2018’s ‘Best Ad’ Has A Hidden, Disturbing Message: Marketing Masterstroke Or Mistake?

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2018’s ‘Best Ad’ Has A Hidden, Disturbing Message: Marketing Masterstroke Or Mistake?

NRMA Insurance recently released their first ad for 2018, promoting everyday heroes and showing Australians’ innate willingness to help others. Take a look:

 

 

Viewers have lauded the ad as one of the best ads of 2018 and on YouTube, the clip has surpassed 2.5 million views!

It’s emotional. It’s moving. It’s truly Australian.

The portrayal of a surfer saving a man from drowning is the embodiment of the Australian spirit. A group of commuters moving a train carriage to free a man’s jammed leg is inspired by a 2014 incident in Perth. And of course, sandwiched between these stories, is the NRMA assisting a young girl in a broken-down car.

These acts of kindness are part of our national identity, and give many Australians a reason to be passionately patriotic. Likewise, NRMA believe they help Australians suffering adversity, and have done so for over 100 years.

The objective of this campaign is to reposition NRMA in the market with their new tagline, “Help is who we are”, to highlight their role in the Australian narrative as a support system for their customers.

So, what’s the commotion about?

Well … did you listen to the lyrics? Play it one more time and see if you can notice anything.

In case you missed it, some of the lyrics are questionable.

Exhibit A: “I will come for you at night time”

Ok … that’s not too bad, but the mother’s expression does look slightly sinister. Let’s have a look at another.

Exhibit B: “I will kiss you in four places”

The context of the song is important here … it’s about a one night stand. We’ll just leave you with that.

Exhibit C: “I will squeeze the life out of you”

GET THIS SICK AND TWISTED FIREMAN OFF MY SCREEN.

While the song ‘Throw Your Arms Around Me’ by Hunters & Collectors, is soothing and evocative listening, it is NOT appropriate for an ad featuring children and vulnerable koalas.

What were they thinking?

There are countless songs with warm lullabies and soft melodies to choose from. So why this one?

NRMA has responded to some criticism online, telling customers that the song choice captures “how powerful the Australian spirit of help can be in the face of adversity.”

We get that bit, but what about the references to sexual hookups and insinuated animal abuse??

The lyrics are just too bizarre to take this ad seriously, and once you’ve noticed them, you simply can’t ‘unhear’ it.

Unfortunately for these reasons, this week, it’s a…

Marketing Mistake

 

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Written By: Rob

Greenpeace’s new ad, just another drop in the ocean? Marketing Masterstroke or Mistake?

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Greenpeace’s new ad, just another drop in the ocean? Marketing Masterstroke or Mistake?

Greenpeace are renowned for their compelling stunts, animated protests and sobering ad campaigns, so it’s no surprise that their latest addition looks a little something like this …

Visibly excited to enter the aquarium, the group of school children are representatives of their generation … the next generation. Once inside they are confronted by the absence of sea life and prevalence of plastics.

Bags, bottles and six-pack rings drift through the murky waters, as the children’s faces turn forlorn. The chipper soundtrack transitions to a darker tune, and cogs in the children’s minds begin to turn.

Items from their kitchens have replaced the penguins, fish, stingrays and sharks they were hoping to see. The exhibition has become a display of supermarket waste.

Aquariums are usually viewed as manicured worlds, brimming with marine life and activity, which gives us a false sense of security when it comes to the real state of our oceans.

This campaign calls for the reduction in supermarket’s plastic footprint, because ocean plastic causes the death of hundreds of thousands of animals every year. In fact, the aquarium exhibit was built using plastic collected from a beach in Ireland the previous day.

The ad informs us that, “UK supermarkets generate 800,000 tonnes of plastic each year” and “A truck load of plastic ends up in our oceans every minute”.

This really is a crisis. The volume of plastic in the world’s oceans is set to double in the next decade, and Greenpeace refuse to sit idly by.

In the final seconds of the ad, we are urged to sign their petition to demand that supermarkets use less plastic.

But do these campaigns, commercials and petitions, actually work?

Well, yes …

Just last month the UK government announced that they are set to ban the sale of plastic straws, drink stirrers and cotton buds, in an attempt to eradicate all single-use plastic products. And while more needs to be done to reduce plastic waste in our oceans, this is a huge leap in the right direction.

Even in Australia, the #BanTheBag campaign was hugely impactful when it was propelled into public discourse by the media, prompting supermarkets to plan their transition to plastic bag free-zones.

