company's cars except for the two models will allow the auto brand to focus on their winning portfolio in the US, Canada and Mexico. 

For some analysts, Ford's move to remove sedan models was hailed decisive and necessary. 

 

YouTube to start selling ads in live TV service

 Image source: money.cnn.com

Image source: money.cnn.com

YouTube will begin selling ads in its live TV stream, opening up more inventory in the streaming TV sector that can be highly targeted to specific consumers. 
The Google-owned video giant is making it possible for advertisers to buy YouTube video ads on TV screen only, acknowledging a shift in video consumption to the more traditional medium. 

According to Forbes, the move is based on new data by Nielsen that showed that more than half of 18-49 year olds barely watch or do not pay for television, however 90% watch YouTube. Furthermore internal YouTube analytics have further revealed that more people are actually consuming online videos not on their smartphones, tablets or laptop but on television screens, using video game consoles, smart TVs and more. 
 

 

McDonald's Outdoor ads give you the real-time forecast

 Image source:  AdAge  

Image source: AdAge 

McDonalds has turned menu items like burgers, fries, ice-cream and coffee into weather forecast icons in an weather activated outdoor campaign in the UK. The campaign is fed in real-time data from the Met Office. A ketchup soaked fry becomes a thermometer, a burger half-covered with a wrapper in a sun and cloud, a packet of fries is a rain cloud. All up there are eight different icons to show how volatile April weather can be and the posters include five-day forecasts, as well as the current weather.

International Women's Day Campaigns 2018

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Around the world, International Women's Day continues to grow every year recognising the achievements of women from all backgrounds and occupations. Whether they be social, economic, cultural or political, the global celebration marks as a call to action for accelerating gender parity. The theme for 2018's International Women's Day is #PressForProgress which highlights the movement's urgency to push for change and achieve equality. 

We have taken a look at brands from across the globe aligning their campaign with #PressForProgress, inspiring women to take bold, pragmatic action and unleash the limitless potential that they have to drive the greatest change. 


Barbie introduces 17 inspiring dolls to celebrate International Women's Day

Barbie creates 17 realistic-looking dolls inspired by impactful female figures from different backgrounds and fields. The diverse range of dolls from various backgrounds and ethnicities include painter Frida Kahlo, actress and philanthropist Xiaotong Guan, aviator Amelia Earhart, USA Olympic snowboarder Chloe Kim and wildlife conservationist Bindi Irwin along with a lineup of inspirational women.
 
"As a brand that inspires the limitless potential in girls, Barbie will be honouring its largest lineup of role models timed to International Women's Day because we know that you can't be what you can't see," Lisa McKnight, Barbie's senior vice president and general manager. 

Barbie is encouraging fans to share women who inspire them on social media using the hashtag #MoreRoleModels. 

 

Nike - Until We All Win

Serena Williams debuts new Nike campaign has proven time and time again, there's no wrong way to be a woman. Serena William states in powerful voiceover, "I've never been the right kind of woman. Oversized and overconfident. Too mean if I don't smile. Too black for my tennis whites. Too motivated for motherhood. But I am proving, time and time again, there's no wrong way to be a woman." 

Nike has empowered the movement of woman equality through sport and messaging through the launch of their campaigns. Last year Nike challenges gender stereotypes with powerful online videos to mark the celebration of 2017's theme. View 2017 Nike's International Women's Day campaigns here. 

 

UBER - #DrivenWomen Take The Wheel

Uber has released a campaign film to praise its female drivers. #DrivenWomen brings together women who have joined Uber to earn an income and balancing their additional responsibilities which include family, work and education. Uber wants to challenge the outdated notion and celebrate the stories of women who are changing the conversation daily. 

"The film is aligned with this year's International Women's Day global theme, #PressForProgress", Director of brand and strategy Asia Pacific at Uber, Eshan Ponnadurai. 

"We are delighted to showcase this film, which features our female driver-partners who challenge the status quo by driving with Uber. It's about starting a conversation around how women are empowering themselves." 

The campaign film will go live across key Uber markets in Asia, including Singapore, Malaysia, Thailand, Philippines, Vietnam, Hong Kong and Taiwan. 

 

Google launches #HerStoryOurStory campaign

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Google Doodle celebrates International Women's Day with 12 different female artists from 12 different countries, creating animated tales of women from around the globe. When you jump into your Google search you will see a "play" button, showcasing these stories. Tech companies are working towards diversifying their work forces to include more women and minorities.

