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.   

 

BigDatr June Marketing News

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

 

Audi celebrates Saudi Arabian women driving

Audi launches new TVC to welcome the women of Saudi Arabia to the driver’s seat. The spot features a couple getting ready to head out on 24 June 2018, the day the driving ban finally ends. The spot, "Doors" created by Thjnk in Hamburg, Germany, shows the couple reaching a parked Audi vehicle, where the wife holds the passenger-side door for her husband before taking a seat behind the wheel. 

“With this film we welcome the women of the Kingdom of Saudi Arabia to the world of Audi. We are happy to be part of their future explorations and invite them to have lots of fun with our cars,” Jörg Dietzel, head of global creative and sales media, Audi AG, said.

Audi's latest campaign is the latest in a series of congratulatory work from brands. After the ban was lifted, Nissan offered driving lessons to women.

Sometimes history is written. This time, it is driven. Audi welcomes women of Saudi Arabia to the driver's seat.

 

Google rebrands its line of ad products

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Google's ad products will be divided up into three major ad products: Google Ads, Google Marketing Platform and Google Ad Manager.  Now known as AdWords will become Google Ads serving as the "front door for advertisers to buy on all Google surfaces" including search, display ads, YouTube videos, app ads in Google Play, location listings in Google Maps or elsewhere. Part of the change also includes Smart Campaigns, which will become the default mode for small business advertisers to easily identify actions including phone calls, store visits and purchases.

Google Marketing Platform combines DoubleClick Digital Marketing and Google Analytics 360 which acts as the company's analytics tool for marketers. Google Ad Manager is the third product that combines Google's monetisation tools for publishers, namely DoubleClick Ad Exchange and DoubleClick for Publishers.

The rebrand is expected to start rolling out in July. 

 

Facebook launches 'Here Together' campaign in Australia

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Facebook unveils 'Here Together' an eight-week campaign targeting Australian consumers. The social platform is aiming to drive awareness of the changes Facebook has made to protect people's privacy, remove fake accounts from the platform and ensure people have a positive experience using the platform.  

The campaign launched across Australia via OOH, digital, TV and cinema with the hopes of restoring trust in Facebook, informing users about its efforts to combat fake accounts, data misuse and fake news - all of which the social media platform declares are "not our friends". 

"It is our responsibility to make sure Facebook is a place where everyone can stay closer with the people they care about, and to make sure it's a positive force in the world", says Will Easton, managing director of Facebook in Australia and New Zealand. 

 

Optus issues apology after its 'ball ups' with broadcasting FIFA 2018


Optus took out full page ads on page two of newspapers across Australia to apologies for its "monumental stuff up". The telecommunications brand bought exclusive rights to broadcast the World Cup matches live, and football lovers who paid for the sports package offered were left with repeated technical failures. 

CEO of Optus, Allen Lew apologised to people affected and offered all Australians a free subscription to Optus Sport until August 31st 2018.

“Like you, we are football lovers. Our broadcast of the 2018 FIFA World Cup was to be one of our proudest moments. Unfortunately, we let you down.

Optus has given SBS the rights to every remaining game of the tournament. 

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Dove launches 'No digital distortion mark' to show images free of digital manipulation

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Unilever's Dove moves its "Real Beauty" goals further with the introduction of a branding mark indicating its advertising is free of digital manipulation. The "No Digital Distortion" label will kick off across branded content globally starting with Dove's deodorant campaigns. By January 2nd 2019, the mark will be incorporated into all static imagery showcasing women, across print, digital and social, representing the image is not distorted. 

The 'No digital distortion mark' created by Dove, joins the Self-Esteem Project aiming to inspire women and girls navigate the media landscape letting them know that the image they see has not been digitally distorted. 

"The Mark will help women identify reality and relieve some of the pressure to look a certain way, which is why we have created a new Evolution Film which reveals the extent of digital distortions and manipulations that takes place in media and advertising and brings to life the issue that women experience, says Dove Global Vice President, Sophie Galvani. 

 

Shop Instagram stories with new shopping bag icon

Image source:  Techcrunch &nbsp;

Image source: Techcrunch 

Instagram is expanding its shopping features to Instagram Stories, after offering a way for users to shop looks through its feed. The new icon is giving a select number of e-commerce brands a new feature to help with their e-commerce efforts on the platform. Advertisers can add a shopping bag icon to their Instagram story that will display more details about the featured product.

Clicking on the shopping bag icon can display various types of product information, including more images of the featured product, images of the other products contained in the story, descriptions and pricing information for the product and links that lead directly to the brand’s website to purchase the product.

According to Facebook IQ research, “more than one in three self-reported daily active Instagrammers surveyed said they have become more invested in a brand or product after seeing it on Instagram Stories.”

 

Movements in Media, Marketing and Advertising

  • Nicole Sheffield, former News Corp chief digital officer (of six years) now joins Australia Post as executive general manager, community and consumer. 
     
  • News Corp CMO, Tony Phillips exits to pursue his own consultancy business after less than two years with the company. 
     
  • Jonathan Chadwick is appointed as Carats CEO for the Asia Pacific region.
     
  • KPMG Australia appoints former Publicis Communications chairman and Publicis Australia CEO, Andrew Baxter as senior advisor to the firm's entrepreneurial customer, brand and marketing advisory (CBMA) business.

