Australia

Information and insights on Australia's economy and marketing industry

Australia


Warc News, 16 April 2014
SYDNEY: Over one quarter of Australian chief marketing officers (CMOs) are failing to utilise big data or regard it as just a passing trend, according to new research. A report from Torque Data and Sweeney Research in association with the Association for Data-driven Marketing & Advertising – The big and small of big data – was based on surveys .

Case Study

Beetle Mania
Michiel Cox and Jamie Barrett, Warc Prize for Social Strategy, Entrant, 2014
This case study shows how Volkswagen, the car manufacturer, drove awareness, test drives and sales of a new Beetle car model in New Zealand by making social media key to its campaign. A competition was created, based on a popular social trend, inviting people to post pictures of themselves imitating the shape of the Beetle car, in order to win one.

Andrea Sophocleous, Event Reports, Australian Broadcasting Digital Media Summit, February 2014
This event report discusses how TV viewers are turning into "superheroes" - and how brands can best serve their needs. In a digitally-connected world, members of the television audience are no longer constrained by the previous restrictions imposed by broadcasters, and are thus free to behave as they wish when it comes to consuming content. While this poses challenges to networks, it also enables them - and the advertisers buying airtime both online and in linear programming - to gain a clearer understanding of the people watching certain shows.

Case Study

The ARIA Awards
Gina Williams, Warc Prize for Social Strategy, Entrant, 2014
This case study describes a campaign by the Australian Recording Industry Association (ARIA), a national industry association, which used an influencer-based social media campaign to promote its awards ceremony. There was mass awareness, but little credibility and declining viewership: The not-for-profit ARIA awards had a proud 27-year heritage, but needed a radical reinvention to get back into the hearts and minds of both the industry and the public.

Bernadine Brewer, Warc Prize for Social Strategy, Entrant, 2014
This case study describes how the Safe and Well Online (SWO) government sponsored research project in Australia used social media to promote a positive body image amongst young people. A web-based app, which worked across devices was created, and allowed users to select positive messages, choose background colours or images and share them online.

Andrea Sophocleous, Event Reports, Australian Broadcasting Digital Media Summit, February 2014
This event report discusses how Diageo and Suzuki are developing their advertising strategies in Australia, with a particular focus on television. The advent of "event TV" - based around high-quality programming content that has become appointment viewing - has encouraged a renaissance of this channel in the recent past.

Will Nichols, Hristos Varouhas and Candice Juniper, Warc Prize for Social Strategy, Entrant, 2014
This case study describes a campaign by Tourism New Zealand, the government funded organisation, to encourage gay Australians to consider the country as a wedding destination. The campaign started on the day New Zealand legalised same-sex marriage with the posting of a new logo on the organisation's Facebook page.

Warc News, 31 March 2014
MELBOURNE: Traditional advertising is still far more effective than digital and social media channels, a new report from Australia has claimed. After questioning a representative sample of 9,600 Australian consumers about the best communications channels for 45 real-life scenarios, Australia Post found that 62% of respondents thought catalogues and.

Warc News, 25 March 2014
SYDNEY: Almost half (44%) of the online population in Australia participated in social TV in 2013, according to a new consumer report, which also found that taking an interest in other people's opinions about TV content remained the main motivation. The latest findings come from Nielsen, the research firm, in its Australian Connected Consumers Repo.

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