How entertainment, brand mascots and creative testing delivered a winner for Tourism Australia - Susan Coghill
Uncensored CMO8 Marras 2022

How entertainment, brand mascots and creative testing delivered a winner for Tourism Australia - Susan Coghill

Susan Coghill is the Marketing Director at Tourism Australia and they've got one of the best performing ads on the System1 database, with their new campaign "G'Day". But this wasn't without taking some risks, such as introducing a new brand mascot, getting high profile stars to feature and producing a 9 minute film.

Watch the ad here.

What we covered in this episode:

  • Why Susan has the best job in the World
  • How to set KPI’s for a tourism brand
  • Why Tourism Australia kept advertising through the pandemic
  • What System1 learnt about advertising during covid
  • Winning the only Effie for a travel company during lockdown
  • Planning ‘Come and say G’day’ a new global campaign to announce Australia is open again
  • Which distinctive assets are the most Australian
  • Creating Ruby Roo the new brand mascot
  • What we can learn from the Entertainment industry
  • Putting on a show rather than selling
  • Why it’s important to remember you are not the audience
  • Making a new version of Men At Work’s ‘Down Under’
  • The role of celebrities in making the ad more distinctive
  • Justifying spending $125m on the new campaign
  • How System1 testing gave confidence to make creative decisions
  • Getting a 4 Star in the animatic testing
  • How to reassure your stakeholder the creative will work
  • Inspiration from the best Christmas adverts
  • Adapting creative for different markets
  • The long term plan for Ruby
  • The decline of fluent devices and why you should use them
  • Whether Ruby will appear as a character in real life
  • Why we should all be more like Churchill the dog
  • Revealing the official countdown of the UK’s best advertisers

Jaksot(250)

The power of kindness with Kory Marchisotto [Uncensored Renegades]

The power of kindness with Kory Marchisotto [Uncensored Renegades]

e.l.f. lives by the mission of being "a bold disruptor with a kind heart" a refreshing stance when disruption is rarely paired with kindness. Kory explains why kindness is at the core of how e.l.f. op...

16 Maalis 23min

Canva CMO on the marketing strategies that built Australia’s largest private company - Zach Kitschke

Canva CMO on the marketing strategies that built Australia’s largest private company - Zach Kitschke

Zach Kitschke joined Canva as employee number five. Today, the company serves hundreds of millions of users worldwide.In this episode, Zach shares the inside story of Canva’s growth, from the scrappy ...

11 Maalis 40min

Lessons from sh*tty moments (and bosses) [Uncensored Renegades]

Lessons from sh*tty moments (and bosses) [Uncensored Renegades]

Every week, Jon and Kory pull back the curtain on the messy, unfiltered reality of building a career on your own terms. Throughout their long and successful careers, they've had their fair share of sh...

9 Maalis 31min

LinkedIn CMO on how to grow your profile, what skills are most in demand and B2B marketing strategies - Jessica Jensen

LinkedIn CMO on how to grow your profile, what skills are most in demand and B2B marketing strategies - Jessica Jensen

Jessica Jensen, CMO of LinkedIn, joins us for a high-energy conversation on careers, personal branding, and the future of B2B marketing.We dive into the latest job market data (it might surprise you),...

4 Maalis 46min

How innovation succeeds with Kory Marchisotto [Uncensored Renegades]

How innovation succeeds with Kory Marchisotto [Uncensored Renegades]

How are great products created through innovation? Jon and Kory tackle this topic bringing entertaining examples from their careers, including the runaway success of e.l.f.'s Power Grip primer. So wha...

2 Maalis 26min

From idea to £25m exit - Jimmy's Iced Coffee Founder, Jim Cregan

From idea to £25m exit - Jimmy's Iced Coffee Founder, Jim Cregan

Jim Cregan built Jimmy’s Iced Coffee from scratch, spotting an untapped market, designing a product that stood out, and making its way onto the shelves of Selfridges in just 4 months.In this episode, ...

25 Helmi 48min

What is Marketing? Part 2: Marketing is Poetry with Kory Marchisotto [Uncensored Renegades]

What is Marketing? Part 2: Marketing is Poetry with Kory Marchisotto [Uncensored Renegades]

How do you distil something as complex as marketing into something simple?In this special episode of Uncensored Renegades, Kory delivers a powerful seven-minute poem (originally written as a pattern-d...

23 Helmi 32min

Why Marketers Don’t Make the Boardroom - Thomas Barta

Why Marketers Don’t Make the Boardroom - Thomas Barta

Thomas Barta is one of the world’s leading experts on marketing leadership. A former McKinsey partner, CEO of the Marketing Leadership Institute, and co-author of The 12 Powers of a Marketing Leader, ...

18 Helmi 38min

Suosittua kategoriassa Liike-elämä ja talous

sijotuskasti
mimmit-sijoittaa
rss-rahapodi
psykopodiaa-podcast
rss-rahamania
ostan-asuntoja-podcast
pomojen-suusta
rss-seuraava-potilas
rss-sisalto-kuntoon
taloudellinen-mielenrauha
rss-lahtijat
rss-20-30-40-podcast
rss-h-asselmoilanen
rss-bisnesta-bebeja
rss-karon-grilli
sijoituspodi
rss-startup-ministerio
rss-inspiroivat-naiset
rss-inderes
rss-siksi-viestinta