So, in terms of effectiveness, these ads work! And in terms of conveying this issue to the public, it’s been done perfectly.

This rousing ad is powerful, poignant and chilling.

For these reasons, it’s a

Marketing Masterstroke

 

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Written By: Joshua Britt

My Week With Drip

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My Week With Drip

Automation Software Review

Drip is one of the many marketing automation platforms out there. I had heard good things so I decided to give it a go and see if the rumours were true.

 

Initial impressions

Signing up and setting up the account was a breeze, although many in this day and age hate giving away a credit card in the free trial period. I continued.

Choosing an automation platform is a daunting challenge for most people. With so many options, it’s hard to know which one is right for you. Even though you may think when setting up the account, it’s easy optimising it for your company, it’s not. It takes hours, and honestly, if you are time poor you might make excuses not to do it…

But the time poor are the exact ones who should be making the effort. If you can carve out some time to start thinking about your marketing other than a second thought you might realise how, with a little gumption, you can save yourself loads of time in the long run.

Imagine being able to sort the tire kickers from the genuine leads without doing anything.

Oops went on a tangent about martech in general, back to Drip.

It has all the expected options.

 

 

Campaigns (with A/B testing options) for all your EDMs.

Broadcasts – one off emails (bonus resend if unopened after a certain amount of days).

Subscribers – upload your database here and new additions nestle nicely into your predefined terms.

Forms – Get information about your users, get more subscribers.

Automation – Broken into Workflows and Rules.

Analytics – Bird’s-eye view and campaign level metrics.

 

Using it

So, the tools are simple and the design is intuitive, but if you feel out of your depth there are instructional videos for practically everything.

 

This is where the time churn comes in – setting up all your automations with your new powers.

You want to get your campaigns just right so it will take some time. But you can also set up some very basic flows to get you started or use Drip’s library of templates. There might be a little customisation on your end to make it perfect for your needs, but most of the job is already done for you.

Integrations

You will have to have a look through to see if it will work seamlessly with your current systems (or work well enough to jettison some). But overall it has a solid amount of integrations for a beginner (e.g. FB lead ads, SumoMe, Eventbrite and Instapage) and will actually help push you in the right direction for other services you might not be using yet.

 

Pricing

It is priced fairly compared to competitors in the same space. A bonus is the free starting point for a complete beginner (less than 100 subscribers), but if you are dedicated to using your flows and putting your best foot forward in your other marketing endeavours, you won’t be <100 for long.


Summation

Drip is a solid automation tool with a good amount of customisation and, whilst not enterprise level, it does a great job of providing you the tools any SME would need, much like Wishpond, and has many offerings alongside the bigger players like Marketo and Hubspot.

Did you like this review? Let me know if you would like more reviews on automation software? Would you like more detailed information in a review or was this just about right? Hit us up on info@remembercreative.com

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Written By: Rob

Zuckerberg: A Bad Lip Reading

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Zuckerberg: A Bad Lip Reading

You may not have got exactly what you wanted for from the congressional hearings (Most likely you were out for blood and wanted the entire downfall of Facebook or you just wanted to be reassured that your data would be safe) but what we did get was a buttload of hilarious memes.

And to add more fun to the party are the fine people at a bad lip reading who decided to get in on the action watch and enjoy:

 

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What Will You Do With Your 8 Hours?

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What Will You Do With Your 8 Hours?

Why Digital Disruption Should Be Part Of Your Plan

Most of us spend a third of our hours during the week at work, often in front of a screen, but what do we actually achieve?

Many people complain about not having enough time to do their job because they are busy doing the menial tasks that get in the way of doing the actual job.

When thinking of digital disruption, our minds go straight to household names like Uber, Netflix and AirBNB, and that disruption is taking on a traditional market and providing a better product via digital means (apparently). But if digital disruption doesn’t have to be taking on an industry and building an app that will make you billions, it can be simple. It can be cost effective for all levels and it doesn’t have to be customer facing.

We often use digital disruption tech without being aware, because we don’t associate it with the above well-known examples; teleconference was very different before Skype came around and the cloud collaboration tools of Google and Office 365 are just as disruptive to the way teams conduct business. It’s interesting to note that collaboration tools like Slack, Asana and Trello are considered disruptive even though they are not as multi functional as Google and 365 – perhaps it’s the nature of the beast that the brand history of Google and Office 365 makes them the big boys, the tall poppies if you will, who are are slow moving, out of touch and are in capable of disrupting that which they already have a strangle hold on.