Aiming to celebrate women's voices and uncover inspiring stories of trials, hope and success in everyday life, Google launches the #HerStoryOurStory campaign. The search giant said: "Each story represents a moment, person, or event that has impacted their lives as women.

"While each artist tells a unique story, the themes are universal, reminding us of how much we often have in common.

"We hope that the combined power of words and images help bring these stories to life in a way that invokes feelings of understanding, empathy, and spirit of the day."

 

McDonald's flips iconic arches upside down

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McDonalds in California has flipped its golden-arches upside down to celebrate women everywhere to honour International Women's Day. The fast-food franchise says it will turn its logo upside down on all its digital channels, such as Twitter and Instagram for the day and 100 restaurants will have special "packaging, crew t-shirts and hats and bag stuffers" to celebrate.

 

PUMA - #DoYouStories

Sports brand PUMA have rolled out #DoYouStories campaign for International Women’s Day. The campaign focuses on uncompromising and unapologetic women taking center stage in a series of stories to share their journeys and visions of the future, with the hopes of inspiring others around the world to take action and share their own stories. The campaign features basketball player Skylar Diggins-Smith who talks about her struggles and what she is doing to change the world around her by working with Boys and Girls Clubs of America to prevent bullying.

Lauren Lovette, NYCB principal dancer and choreographer, narrates her personal battles and how she gives back to young girls through free dance lessons with Groove with Me. See more stories #DoYouStories.

 

Last years theme for International Women's Day was #BeBoldForChange. Take a look at campaigns from 2017. 

BigDatr February Marketing News

  KFC responds to the recent chicken shortage with print campaign. Image source: Adweek

KFC responds to the recent chicken shortage with print campaign. Image source: Adweek

 

Facebook eliminates over 20 ad metrics

 
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The social network is removing 20 outdated metrics to help improve transparency and clear up advertiser confusion, after admitting a series of measurement problems over the last two years.

Facebook says that the move comes as businesses demand more insight and clarity into the brand’s measurement tools and metrics. Facebook's redundant metrics include ones that weren't actionable and infrequently used.

Here's the full list of removed metrics.

 

Carsales create personalised video ads for every car seller

 

Carsales together with CHE Proximity and Guilty bring personalised ads for every single car listing on Carsales. Sellers can create their very own epic video advertisements in a few minutes, so that every second-hand car gets its very own moment of fame.

Carsales AutoAd tool has the potential to produce 1.2 trillion unique car commercials, with no two advertisements ever being the same. Sellers pick a theme from a choice of five distinct themes, hundreds of scenes and thousands of VO clips. The AutoAds footage is combined with photographs of the seller's car via a purpose-built algorithm.

Create your own AutoAds here

 
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KFC says "FCK, we're sorry"

KFC says 'We're Sorry' in latest print campaign after running short of chicken. The fried chicken franchise were forced to shut down hundreds of branches across the UK. Keeping the brand's witty sense of humour, KFC's print ad shows the iconic chicken bucket with the letters "KFC" rearranged to spell "FCK" instead. 
The apology reads:

"A chicken shop without any chicken. It's not ideal. Huge apologies to our customers, especially those who travelled out of their way to find we were closed". The print ad has set social media buzz with fans calling it "possibly the best apology ad ever". 

The created developed by its creative agency Mother London. 

 
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Snapchat responds to petition about app’s redesign

After the unfavourable response to Snapchat’s design update, users have taken the negative backlash to social media, leaving bad reviews, including a petition demanding the company to reverse the controversial update. Snapchat has responded, promising to make few more changes to the ‘Friends and Discover’ section. Influencers including Chrissy Teigen, Kylie Jenner have all weighed in on the update complaining about the change.

While Snapchat acknowledges users feedback, they won't be getting rid of the recent update entirely, it will only make minor adjustments.

 
 Image source: TechCrunch

Image source: TechCrunch

 

Google unveils AdSense ‘Auto Ads’ for Publishers
 

Google has rolled out ‘Auto Ads’ for its web publishers as an update to its AdSense application that uses machine learning to choose the best ads to display and place. The optimised ad placements will potentially serve publishers to increase revenue by finding placements that may go undiscovered. ‘Auto Ads’ uses machine learning to scan and “read” webpages and locate the best placements, and how many ads should run.

