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(253)

The Case for Creativity & Cannes Lions - James Hurman

The Case for Creativity & Cannes Lions - James Hurman

Here's the articles before you listen:Read the Campaign articleRead James' articlePart 1 – The Case for Creativity in BusinessGrowing up in a world that didn’t recognise the potential of creativityHow...

7 Syys 20211h 48min

Go Luck Yourself - Andy Nairn, Lucky Generals

Go Luck Yourself - Andy Nairn, Lucky Generals

Andy Nairn is one of the 3 founders of Lucky Generals, a creative company for people on a mission. It's been shortlisted for Campaign's Agency of the Year for 5 years in a row. In 2021, Campaign named...

11 Elo 20211h 19min

The fast and the fearless - Nils Leonard, Uncommon

The fast and the fearless - Nils Leonard, Uncommon

Nils Leonard has spent over 20 years in the advertising and design industries working at a number of the most recognised agencies in London. In 2017, he founded the Uncommon Creative Studio alongside ...

2 Elo 20211h 12min

Can't Sell, Won't Sell; Why adland has stopped selling and started saving the world - Steve Harrison

Can't Sell, Won't Sell; Why adland has stopped selling and started saving the world - Steve Harrison

Pick up a copy of Steve's book "Can't Sell, Wont Sell" here.Steve was European Creative Director (OgilvyOne) and Global Creative Director (Wunderman) either side of starting his own agency, HTW, where...

16 Heinä 20211h 5min

Improving your mental game - Dolvett Quince

Improving your mental game - Dolvett Quince

Dolvett Quince is a real inspiration to his millions of followers but it’s not his Fitness that captured my attention, although you cant argue with the chiselled good looks and winning smile, but his ...

28 Kesä 202149min

Making econometrics like art on a Friday and not maths on a Monday – Dr Grace Kite

Making econometrics like art on a Friday and not maths on a Monday – Dr Grace Kite

What we covered in this episode:What is Econometrics and why you do it?The critical role of people in any econometric projectCristiano, Coke and the complete misattribution of dataImportance of senior...

21 Kesä 20211h

The power of ideas that don't make sense - Rory Sutherland, Ogilvy

The power of ideas that don't make sense - Rory Sutherland, Ogilvy

Rory Sutherland is the Vice Chairman of Ogilvy, an attractively vague job title which has allowed him to co-found a behavioral science practice within the agency. ​Before founding Ogilvy Change, Rory ...

7 Kesä 20211h

How I created the most successful agency of the 90’s - Rupert Howell, HHCL & Partners

How I created the most successful agency of the 90’s - Rupert Howell, HHCL & Partners

Rupert Howell is one of the founders of the advertising agency HHCL & Partners famous for campaigns for Tango, The AA, Ronseal, First Direct and Go amongst to name just a few. They were awarded ‘Agenc...

19 Touko 20211h 54min

Suosittua kategoriassa Liike-elämä ja talous

sijotuskasti
mimmit-sijoittaa
rss-rahapodi
psykopodiaa-podcast
ostan-asuntoja-podcast
herrasmieshakkerit
rahapuhetta
rss-seuraava-potilas
rss-rahamania
rss-20-30-40-podcast
rss-lahtijat
rss-inderes-femme
rss-strategian-seurassa
rss-porssipuhetta
rss-startup-ministerio
rss-sisalto-kuntoon
rss-paasipodi
rss-inderes
rss-myynnilla-on-asiaa-kert-kenner
rss-40-ajatusta-aanesta