So, what does this mean for you and your marketing team, it means: think smaller… disrupt your team, your office; disrupt your messaging and how you message. Oftentimes we are engaged by a company asking for a new website or a campaign for a new product and we leave after helping them transform the way they do things.

Marketing transformation can take the form of many things including a much more focussed view of digital disruption. Our marketing transformation process is as much about helping you sell or gain exposure, as it is about helping you use your team’s 8 hours.

Whether it is helping you make wiser decisions with which technologies to use, which work is best done in-house and outsource, platforms to connect with, improving templates, implementing marketing automation and chat bots, or just making the process of collaboration with your team quicker – we usually end up leaving our clients with a lighter workload.

The average weekday for me is broken into 3 parts of 8 hours each – sleep – work – non-work. It’s important to always make the most of your time – what will you do with your 8 hours today?

 

 

Photos by Unsplash
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Apple Moves The Needle (Somewhat) With HIV Phone : Marketing Masterstroke or Mistake?

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Apple Moves The Needle (Somewhat) With HIV Phone:

Marketing Masterstroke or Mistake?

This week Apple unveiled a new, red version of the iPhone 8 called (Product)RED. Check out the spot here:

This line of special edition, rich crimson iPhones are different to their silver, black, and gold counterparts in that, a portion of profits is donated to (RED) that is an organisation which aims to reduce the transmission of HIV/AIDS.

Apple partnered with (RED) back in 2006 and has contributed over $160 million to non-profit AIDS organization, The Global Fund. Apple’s contribution is more than the governments of Greece, Hungary, Iceland, New Zealand and Switzerland have given, combined … but is also 0.016% of Apple’s estimated valuation.

During this 11 year period, Apple has made a concerted effort to show AIDS as an important issue, by turning their Apple Stores red, assisting (RED) with app developers, and now, releasing a suite of red products, from Apple Watch bands, to iPhone cases, headphones and even speakers.

Apple states that their partnership with (RED) aims to eliminate the threat of HIV/AIDS in Africa through “programs that provide counselling, testing and medicine that prevents the transmission of HIV from a mother to her unborn child”.

(RED) CEO Deborah Dugan says that “the (HIV) stigma is so strong worldwide” and when sufferers see someone with the (RED) products, they “start talking to them and they know they can come out and then say they have HIV.”

Apple’s commitment to (RED) and the HIV cause is evidently strong, so it must be asked, why did they fail to mention (RED) or even HIV in this commercial. Even stranger than this, when making a purchase in their online store, there is no mention of the partnership. You have to seek the information out.

The reasons for this are entirely unclear.

Likewise, it’s unclear as to how much money goes to the Global Fund.

Apple has stated that, 100% of A PORTION from every (RED) product sale goes directly to the Global Fund … how’s that for spin!

Moreover, it’s safe to assume that this exercise in Corporate Social Responsibility (CSR) is also a marketing exercise to keep the iPhone 8 fresh, after being overshadowed for months by the iPhone X.

And admittedly, this strategy works!

For those globally-minded people who have recently contemplated buying a new iPhone, this Ferrari-red model will surely speed along the process, with thousands more destined to race off the shelves.

The impact of CSR on revenue can be huge, with 64% of consumers in Asia-Pacific saying that they’re willing to pay more for products from companies that have positive social and environmental policies.

On this front, Apple is remarkably savvy.

Like every other Apple ad, it’s slick, swanky and has a killer soundtrack. But in terms of its effectiveness, failing to mention (RED) and HIV was a colossal mistake.

The partnership allowed them the opportunity to have a deep, emotional connection with consumers, and they didn’t leverage this opportunity.

So, for this reason alone, it’s a

Marketing Mistake

 

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Johnnie Walker Gets Into The Spirit Of Things, Drops $15M: Marketing Masterstroke or Mistake

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Johnnie Walker Gets Into The Spirit Of Things, Drops $15M: Marketing Masterstroke or Mistake

After watching this brand new ad for Johnnie Walker, two things are clear: 1. They still make a wildly popular Scotch whiskey (number one in the world to be exact). And 2, they commission damn good ads!

This is Johnnie Walker’s biggest marketing campaign in over a decade, which is poised to run across TV, out-of-home and digital for 18 months, and will be executed at the cost of $15 million.