 
 Image source:  TechCrunch

Image source: TechCrunch

 

NAB’s latest campaign ‘Talk to yourself more’

Expanding on NAB's 'More than Money' creative is the next iteration 'Talk to Yourself More',  asking Australians to talk to themselves more in the latest movement to demonstrate the bank's pledge to help customers reach for their dreams.

The campaign by Clemenger BBDO Melbourne is a short film following the journey of real NAB customers and the bank's employees talking about what they care about most and explains how NAB can help customers achieve goals. Chief Marketing Officer of NAB, Andrew Knott, says the campaign aims to encourage Australians to take action and reflect on what's important in their lives. Read More

 
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Samsung partners with Disney to bring AR Emoji feature

Samsung partners with Disney to bring familiar characters to AR emoji feature and how it goes simply beyond faces and heads. With the announcement of the most highly-anticipated phone the Galaxy S9 and Galaxy S9 Plus, Samsung unveils the introduction of AR Emoji replicating facial features and creating an adaptive 3D avatar. 

On top of scanning a user's face to create a personalised emoji that mirrors every movement made, Samsung's partnership with Disney allows for the creation of AR Emoji using Disney's famous characters. 

 
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Movements in Media, Marketing and Advertising

  • CEO Peter Bosilkovski exits Leo Burnett Sydney after nine years. 
  • BMW Australia's General Manager of Marketing Stuart Jaffray departs. He has been appointed as Managing Director at Starcom Australia. 
  • Tony Sesto is promoted as the new General Manager of Marketing for BMW.
  • Willie Pang is promoted to CEO of MediaCom after Sean Seamer's departure. 
  • Sarah McGregor is newly appointed Creative Directory of Cummin & Partners
  • Patrick Delany appointed new Foxtel CEO
  • Commonwealth Bank Head of Group Public Affairs and Communications newly appointed Danny John.

NAB asks Australians to 'Talk To Yourself More'

Screen Shot 2018-02-20 at 9.37.55 am.png

Expanding on NAB's 'More than Money' creative is the next iteration 'Talk to Yourself More',  asking Australians to talk to themselves more in the latest movement to demonstrate the bank's pledge to help customers reach for their dreams. 

The campaign by Clemenger BBDO Melbourne is a short film following the journey of real NAB customers and the bank's employees talking about what they care about most and explains how NAB can help customers achieve goals. Chief Marketing Officer of NAB, Andrew Knott, says the campaign aims to encourage Australians to take action and reflect on what's important in their lives.

Talk To Yourself More is a fantastic demonstration of our commiment to working with Australians to help identify what their “More Than Money” is, and importantly, provide them with the tools and products that can help them achieve their goals.
— NAB Chief Marketing Officer - Andrew Knott

NAB 3-minute Film - Talk To Yourself More

The campaign is based on data from a new study by NAB, and found that Australians that talk to themselves about their financial goals are 29% more likely to achieve them than those who don't. According to Rate City, other findings from the NAB study include:

  • Only 15% of Australians talk to themselves on a regular basis about what they really want.
  • Nearly three quarters of Aussies (71%) don't have a firm idea of what they want from lift.
  • Around two in five Australians (41%) never set goals for themselves.
For some people, it’s more time with the family.
Some want to ease into retirement.
Others want to reconnect with themselves travelling through India.
Maybe you want to open your own business, or to buy your own home.
Whatever your dream, there’s always a way to make it happen.
  NAB's Talk to Yourself More real people sharing what is important to them. Source:  NAB

NAB's Talk to Yourself More real people sharing what is important to them. Source: NAB

BigDatr first picked up the campaign on February 11th across Television with mostly 30 second ad spots, followed by poster and large format outdoor campaigns. NAB's pool of campaigns including the launch of 'More Than Money', 'Last Five' and now 'Talk To Yourself More' fit well into their overall narrative of 'More Than Money' brand alignment. 

 We look forward to following the journey of the campaign as it rolls out across digital and social. 

NAB's 'Talk To Yourself More' various creative execution's for outdoor. Image sources: BigDatr Campaign Library

Get access to how the campaign is running with TV TARP results by logging in. 

