The work behind the work part one: an insight into the industry’s top campaigns

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The work behind the work part one: an insight into the industry’s top campaigns

Thursday, 9 March 2017

From celebrating Australia’s diversity to championing family time, these top campaigns all share the common thread of empowerment and encouragement. We’ll be exploring the below three at our upcoming AMG ‘The Work Behind the Work’ event in Sydney. Here’s a preview on what made them so successful:

'Celebrating Australia', by The Monkeys for Meat and Livestock Australia (MLA)

MLAThis campaign was built on MLA’s established ‘You Never Lamb Alone’ platform, with the core message of a united celebration of a diverse Australia over a lamb barbecue. The TV ad featured appearances from familiar faces such as sports commentator Sam Kekovich, Olympian Cathy Freeman, former NRL player Wendell Sailor, TV cook Poh Ling Yeow, cricketer Adam Gilchrist and LGBTQI comedian Rhys Nicholson, amongst others.

Broadcast partnerships saw the campaign integrated with Channel Nine’s TODAY show, Australian themed movies, on air features throughout the network’s ‘Summer of Cricket’ plus support from the Nova Network’s Fitzy & Wippa program. This culminated in ‘The Big BBQ’ at Parramatta Park in Sydney on Australia Day.

Within a week, the advertisement had garnered over 7.6 million views and around 1,000 pieces of media coverage.

MLA said that its marketing campaigns had proven very effective in lifting lamb sales at key times of the year for the industry, with last year’s achieving a record increase of 36.9% MLA group marketing manager Andrew Howie said the organisation’s marketing campaigns were ‘designed to generate discussion’ and ‘we always try to tap into topics or discussions that are already happening across the country’. 

'Make Dinner Time Matter', by Clemenger BBDO for Masterfoods

MasterfoodsThis MasterFoods' 'Make Dinnertime Matter' campaign acted as a timely reminder that dinner is more than just a meal, but a chance to connect with the most important people in our lives, especially with the demands of modern life and workloads continuing to increase.
The campaign was developed in response to research revealing that while 78% of Australians say they get more connection from sharing a meal with loved ones than any other activity, three quarters want to change something about their dinners.
To move Aussies to prioritise and celebrate dinnertime, MasterFoods toured the country asking people who their ideal dinner guest would be. It asked parents and then their children the same question. Complementing the online film, OOH and print advertisements featured real Australian families and friends connecting over dinner, as well as a social campaign to remind people to prioritise dinnertime.

Within a week, #MakeDinnertimeMatter achieved more than 8.5 million collective views online. It received overwhelming support on social media, with viewers agreeing with the campaign’s family-focused message.

Mars Food Australia also launched a research report, ‘Lifting the Lid on Dinnertime’, revealing that Australians felt that emotional factors, such as no arguments and time together without stress, were often more important than the food or the setting.

Mars Australia marketing director Tim Hicks commented in Campaign Brief: "As a brand in over 80% of Australian homes, we have a responsibility with MasterFoods to start a movement and make a real change to shape the future of Australia for the better. This new brand work is testament to the amazing partnership we have with Clemenger BBDO Sydney and our commitment to move all Aussies to prioritise and celebrate dinnertime."

'It's in You', by TBWA Sydney for David Jones

David JonesThe David Jones "It's In You" brand positioning was grounded in a mission to inspire the limitless potential of people. TBWA launched this positioning with an integrated campaign featuring Australian celebrities famous for realising their ambitions: David Jones ambassadors Adam Goodes and Jessica Gomes; You Am I frontman Tim Rogers; Sydney Dance Company dancer Juliette Barton; champion high jumper and model Amy Pejkovic; model Tahnee Atkinson; and actor Alex Russell. Each film starring each personality represents a unique dimension of self-belief: power, courage, elation, swagger, sensuality, ferocity and confidence.

According to David Jones, the campaign recognises “that what we wear isn’t just an indication of who we are, but something more powerful; (it) highlights our potential to become who we want to be through the sartorial choices we make.”

Campaign Brief reported that the campaign is part of a broader business strategy for David Jones and its 'Good Business Journey' vision to be the most sustainable and responsible retailer in Australia, aligning with programs and charities that support the brand purpose.

David Jones' partnership with indigenous sports star and Australian of the Year Adam Goodes caused a great deal of racist commentary on social media when the campaign launched, with hundreds of fans jumping to his defence. To commemorate this support, TBWA worked with David Jones to create a custom-made suit lined with fabric featuring all the positive comments from his fans on social media during the course of the campaign. Adam was so pleased that he wore the suit to his wedding.

Hear more from these agencies at the AMG’s ‘The Work Behind the Work’ in Sydney on Wednesday March 15. Places are limited - book here.