Let’s Get Fanatical

After my first year of media and communications studies at university, I realised that most of what I was learning was in the areas of traditional media (print, television, radio etc.). While I love delving into Australia’s rich media history, I noticed that my course was only scratching the surface of what is the future of media in this country. As I am particularly interested in the effects of the digital age in marketing and advertising, I started this blog in the hope of discovering new and innovative ways in which brands and their creative agencies were harnessing the power of the online world and with that, new technologies.

I have especially enjoyed following established blogs that have opened my eyes to the possibilities of future.

Digital Marketing Lab is authored by Australian marketing manager Teresa Sperti, who “after living in London for 2 years, realised there was a lack of local tools and resources for emerging digital marketers in the Australian marketplace”. I hold a similar view to Teresa in that Australian brands have been slow on the uptake of online marketing when compared to their international counterparts. Agencies in London and New York, for example, have astronomical budgets in which to research and develop new ways of advertising products and the Australian market is a lot smaller, and we are playing catch up. Digital Marketing Lab offers incredibly helpful hints to small and medium sized business on new ways in which to utilise online tools in maintaining your brand’s presence, as well as discussing innovations of larger brands in the digital world.

Check out The Facebook Effect on Sales and Loyalty 

 

Digital Toni is a bit like me! She is 19, studying digital media in the UK and she too has a “slightly compulsive love of all things media, marketing & advertising”! Toni scours the Internet to find an Ad Watch Of The Week and covers the perfect mix of marketing from the analog and digital worlds, and in particular how they can complement one another in campaigns.

Check out the Top 20 Ads Watched on Youtube

 

Digital Buzz Blog is the go-to location for all marketers when they releasing a new digital campaign. Digital Buzz communicates with agencies and their reps to deliver a succinct rundown of they latest happenings in the digital advertising world. What is especially great is that they blog on even the smallest initiatives of unknown companies from far-flung areas of the world, connecting them with a daily audience of 25,000. After all, the digital age has eradicated language and communication barriers between countries and importantly, advertising agencies, to allow sharing of business strategies.

Check out their post on the Breast Cancer Self-Check iPad App for Breast Cancer Awareness Month

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The Kiwi Sceptics

The Kiwi Sceptics is an online-only reality series that launched in Februrary 2012. Each episode of the Air New Zealand campaign follows an Australian ‘Kiwi Sceptic’ on their surprise journey across the ‘ditch’ to NZ. Each episode focuses on a particular type of sceptic like ‘The Hipster’ who thinks New Zealand is overrun by sheep and ‘The Bali Girl’ who prefers beach resorts and day spas. Sceptics are paired with a New Zealand entertainment personality who joins them on a specifically tailored trip based on the sceptics’ interests.

The campaign is the airline’s largest in the Australian market in the last 10 years. The focus on Australian sceptics came after research discovered that while there are 5.3 million Aussies who would consider New Zealand as a holiday destination, only one in five of these people actually made it across the ‘ditch’. The creative online content was aimed at the young and young-at-heart with the aim of breaking down traditional stereotypes that Aussie’s have of New Zealand. The mini-series depicts something for everyone, whether it is the picturesque scenery, thrill-seeking adventures or the inviting local culture.

http://www.airnewzealand.com.au/kiwi-sceptics

The campaign was supported by the Nine Entertainment Company, which hosted a Kiwi Sceptics page within the ninemsn website. The rollout specifically bombarded Australian news and entertainment websites such as TheAge.com with advertising banners and video commercials and the series has received over 12 million views on Youtube.

After the online hype of the campaign had begun to subside, Air New Zealand released a final episode following Lara Bingle on a winter escape (see below). The latest episode reinvigorated the series’ social media presence as the promotion with Bingle heavily tapped into her extensive fan followings on Twitter, Facebook and Instagram.

Air New Zealand took a leap in their choice of online content over traditional television advertisements and it certainly paid off. The airline won advertising awards for its ‘Branded Content and Entertainment’ at the Cannes Lions International Festival of Creativity.

 

Sources: 

http://www.campaignbrief.com/2012/02/post-158.html

http://www.bandt.com.au/news/advertising/australia-has-record-cannes-lions-year