Learn more about Ad Performance here. To gain access to TV TARP results on any campaign click here

2017 Ad Of The Year (BigDatr's People's Choice)

Toyota Kluger. Built For Families. Designed For Attention.

Screen Shot 2018-01-30 at 9.36.04 am.png

The votes are in, and the 2017 BigDatr's People's Choice TV ad of the year goes to the hilarious Toyota Kluger, Built For Families, Designed For Attention campaign created by Saatchi & Saatchi. 

The humorous ad shows a stare off between a random man and a young boy as the man is captivated by the boys mum in the new Kluger. As the son puts the window down, the man is confronted by a death stare and forced to look elsewhere. The campaign by Toyota demonstrates that the new-look Kluger has both function and form, delivering all the space and features a family needs from a modern SUV as well as the style and looks to match. The campaign won the most number of votes by you! 

Campaign Details

Industry: Automotive
Campaign Name: Built For Families. Designed For Attention. 
Ad Type: Brand
Product: Kluger (SUV Large <$70K)
Media Type: Television, Out of home, Video, Digital, Print
Agency: Saatchi & Saatchi
First seen in BigDatr: 19 Feb 2017

 Toyota Kluger  Built For Families  campaign targeted days distribution. (Campaign spots are based on tagline 'Toyota Kluger. Built For Families. Designed For Attention.')&nbsp;Source: BigDatr  Trend Analysis

Toyota Kluger Built For Families campaign targeted days distribution. (Campaign spots are based on tagline 'Toyota Kluger. Built For Families. Designed For Attention.') Source: BigDatr Trend Analysis

 Toyota Kluger  Built For Families  campaign targeted television times. (Campaign spots are based on tagline 'Toyota Kluger. Built For Families. Designed For Attention.')&nbsp;Source: BigDatr  Trend Analysis

Toyota Kluger Built For Families campaign targeted television times. (Campaign spots are based on tagline 'Toyota Kluger. Built For Families. Designed For Attention.') Source: BigDatr Trend Analysis

Top TV Ads 2017 - People's Choice Results

View BigDatr Ad Performance to see Toyota Kluger's TV campaign TARPS. 

BigDatr uses extensive sources of live industry data, and transforms the information into insights to help more effectively drive marketing, advertising, media buying and strategic planning. Contact the team directly for a demonstration of the platform.

Vote For Your Favourite 2017 Ad - BigDatr's People's Choice

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We’ve waved goodbye to 2017, and it's time to look over some of our favourite ads launched throughout last year. We have put together a collection of campaigns that we can't get enough of for BigDatr’s yearly ad wrap up. BigDatr’s Campaign Library lets you follow the journey of any campaign from when it first launches to when it becomes inactive with valuable insights about the ad spot.  

Which is your favourite? Place your vote


Hungry Jack's - Keeping It Real

Hungry Jack's 60 second TV campaign 'Keeping It Real' is inspired by Australian action films. The campaign created by Clemenger BBDO Sydney shows a man receiving a mystery call from his burger phone instructing him to "look at the plate in front of you, are you seriously going to eat that?" The campaign ran through TV, outdoor, digital, social and in-store. 

 

Toyota - Kluger Built for Families
 

The 30 second ad spot created by Saatchi & Saatchi launched the new look Kluger, titled "Built for Families". The humorous TVC demonstrates that the new-look Kluger has both function and form, delivering all the space and features a family needs from a modern SUV as well as the style and looks to match.

 

AFL - I'd Like To See That

The ad poses as a spin-off from Men's AFL ad spot back in 1994 using the tagline 'I'd Like To See That', which harnesses the heritage of AFL and aims to draw on the legacy of the sport. The ad features Chris Hemsworth playing Marcus Bontempelli as known as 'The Bont' in the campaign created by Cummins&Partners. 

 

AAMI - Gran Flat

AAMI’s Gran Flat campaign created by Oglivy Melbourne, stick to its theme of ‘Not very insurancey' showcasing a family, who are preparing their home replacement cover, consider what life would be like if they didn’t have the insurance to cover the granny flat. The ad spot then takes us into the minds of the families imagination of an uncontrollable 'Gran' opening a dance club in their garage, taking over the television and drinking beer.  

 

KFC - Shut Up & Take My Money
 

KFC celebrates its value deals that are "too good to be true" in their TV spot "Shut Up & Take My Money" by Oglivy Sydney. The spot showcases a university janitor playfully teasing a class of students with KFC's special deals of $2.50 chips and gravy from KFC. 

