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

Tämä jakso on lisätty Podme-palveluun avoimen RSS-syötteen kautta eikä se ole Podmen omaa tuotantoa. Siksi jakso saattaa sisältää mainontaa.

Jaksot(269)

Greg Hahn on why the biggest risk you can take is to be ignorable

Greg Hahn returns to the podcast to discuss the philosophy that has made Mischief one of the most talked-about agencies in the world.From Tubi's famous Super Bowl interruption campaign to turning arou...

10 Kesä 59min

How Chili’s used creativity, culture and customer experience to create one of the greatest turnaround success stories - George Felix

George Felix, CMO of Chili’s, joins us to tell the story behind one of the most impressive brand turnarounds of recent years. From iconic menu items like chips and salsa and the famous margarita to vi...

3 Kesä 1h 4min

Tom Goodwin and Rory Sutherland Fix Marketing (Part 2)

Rory Sutherland and Tom Goodwin return for part two of our wide-ranging conversation on the future of marketing, creativity, and business.From driverless cars and Silicon Valley thinking, to the dange...

27 Touko 1h 4min

Rory Sutherland and Tom Goodwin Fix Marketing (Part 1)

Two of our most popular guests return for a conversation on what’s gone wrong in modern marketing and how to fix it. Rory Sutherland and Tom Goodwin tackle everything from digital overload and bad cho...

20 Touko 1h 3min

How to manage a crisis with ex United Airlines Chief of Comms, Jim Olson

Jim Olson has spent his career helping businesses navigate moments of intense pressure from corporate crises to deeply personal challenges, running comms at United Airlines and Starbucks. In this epis...

13 Touko 44min

Marketing lessons from 20 years at Google - Dan Taylor

Dan Taylor has spent over two decades at Google, helping shape how brands grow through search, media, and technology. Today, he leads global advertising at one of the world’s most influential companie...

6 Touko 48min

How Sephora built brands through creators, partnerships and loyalty - CMO Zena Arnold

Zena Arnold, CMO of Sephora, joins us to break down how one of the world’s most influential beauty retailers continues to set the standard for brand, community, and culture.From standout branding to r...

29 Huhti 43min

Marketing in the age of AI with Adobe Enterprise CMO, Rachel Thornton

Rachel Thornton, Enterprise CMO at Adobe, joins us to unpack how one of the world’s leading technology companies is navigating marketing in the age of AI. From brand building in B2B to launching compl...

27 Huhti 39min