The Next Step is the latest installment to their iconic Keep Walking campaign, and centres around the concept of journeys. This rousing 45-second commercial features a university student who sits late into the night working at his true passion, art.

The ad was entirely filmed in Sydney, which means we’ll have to suspend all sense of logic and reality, because the suggestion that a whisky-sipping, uni student lives in a sprawling Sydney apartment is frankly, unbelievable.

Such details aside, we then see our protagonist submerged in a sea of laptops. He appears unsettled, and begins to drown to the sound of incessant keyboard tapping.

Spliced into this vignette are shots of his artwork back at home.

He leaves.

Out of the lecture, he dives into a series of glamourous galleries only to be turned away, one after the other.

At this point, we’re told: “No one said it would be easy. Walking your own path seldom is. Because you never truly know where it will take you.”

After several setbacks, elevator doors open to reveal his painting emblazoned across a mannequin … then featured in a fashion show … then at an after party.

“Wherever you are in your journey, always remember, the most important step you take isn’t your last, it’s your next”.

Rewind to the exact moment when our everyman decided to walk his own path. Cut to black, and merge the logo …

“Keep walking. Johnnie Walker”

This truly is an extraordinary piece of creative. And what makes it extraordinary, is that it’s more than just a well shot ad. Leo Burnett, who created this commercial, undertook comprehensive consumer research, and it’s evident.

The magic of this ad is in its relatability. We’re watching a real person, not a celebrity, live out a very real experience.

This ad is designed to appeal to the career-focused, who have most probably faced a degree of adversity on their journey to success. This group are also more likely to have an income that could support such a refined drinking habit.

And if this is the case, it must be asked, why cast a university student? Possibly because, again, being a student at university is a relatable experience for most successful career people. Or, maybe it’s the Happy Meal strategy of ‘get-them-in-young’.  And maybe it’s a bit of both.

What is even more relatable to a wide audience, is the fear of rejection and failure. Name a person who hasn’t had a moment (or ten) when they’ve questioned, did I take the right path?

Johnnie Walker have always celebrated stories of personal achievement and have always encouraged people to walk their own path.

This notion is also quintessentially Australian. This ad plays into Aussies’ affection for the underdog, and their support for a fair go, hard work and persistence.

These qualities closely align with Johnnie Walker’s 20-year commitment to personal progress, growth and achievement.

In marrying these shared values, Leo Burnett has created the perfect mix.

So, for these reasons, this week, it’s a Marketing Masterstroke.

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Apple Accidentally Showed A Bug In Their iPhone X Ad: Marketing Masterstroke or Mistake?

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There’s So Many Bugs On iPhone X That One Made It Into The Ad: Marketing Masterstroke or Mistake?

Despite waning sales figures for Apple’s highly lauded and highly expensive, iPhone X, they’re pushing ahead with a buffet of slick and swanky ads. However, dwindling sales figures aren’t the least of their worries, with some noticing that their latest spot features a software bug in the ad itself. (UPDATE: Apple has since fixed the bug on the iPhone X ad featured above but the actual bug remains)

 

 

After this explosive rampage, I wouldn’t be surprised if the schoolgirl spends the rest of her life in detention for purposefully destroying every piece of school property in her line of sight!

Frankly, it’s unbelievable that at no point does a bystander attempt to stop her during her parade of destruction.

Furthermore, not once is she reprimanded for exploding lockers, and carrying out an unnecessary invasion of privacy.

Further-furthermore, her superpowers go unquestioned.

But then again, vandalism and breaches of privacy should never get in the way of a great ad … just ask Facebook.

Apple are known for their ads, and overall, this one does not disappoint. The upbeat tempo, colour explosions and elements of fantasy make this ad truly unique.

The production quality is high. And the concept of ‘unlocking the world’ is creative, and clever. It undoubtedly met Apple’s brief to demonstrate one of their key selling points, that being facial recognition.

When Apple releases a new iPhone, they generally hold a few extra features which give them a unique point of difference, and justifies the price increase. Apart from the phone’s exterior, the only feature which distinguishes the iPhone X, from the iPhone 8, is facial recognition.

But does this single feature justify an extra $500 AUD at the cash register? We’re not convinced, and neither are consumers.

The decision to focus heavily on this one feature has clearly not resulted in an increase in sales. While other ads have focused on features like Portrait Mode, not all consumers will see every ad … and Portrait Mode is on iPhone 8 anyway.

So, while Apple’s marketing strategy might not be the most sophisticated, the production of this ad is great … except for one little mistake … the bug.