 

AAMI - #HerToHero
 

AAMI launches its 'Her to Hero' campaign to salute inspirational and rising stars to show their support of the launch of AFL Women's league. The campaign was launched to celebrate International Women's Day and saluting the new stars on the team. AAMI are encouraging women to kick goals!

 

Toyota - Luxury That Goes Anywhere.

Toyota's campaign 'Luxury That Goes Anywhere' created by Saatchi & Saatchi Sydney promotes their all-new Toyota Prado. The TV spot showcases the large SUV as luxury no longer has a fixed address. Whether it's conquering the steepest mountains or navigating the roughest landscapes, absolute luxury can now go anywhere. The campaign has been running through Print, Television, Digital, Social and Outdoor. 

 

Volkswagen - We Make The Future Real

Volkswagen promotes the brands popular Golf vehicle via DDB Sydney, that takes us back to our child hood dreams of what we imagined the future might look like. The TV spot centres around the global Volkswagen framework "We Make The Future Real", celebrating the auto brand's innovative and industry-leading technology. 

 

Meat and Livestock Australia - Celebrate Australia with a Lamb BBQ

The TV spot begins on the prisitne Australian coastline - as the nation's first people search for the perfect spot to fire up a barbie, it doesn't take long for other revellers to join the hosts. Every arrival, from the European settlers to the most recent Australian migrands, is welcomed to the barbeque, each bringing their own dish and flavour to the celebrations. 

 

Arnott's - Santa's Big Night

Arnott's Christmas campaign tells a Christmas tale putting a modern twist on the tradition of leaving a biscuit out for Santa to help him get through the busiest night of the year. The campaign will run throughout the holiday season across TV, digital, social and OOH. 

As part of the campaign, Arnott's has re-branded the popular Scotch Finger product as 'Santa's Biscuits', encouraging children to take part. 

ALDI Australia - We Only Pick The Best

ALDI's 30-second TVC, 'We Only Pick The Best' created by BMF tells customers not to waste their time in supermarkets. The ad features a man in the pasta sauce isle, with time passing, the man ages and the ad reminds shoppers not to "waste your like in the sauce isle" because "unlike other supermarkets, Aldi only stocks the best."

Coles, Woolworths and Aldi - Christmas Comparison

ChristmasSupermarket.jpg

ColesWoolworths and Aldi are battling it out, with Coles still dominating the Supermarket sector in advertising activity based on the number of ad spots.  

Between October and December, the most active 'Christmascampaign is Coles, 'What We Love About Christmas' with a 14.59% share of advertising activity followed by Woolworths 'Share The Spirit of Christmas' campaign with a 9.86% of advertising activity and Aldi's 'More The Merrier Campaign' with a 7.14% distribution of ad spots in the Supermarket category. 

 Above: Distribution of Supermarkets Coles, Woolworths and Aldi advertising spot activity.&nbsp; Source: BigDatr Spot Monitoring

Above: Distribution of Supermarkets Coles, Woolworths and Aldi advertising spot activity. Source: BigDatr Spot Monitoring

 Above: Most active campaigns running between Nov 1 - 19 Dec 2017 for Supermarkets. 'What we love about Christmas' campaign run by Coles has the largest share of advertising activity of 14.59%.&nbsp; Source: BigDatr Spot Monitoring

Above: Most active campaigns running between Nov 1 - 19 Dec 2017 for Supermarkets. 'What we love about Christmas' campaign run by Coles has the largest share of advertising activity of 14.59%. Source: BigDatr Spot Monitoring

Woolworths - Share the Spirit of Christmas

Woolworths launches its 2017 Christmas campaign created by Saatchi & Saatchi featuring Australian families from different cultures coming together to enjoy the magic of the season over food. 

The campaign shares Woolies fresh produce featuring the typical Aussie summer and Christmas favourites including pavlovas, cherries, mangoes, pudding and more via their integrated marketing campaigns, 'Share the Spirit of Christmas'. 

