Sleeping Barber - A Marketing Podcast

SBP 072: The Barber's Brief - May 23, 2024

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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.

                    ...more
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