SBP 072: The Barber's Brief - May 23, 2024 The Sleeping Barber - A Business and Marketing Podcast
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- Marketing
Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.
We hope you enjoy the show!
Our Hosts:
Marc Binkley - https://www.linkedin.com/in/marcbinkley/
Vassilis Douros - https://www.linkedin.com/in/vassilisdouros/
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
In The News
Red Lobster Filing bankruptcy because of shrimp
https://www.cnn.com/2024/05/20/business/what-went-wrong-at-red-lobster/index.html
Netflix is Launching Its Own Adtech
https://www.adexchanger.com/tv/netflix-is-launching-its-own-ad-tech/
Creatively awarded ads have average effectiveness
https://www.thedrum.com/opinion/2024/05/21/creatively-awarded-ads-once-effective-are-now-officially-average
Marketing Week - Tighter budgets and effective choices
https://www.marketingweek.com/tighter-budgets-effective-choices-your-marketing-week/
The Marketing Moment
Effectiveness of Tourism Australia's award-winning 'Dundee' ad - Mark Ritson
Link: https://www.youtube.com/watch?v=ZHgfp83k-10
Background
Big Insight - Strategy Before Tactics
2007 - 2017 Tourists visiting Australia was up 11% BUT
The increase of Americans visiting was much smaller - up 1.3%
The big challenge was the barriers to travel relative to the competition
Australia has high levels of awareness & a desire to visit
But the big problem was intention
Relative to the UK, France, and Italy Americans had ½ of the intention to visit down under
Barriers include
High travel costs
Length of flight
Not enough time to travel
Campaign Strategy
Communication Objective: Increase traveller intention
Business Objective: Grow US Spend from $3.7B to $6b by 2020
Target: High Value Traveller (higher spend & frequency)
Positioning - A beautiful place to meet refreshingly irreverent people
Campaign
Looked like a paid parntership for a new movie Son of Dundee movie trailer release in 2018 with Danny McBride
Superbowl release trailer #2 with Danny & Chris Hemsworth
Started promotions characters & partners like Quantas Airline videos addressing many of the questions preventing Americans from travelling
Results
Most viewed ad in the Superbowl
Won a gold Effie
Intention increased by 83%
13% increase in bookings from American tourists 1 year in
Ad of the Week
Samsung swipes at Apple over controversial ‘Crush!’ ad for iPad Prohttps://www.marketingdive.com/news/samsung-apple-controversy-crush-ad-ipad-pro/716431/Samsung Video: https://youtu.be/v1YuCMHTGd4 Original Apple Video: https://www.youtube.com/watch?v=ntjkwIXWtrc
Samsung’s Response: Samsung released an ad titled “Creativity Cannot be Crushed” as a rebuttal to Apple’s controversial “Crush!” ad for the iPad Pro.
Ad Details: The Samsung ad features a musician finding a battered guitar in the aftermath of the Apple ad and playing music with the help of a Galaxy Tab S9.
Apple’s Apology: Apple apologized for the “Crush!” ad, which was criticized for being hostile to creativity, and halted its TV run.
Industry Reaction: The quick execution of Samsung’s ad highlights the need for marketers to respond swiftly to social media trends and conversations.
Noteworthy: Following this story’s publication, a spokesperson for BBH USA confirmed Samsung’s “Creativity Cannot be Crushed” ad is running on social channels and does not have paid media support.
Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.
We hope you enjoy the show!
Our Hosts:
Marc Binkley - https://www.linkedin.com/in/marcbinkley/
Vassilis Douros - https://www.linkedin.com/in/vassilisdouros/
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
In The News
Red Lobster Filing bankruptcy because of shrimp
https://www.cnn.com/2024/05/20/business/what-went-wrong-at-red-lobster/index.html
Netflix is Launching Its Own Adtech
https://www.adexchanger.com/tv/netflix-is-launching-its-own-ad-tech/
Creatively awarded ads have average effectiveness
https://www.thedrum.com/opinion/2024/05/21/creatively-awarded-ads-once-effective-are-now-officially-average
Marketing Week - Tighter budgets and effective choices
https://www.marketingweek.com/tighter-budgets-effective-choices-your-marketing-week/
The Marketing Moment
Effectiveness of Tourism Australia's award-winning 'Dundee' ad - Mark Ritson
Link: https://www.youtube.com/watch?v=ZHgfp83k-10
Background
Big Insight - Strategy Before Tactics
2007 - 2017 Tourists visiting Australia was up 11% BUT
The increase of Americans visiting was much smaller - up 1.3%
The big challenge was the barriers to travel relative to the competition
Australia has high levels of awareness & a desire to visit
But the big problem was intention
Relative to the UK, France, and Italy Americans had ½ of the intention to visit down under
Barriers include
High travel costs
Length of flight
Not enough time to travel
Campaign Strategy
Communication Objective: Increase traveller intention
Business Objective: Grow US Spend from $3.7B to $6b by 2020
Target: High Value Traveller (higher spend & frequency)
Positioning - A beautiful place to meet refreshingly irreverent people
Campaign
Looked like a paid parntership for a new movie Son of Dundee movie trailer release in 2018 with Danny McBride
Superbowl release trailer #2 with Danny & Chris Hemsworth
Started promotions characters & partners like Quantas Airline videos addressing many of the questions preventing Americans from travelling
Results
Most viewed ad in the Superbowl
Won a gold Effie
Intention increased by 83%
13% increase in bookings from American tourists 1 year in
Ad of the Week
Samsung swipes at Apple over controversial ‘Crush!’ ad for iPad Prohttps://www.marketingdive.com/news/samsung-apple-controversy-crush-ad-ipad-pro/716431/Samsung Video: https://youtu.be/v1YuCMHTGd4 Original Apple Video: https://www.youtube.com/watch?v=ntjkwIXWtrc
Samsung’s Response: Samsung released an ad titled “Creativity Cannot be Crushed” as a rebuttal to Apple’s controversial “Crush!” ad for the iPad Pro.
Ad Details: The Samsung ad features a musician finding a battered guitar in the aftermath of the Apple ad and playing music with the help of a Galaxy Tab S9.
Apple’s Apology: Apple apologized for the “Crush!” ad, which was criticized for being hostile to creativity, and halted its TV run.
Industry Reaction: The quick execution of Samsung’s ad highlights the need for marketers to respond swiftly to social media trends and conversations.
Noteworthy: Following this story’s publication, a spokesperson for BBH USA confirmed Samsung’s “Creativity Cannot be Crushed” ad is running on social channels and does not have paid media support.
31 min