Unfortunately, what brings this ad down, is that is shows a software bug in action!

 

Oops Apple Ad iphone x

The words from the text message are not supposed to escape the bubble, but as you can clearly see here, they have.

Although it is extraordinary that Apple signed this off, it really is a trivial detail that doesn’t impact the overall brilliance of this ad.

There are certain aspects of this ad that are problematic but Apple must take responsibility, because ultimately is it exceptional!

So, for these reasons, this week, it’s a Marketing Masterstroke.

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Burger King Goes The Extra Mile: Marketing Masterstroke or Mistake?

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Burger King Goes The Extra Mile: Marketing Masterstroke or Mistake?

Ever heard of Good Samaritan Day?

Neither have we. Apparently it was a few days ago, and in celebration of this little-known holiday, Burger King released an ad:

The concept behind this commercial was to reward those good Samaritans who stopped to assist the driver of an overheating car. Once they veer to the side of the road, the altruists realise that the billowing smoke is actually pouring out of a grill, which has been set into the car’s bonnet.

Burger King has claimed that this ad was a real life social experiment, however we’re doubtful. Everything seems just a little bit too perfect. Namely, the King emerging from behind a cloud of smoke and the multiple travelers that attend to the scene with fire extinguishers in hand (where did they come from??).

Also, the fact that these civilians don’t seem to notice the team of camera operators surrounding the car, is a dead giveaway.

And if we’re getting super technical, unless the onlookers were strapped with microphones, the camera shooting from across the road wouldn’t have been able to record their dialogue.

All of this aside, the concept is phenomenal! This quirky video joins a series of other activations that Burger King has been rolling out over the past few months. Another was when. Burger King decided to gift their biggest social media fan an entire restaurant and year’s supply of burgers.

If Burger King can sustain this degree of quality advertising (and KFC fail to source more chicken) they will be on the path to taking the ‘real crown’.

This ad has it all, packed into a neat 60 second package. There’s the drama of the overcooked engine, the humour of the prank and the warmth of the kind gesture. And, who doesn’t love a company mascot with an oversized head?

So, for these reasons, this week, it’s a Marketing Masterstroke.

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Spotting Digital Rips – Always Be Testing The Waters

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Sink or Swim – Spotting Digital Rips

It’s slowly getting colder and there aren’t many beach days left for me before winter is in full swing. I was dreading this on Sunday when I was unseasonably baking on the sand at the beach. I was snapped out of my contemplation as I saw a surf life saver tearing out on his surfski to help someone, hand in the air, who had gotten themselves in a rip.

It’s scary being caught in a rip. A lot of us in Australia have grown up less than an hour from the beach – so we should know what to do. But if you haven’t spotted it until you’re in it, the fear can cloud your judgement and as Marcellus Wallace will tell you, pride can get in the way of raising your arm and asking for the help of the boys and girls in red and yellow.

On my way into work today, I was taking stock of my weekend and getting into work mode. I started seeing a direct correlation between the swimmer and a client that had recently engaged us.

The swimmer hadn’t spotted the rip before he went in, but he had the presence of mind to stick up his hand and ask for help. By the time he got into shore, you could tell he was still buggered so perhaps he fought the rip a bit longer than he needed to, before raising the alarm.

Similarly, the aforementioned client had jumped into a marketing campaign without proper caution and quickly found themselves in trouble. They realised that the outcome they had promised their stakeholders was not looking probable and asked around for help, not before getting a little deeper in trouble by trying to do the same thing, but with more money. The client was recommended to us by someone who had previously worked with us and we have put them on our surfski, and the early signs look good.

I don’t think the sunk cost fallacy directly relates to sinking swimmers (and digital campaigns) but it might as well. We need to constantly appraise our situation – to see if we are wasting time and energy in waters that don’t suit us, and if so, look for the calm blue ocean.

We can all get stuck in a digital rip and a thorough strategy can help, but it’s always wise to be able to spot the warning signs as early as possible. Whether it’s a low click through rate on an EDM, no conversions on your landing page, or limited brand awareness among your targets, make sure you examine what the next steps are. It might be to call for reinforcements, or pivot a little to more peaceful waters.

So, if you’re in trouble, ask for help!
If you are going to the beach – read this first.
If you are struggling with your current digital comms, or need help trying to spot a digital rip before you jump into the water, or you are just digging this thinly veiled metaphor, drop us a line – info@remembercreative.com.

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