 Above: Woolworths 'Share the Spirit of Christmas' campaign distribution of TV Time slots.&nbsp; Source: BigDatr Spot Monitoring

Above: Woolworths 'Share the Spirit of Christmas' campaign distribution of TV Time slots. Source: BigDatr Spot Monitoring

Campaign Details:

Schedule: 10 Nov - Current

Ad Type: Brand and Retail

Media Type: Television, Digital, Out of Home, Radio

 

ALDI Australia - The More The Merrier

ALDI's 90 second TVC, 'The More The Merrier' campaign tells a story of Doug's fixation with winning a legendary knock in a game of backyard Christmas lasting across 40 years. It then introduces the tagline of the campaign, 'The More the Merrier' and shows the crowd building in a bid to celebrate drop-ins and tag-alongs at Christmas. 

 Above: Aldi's 'The More The Merrier' campaign distribution of TV Time slots.&nbsp; Source: BigDatr Spot Monitoring

Above: Aldi's 'The More The Merrier' campaign distribution of TV Time slots. Source: BigDatr Spot Monitoring

Campaign Details:

Schedule: 08 Nov - Current

Ad Type: Brand and Retail

Media Type: Television, Digital, Radio

 

Coles - What We Love About Christmas

The Coles Christmas ad shares what Australians love during Christmas in the 30 second TVC. The spot shows an extended family sharing what their favourite thing is about Christmas. Supporting the Christmas season push, Celebrity chef and brand ambassador Curtis Stone features in the ad. 

 Above: Coles 'What We Love About Christmas' campaign distribution of TV Time slots.&nbsp; Source: BigDatr Spot Monitoring

Above: Coles 'What We Love About Christmas' campaign distribution of TV Time slots. Source: BigDatr Spot Monitoring

Campaign Details:

Schedule: 08 Nov - Current

Ad Type: Brand and Retail

Media Type: Television, Digital, Radio

Christmas Campaigns 2017

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It's that exciting time of the year again with the holiday season rush of festive campaigns centred around Christmas. Here are just a few of the many Christmas themed campaigns launched in the lead up to Christmas 2017. 

Amazon - Give a Little Bit

Amazon's global Christmas campaign showcases the retailer's iconic packaging with their renowned smiling logos, shown travelling around the globe as the boxes reach it's recipient. The ad created by Lucky Generals, shows Amazon logo turn into animated mouths, singing along to a cover version of Roger Hodgson's "Give a Little Bit". 

 

Lego - #MozTheMonster

Lego's Christmas campaign created by CHE Proximity narrates a story of Santa Claus being thrown far away from his home, which causes mayhem in the North Pole. The campaign is running across TV, digital, out-of-home, social and in-store channels. 

Kyra Bartley the director of the ad says;

"Bringing this Lego Christmas story to life in stop motion was such a dream brief. It took over 100 hours of animation, shot over 9 days, and around 12,000 Lego pieces from 9 different sets to build featuring 13 different characters (plus one popping reindeer)."

 

Arnott's - Santa's Big Night

Arnott's Christmas campaign tells a Christmas tale putting a modern twist on the tradition of leaving a biscuit out for Santa to help him get through the busiest night of the year. The campaign will run throughout the holiday season across TV, digital, social and OOH. 

Chief creative officer, TKT Sydney:
"Leaving a bicky or two out for Santa is a lovely Christmas ritual, and strangely one Arnott's hadn't talked about before. In their first Christmas ad, we wanted to do it justice. For an old fella, Santa works pretty hard on Christmas eve, so a bicky might just make his night."

As part of the campaign, Arnott's has re-branded the popular Scotch Finger product as 'Santa's Biscuits', encouraging children to take part. 

 

Officeworks - 'What If'

Australian stationary supplier and retailer, Officeworks launches its 2017 Christmas campaign asking Australians to think about the possibilities in gift giving to loved ones this festive season in the 30-second spot.  The campaign shows a large family  unwrapping presents such as a camera for new 'point of view', an art set to 'open the mind' and a Fitbit to 'believe anything is possible.'.

 

Australia Post - This Is Christmas

Australia Post uses real footage of families opening presents on Christmas Day to promote the postal delivery service, created by Y&R and Truce Melbourne in the 30 second TVC. The ad focuses on building-up preparations for the festive season showing that the delivery service plays an integral role in making delivery and collection services easier. The TVC features children opening gifts with brothers hugging each other along with Australia Post delivering parcels.

Australia Post new integrated Christmas campaign runs across TV, outdoor, digital and social channels via Y&R Melbourne. 