BigDatr May Marketing News

Image source:  Independent.co

Image source: Independent.co

Teens turn away from Facebook

Teenagers are ditching Facebook in favour of other social media platforms such as Snapchat and Instagram, according to a study from the Pew Research Center. The decline in teens using Facebook wasn't unexpected as the social network has struggled to stay relevant with younger audiences as their parents signed up to monitor their child's social presence and stayed after the kids moved on to Snapchat and Instagram's picture-based medium. 

Roughly half (51 per cent) of US teens aged 13-17 say they use Facebook, notable lower than the shares who use YouTube, Instagram or Snapchat. Facebook was well behind the other platforms - YouTube (85 per cent), Instagram (72 per cent) or Snapchat (69 per cent). The study also found that smartphone usage had dramatically altered how teens used and accessed social media. 

 

IKEA print ad designed to put you to sleep

Memac Ogilvy agency in the UAE creates a print campaign designed to put you to sleep. The ad was created after research into the sleep behaviour of those living in the UAE found that nine in ten people were not getting the ideal eight hour sleep a night. They also found that a third were sleep deprived, with 32.4% for only six hours. The Somnig (meaning sleepy in Swedish) print ad is designed to act as a “sleeping aid”.

People are directed to simply tear it out of a magazine, “assemble” it (like an IKEA flat-pack) and place it next to their bed. When activated, a speaker in the ad emits a white noise frequency, which has been proven to aid sleep. The paper is also designed with an aromatic lavender port and the ad was printed using lavender-infused ink - which is known to promote sleep by helping to relax the muscles and lower the heart rate.

 

Boost Juice and Vegemite join forces to bring Limited Edition flavour

Screen Shot 2018-06-05 at 10.03.08 am.png

Australia's popular fruit juice and smoothie bar, Boost together with Australian favourite, Vegemite, deliver their limited edition flavour in-store. The Vegemite Boost smoothie combines chocolate, vanilla yoghurt, banana, and a hint of Vegemite, for customers to enjoy this winter. 

Managing Director of Boost, Claire Lauber, says, "Vegemite really is a quintessential Australian favourite that many of our customers grew up with. When we first thought of the idea for a Vegemite flavoured smoothie, we knew it was pretty out there. However, Vegemite when combined with the chocolate, banana and dates really is delicious".  

Vegemite boost will be available part of Boost's new Aussie Milk Bar range.

 

Twitter may expand its programmatic offerings with Timeline Ad network

Twitter is in the process of recruiting publishers to take part in a pilot programmatic ad network that will place ads in Twitter Timelines embedded in publishers' sites. 

Twitter's business site stated the following:

"You already enjoy the power of real-time Tweets on your webpage through embedded Timelines. Now, let it generate revenue for your site. The Twitter Timeline network is the first ad program that allows publishers to offer real-time content to their audience and drive incremental revenue with targeted ads."

After releasing Q1 earnings report, Twitter's plans to "tap into new channels of demand". 

 

NAB uses data insights to personalise real-time customer experiences

NAB is moving towards delivering personalisation right in the moment, to create exceptional experiences for the customer. According to CMO Australia, part of NAB's marketing strategy involves using data and insights to help guide consumers through 'life's moments' both good and bad, to create a unique human customer experience at the right point in time. 

"We're trying to pick up all these happy and sad, exciting and troubling moments where the customer really does need to think about what's going on with their financial circumstances," Karen Ganschow, General Manager at NAB.

NAB recognises that customers don't want product conversations, rather they want help with their financial situations during life's range of moments such as purchasing a new home, having a child or couples going through a divorce. Even when a customer plans to travel, NAB will use this customer data to be able to pitch personalised messages at the right time. 

 

Pinterest introduces promoted videos to take up entire screen

Pinterest's new full-width video ad. Source:  Digiday

Pinterest's new full-width video ad. Source: Digiday

Pinterest continues to push into promoted videos, and has introduced a new video ad product as it tries to get advertisers to put more of their budgets into the platform. The new video ads will take up more real estate on users' smartphones, but unlike Instagram and Snapchat, Pinterest has yet to go full-screen video. 

"We wanted to maximise the width to allow for more impact in the deef while Pinners are browsing for ideas before and after the video. This makes the video more native to the discovery mindset on Pinterest," a Pinterest spokesperson said. 

 

Video and mobile advertising take the lead in digital advertising

Digital advertising revenue in Australia reached $2.1bn in the first quarter of 2018, driven by both video and mobile advertising. The data came from the Online Advertising Expenditure Report by IAB/PwC revealed an overall increase in digital ad revenues - up 13% year-on-year. Video was up 38% in Q1 2018 vs Q1 2017 to reach $320 million, representing 42% of the entire display advertising segment for the quarter. 

The report also shows a shift in advertising spend with marketers favouring general display advertising over both classifieds, search and directories. IAB director of research, Gai Le Roy, says the findings in the report signify a shift in consumer behaviour towards mobile and video, so it's little surprise to see an increased investment in these formats.

Learn more about other findings from the report summary on CMO Australia.

 

Amazon is reportedly launching retargeting product

Amazon is continuing to grow its digital advertising, with the launch of its own retargeting product. The company is about to introduce a new display advertising offering, according to Bloomberg. Similar to Google, Amazon is working towards a program that will have the complete offering.

Amazon's advertising business tool will let merchants sell on Amazon's online marketplace purchase spots that will follow shoppers around the web to lure customers back into Amazon to complete the purchase. Amazon is inviting a selected number of merchants to test the new ads later this month.