Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.
We hope you enjoy the show!
Our Hosts:
Marc Binkley - https://www.linkedin.com/in/marcbinkley/
Vassilis Douros - https://www.linkedin.com/in/vassilisdouros/
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
In The News
Red Lobster Filing bankruptcy because of shrimp
https://www.cnn.com/2024/05/20/business/what-went-wrong-at-red-lobster/index.html
Netflix is Launching Its Own Adtech
https://www.adexchanger.com/tv/netflix-is-launching-its-own-ad-tech/
Creatively awarded ads have average effectiveness
https://www.thedrum.com/opinion/2024/05/21/creatively-awarded-ads-once-effective-are-now-officially-average
Marketing Week - Tighter budgets and effective choices
https://www.marketingweek.com/tighter-budgets-effective-choices-your-marketing-week/
The Marketing Moment
Effectiveness of Tourism Australia's award-winning 'Dundee' ad - Mark Ritson
Link: https://www.youtube.com/watch?v=ZHgfp83k-10
Background
- Big Insight - Strategy Before Tactics
- 2007 - 2017 Tourists visiting Australia was up 11% BUT
- The increase of Americans visiting was much smaller - up 1.3%
- The big challenge was the barriers to travel relative to the competition
- Australia has high levels of awareness & a desire to visit
- But the big problem was intention
- Relative to the UK, France, and Italy Americans had ½ of the intention to visit down under
Barriers include
- High travel costs
- Length of flight
- Not enough time to travel
Campaign Strategy
- Communication Objective: Increase traveller intention
- Business Objective: Grow US Spend from $3.7B to $6b by 2020
- Target: High Value Traveller (higher spend & frequency)
- Positioning - A beautiful place to meet refreshingly irreverent people
Campaign
- Looked like a paid parntership for a new movie Son of Dundee movie trailer release in 2018 with Danny McBride
- Superbowl release trailer #2 with Danny & Chris Hemsworth
- Started promotions characters & partners like Quantas Airline videos addressing many of the questions preventing Americans from travelling
Results
- Most viewed ad in the Superbowl
- Won a gold Effie
- Intention increased by 83%
- 13% increase in bookings from American tourists 1 year in
Ad of the Week
Samsung swipes at Apple over controversial ‘Crush!’ ad for iPad Prohttps://www.marketingdive.com/news/samsung-apple-controversy-crush-ad-ipad-pro/716431/Samsung Video: https://youtu.be/v1YuCMHTGd4 Original Apple Video: https://www.youtube.com/watch?v=ntjkwIXWtrc
Samsung’s Response: Samsung released an ad titled “Creativity Cannot be Crushed” as a rebuttal to Apple’s controversial “Crush!” ad for the iPad Pro.
Ad Details: The Samsung ad features a musician finding a battered guitar in the aftermath of the Apple ad and playing music with the help of a Galaxy Tab S9.
Apple’s Apology: Apple apologized for the “Crush!” ad, which was criticized for being hostile to creativity, and halted its TV run.
Industry Reaction: The quick execution of Samsung’s ad highlights the need for marketers to respond swiftly to social media trends and conversations.
Noteworthy: Following this story’s publication, a spokesperson for BBH USA confirmed Samsung’s “Creativity Cannot be Crushed” ad is running on social channels and does not have paid media support.
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