 

Woolworths - Share the Spirit of Christmas

Woolworths launches its 2017 Christmas campaign created by Saatchi & Saatchi featuring Australian families from different cultures coming together to enjoy the magic of the season over food. 

The campaign shares Woolies fresh produce featuring the typical Aussie summer and Christmas favourites including pavlovas, cherries, mangoes, pudding and more via their integrated marketing campaigns, 'Share the Spirit of Christmas'. 

 

ALDI Australia - The More The Merrier

ALDI's 90 second TVC, 'The More The Merrier' campaign tells a story of Doug's fixation with winning a legendary knock in a game of backyard Christmas lasting across 40 years. It then introduces the tagline of the campaign, 'The More the Merrier' and shows the crowd building in a bid to celebrate drop-ins and tag-alongs at Christmas. 

 

Coles - What We Love About Christmas

The Coles Christmas ad shares what Australians love during Christmas in the 30 second TVC. The spot shows an extended family sharing what their favourite thing is about Christmas. Supporting the Christmas season push, Celebrity chef and brand ambassador Curtis Stone features in the ad. 

BigDatr November Marketing News

 Image Source:  Perthnow

Image Source: Perthnow

Launch of Amazon leads Woolies to open more 'Dark Stores'

 

Woolworths is ramping up its defence strategy with the release of up to four new “dark stores” which will be closed to customers, purely set up for online orders used to pack and ship items as the supermarket prepares to battle it out with Amazon Australia. Amazon soft-launched into the Australian market last Thursday and aimed to debut its full-service in time for Black Friday, US biggest sale day. “Dark stores” are designed for Woolworths employees to pack and ship online orders directly from the warehouse. 

Woolworths Chairman Gordan Cairns told investors at Woolworths AGM, that it was vital for the grocery chain to rapidly improve the online efficiency, directly competing with Amazon. Read More

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Major brands freeze YouTube ads over videos exploiting children

 

Global brands are freezing their YouTube and Google advertising after ads were positioned alongside videos paedophiles exploited accompanied by obscene comments. Among the big brands include Mars, Cadbury, Deutsche Bank and Adidas who have suspended their advertising on YouTube.

YouTube has removed more than 270 accounts and over 150,000 videos from its video viewing platform, plus they have switched off commenting on 625,000 videos targeted by child predators, according to Vice News

Youtube said in a statement, “There shouldn't be any ads running on this content, and we are working urgently to fix this”.

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Snap launches 'Promoted Stories' and 'AR Trial' for advertisers

Snapchat is giving advertisers the opportunity to push their stories to more users, with the launch of 'Promoted Stories' and a new 'AR Trial' ads program. 

Promoted Stories stitches together multiple Snaps into a longer slideshows which is openable from a tile on the Stories page. The Augmented Reality Trial ads let users play with an AR version of a product overlaid around their surroundings. 

BMW is the first brand to use Snapchats new AR augmented trial Lens. BMW's AR Trial will let users place its new vehicle in an augmented view of the space around them with the functionality to change its colour, walk around it as if the vehicle were placed right in front of them. 

 
  Snapchat's new AR Trial Ads let's users play with products in augmented world. Image source:  Techcrunch

Snapchat's new AR Trial Ads let's users play with products in augmented world. Image source: Techcrunch

Coca-Cola partners with Salvation Army to bring Christmas Truck to Australia

 

The iconic Coca-Cola Christmas truck makes its way to Australia for the very first time. Coke has partnered with Salvation Army to bring more than 580 people from Coke and The Salvos, celebrity guests and volunteers to three areas. The truck is recognised as an international holiday icon, first launched in the late 90's. 

The truck has sparked controversy among Australian Parents Voice with a petition taking stance against promoting unhealthy sugary products for children. 
"The Coke Christmas truck is stealth marketing aimed at Australian kids, and we're not buying it." change.org page says. 

At this stage, the petition has collected under 1000 signatures.

 
 

Audi's Nightmare of Christmas Shopping Ad

 

That busy time of the year is upon us, and Audi paints a familiar scenario of drivers competing over the last parking spot at a shopping mall, which is common during the Christmas period.

In Audi's campaign spot, it becomes a dramatic car chase between two dads who are determined to get that car spot. The two vehicles featured in the ad are Audi's 2018 RS 7 and RS 3 Sport, accompanied by 'Carol of the Bells' as music choice.

