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

Episoder(262)

Nils Leonard: Don’t Confuse S**t Ads For The Death Of Creativity

Nils Leonard: Don’t Confuse S**t Ads For The Death Of Creativity

Nils Leonard, Uncommon Studio's co-founder and Creative Director is back, and the mic is hotter than ever. We're tackling why Uncommon is pushing the boundaries of out of home, including the divisive ...

19 Nov 20251h

Gary Vee on the most undervalued and overvalued media

Gary Vee on the most undervalued and overvalued media

Entrepreneur, investor, and VaynerMedia CEO Gary Vaynerchuk joins us from Wine Library to share his unfiltered take on marketing in 2025. We cover everything from spotting consumer trends to staying a...

12 Nov 202554min

Unreasonable Marketing - lessons from the creator of the world’s #1 restaurant - Will Guidara

Unreasonable Marketing - lessons from the creator of the world’s #1 restaurant - Will Guidara

Will Guidara is the author of Unreasonable Hospitality and co-founder of the world’s #1 restaurant, Eleven Madison Park. He joins us to share how lessons from hospitality can be a huge competitive adv...

5 Nov 20251h 12min

From Tech founder to solving the social media addiction crisis - Jess Butcher

From Tech founder to solving the social media addiction crisis - Jess Butcher

Jess Butcher MBE has built a career at the intersection of technology and consumer behaviour. She co-founded AR pioneer Blippar and has since turned her attention to a growing issue: how AI and social...

29 Okt 202558min

American Eagle’s Sydney Sweeney campaign - what really happened with CMO Craig Brommers

American Eagle’s Sydney Sweeney campaign - what really happened with CMO Craig Brommers

Craig Brommers, CMO of American Eagle, joins us to go behind the scenes of one of the most talked-about campaigns of the year; Sydney Sweeney for American Eagle. Craig reveals what really happened, wh...

22 Okt 202543min

David Droga: My greatest lessons from 37 years in advertising

David Droga: My greatest lessons from 37 years in advertising

After an illustrious 37-year career in advertising, legend David Droga is stepping down as CEO of Accenture Song and retiring. Under his leadership, Song grew 8% to $20 billion in FY25, up from $19 bi...

15 Okt 20251h 11min

The behavioural hacks that create $Billion brands - Richard Shotton

The behavioural hacks that create $Billion brands - Richard Shotton

Richard Shotton, author of The Choice Factory and the newly released Hacking the Human Mind, joins us to explore the behavioural science behind the world’s most iconic brands. From Guinness’ 119.5 sec...

8 Okt 20251h 5min

70 Years of TV Advertising - why it works & the best ads of all time - Carolyn McCall, ITV

70 Years of TV Advertising - why it works & the best ads of all time - Carolyn McCall, ITV

Dame Carolyn McCall OBE is the CEO of ITV, the UK’s biggest commercial broadcaster. She was previously CEO of The Guardian Media Group and easyJet, and currently serves as President of The Marketing S...

1 Okt 202539min

Populært innen Business og økonomi

stopp-verden
dine-penger-pengeradet
lydartikler-fra-aftenposten
rss-penger-polser-og-politikk
e24-podden
rss-borsmorgen-okonominyhetene
pengepodden-2
pengesnakk
finansredaksjonen
rss-politisk-preik
utbytte
livet-pa-veien-med-jan-erik-larssen
morgenkaffen-med-finansavisen
tid-er-penger-en-podcast-med-peter-warren
stormkast-med-valebrokk-stordalen
rss-markedspuls-2
rss-sunn-okonomi
lederpodden
rss-pa-konto
okonomiamatorene