Click here to view Audi's Parking Lot Ad.

 

Reddit updates self-serve ad-buying tool

 

Reddit’s self-serve ad-buying tool will give more detailed insights into how campaigns are working. Advertisers will get a better understanding of who saw their ad and how many of those people ended up on a brand’s site, even if they didn’t click on an ad. According to Marketing Land, Reddit announced that it will officially update it’s self-buying ad-buying tool to provide more granular campaign reporting.  The reporting however, does not tell advertisers where exactly their ads appear on the site, and neither does it allow brands to specify which Subreddits are allowed to feature their ads.

The conversion tracking is limited at this stage, unlike other platforms that provide a conversion tracking, such as Facebook, Google, LinkedIn, Snapchat and Twitter.

 
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Heinz Beanz ad banned after comparing to protein shake

A Heinz baked beans ad in the UK has been banned for suggesting that the beans has the same nutrition as a protein shake. The TV spot shows the can of Heinz baked beans, with supporting text, "High in protein, High in Fibre. Low in Fat."
ASA decided that viewers would interpret the script of the ad implying that Heinz Beanz has as much protein, fiber and fat as a protein shake. The ad breached the BCAP code and was ordered to not be shown again. Heinz are working on ammending the ad and planning on brining the ad back on TV February next year.

 
Heinz Beanz Ad

Click here to preview Heinz Beans Ad

Movements in Media, Marketing and Advertising

  • Bauer Xcel Media Managing Director, Christian Fricke resigns after less than 18 months in the role. 
     
  • Andy Cairns joins M&C Saatchi Melbourne as the new Managing Director after the departure of David Dahan.
     
  • General Manager of M&C Saatchi, Mim Haysom has resigned from the agency after two years in the role. 
     
  • WooliesX Head of eCommerce Marketing, newly appointed Nicole McInnes
     
  • Founder and CEO of punters.com.au, Luc Pettett departs the News Corp-owned company after nine years. 
     
  • Michael Pooley is appointed PPR CEO for Australia and New Zealand. 
     
  • Greg Hughes resigns his position as CEO of Dendy Icon Group after joining the company 11 years ago. 

 

 

 

    Launch of Amazon leads Woolies to open more 'Dark Stores'

      Image source:  ABC &nbsp;

    Image source: ABC 

    Woolworths is ramping up its defence strategy with the release of up to four new “dark stores” which will be closed to customers, purely set up for online orders used to pack and ship items as the supermarket prepares to battle it out with Amazon Australia. Amazon soft-launched into the Australian market last Thursday and aimed to debut its full-service in time for Black Friday, US biggest sale day. “Dark stores” are designed for Woolworths employees to pack and ship online orders directly from the warehouse. Woolies currently has one dark store and will be opening a further two in Melbourne and Sydney early next year.

    Woolworths Chairman Gordan Cairns told investors at Woolworths AGM, that it was vital for the grocery chain to rapidly improve the online efficiency, directly competing with Amazon.

     Woolworths ramps up its online grocery to fight against Amazon.&nbsp;Photo: Louie Douvis

    Woolworths ramps up its online grocery to fight against Amazon. Photo: Louie Douvis

    We want to be obsessive about our customers, their needs and how we serve them better. If we do not, we will lose out to those who do, like Amazon.
    — Woolworths Chairman, Gordan Cairns

    What does the arrival of Amazon mean for local retailers?


    The arrival of Amazon will serve as the biggest shake-up for large retailers such as Coles, Harvey Norman, JB HI-Fi, David Jones and eBay to name a few. According to ABC news, the following factors are set to change the face of Australian shopping.

    • Big retailers will bear the effect of Amazon's move

    • Smaller businesses could see some benefits

    • Price war to come
       

    Some of these bigger retailers may struggle in finding themselves undifferentiated in brand, heavily focused on a low cost model instead, while some brands have built their brand on differentiation and unique values which makes up the heart of the brand. Examples of brands include, Mecca Cosmetics, Kikki K and T2 that have invested in building value-based products and brand to keep loyal customers who aren't price-driven, rather product range has evolved. 

    Depending on how the retailer has positioned themselves in the market, will impact a brands position with the arrival of Amazon in Australia, focusing on more brand and customer engagement. 

    Woolworths share price is currently sitting at $26.27 AUD (28/11/2017) .