26th January is Australia Day today so we thought it was the perfect opportunity to explore a few of the best marketing campaigns that have come out of Australia in recent years.
Which is your favourite?
There’s Nothing Like Australia (Tourism Australia)
These global consumer marketing campaigns, complete with an app, launched in May 2010. The long-term campaign started by encouraging Australians to share their favourite domestic holiday destinations around the world, and almost 30,000 stories and photos were uploaded to the campaign website.
The campaign also aimed to get businesses in the Australia tourism industry hooking up, encouraging use of creative material and collaboration to amplify the overall impact.
Let Yourself Go (The South Australian Tourism Commission)
The South Australian Tourism Commission (SATC) started the domestic Let Yourself Go campaign in 2011 to promote Kangaroo Island (disappointingly not an island covered with kangaroos). The theme of the campaign was ‘getting away from it all’ and the SATC used television ads, online, relationship marketing, social media marketing, indoor and outdoor cinema and press to share the message.
According to a posting on Campaign Brief, research showed that 41% of the domestic audience and 52% of the main target market were following the campaign and more likely to take a holiday to Kangeroo Island when – prior to the campaign, 43% ‘had little or no awareness’ of the island at all.
Overstay Checkout (Art Series Hotels)
Mixing PR, word-of-mouth and new product development, the campaign tapped into the common irritation travellers experience at check-out times and allowed hotel guests to stay in their accommodation for free until the rooms were needed for other guests. The campaign generated an estimated 359% ROI.
Dumb Ways to Die (Metro Trains Melbourne)
One of our favourites, this campaign launched in November 2012 and centred on a catchy , three minute, tune aimed at improving safety awareness around trains. The campaign combined black humour with music and caricatures that appealed to children. The tune made the campaign highly engaging and content was successfully shared worldwide.
Following the campaign the Metro saw a 21% reduction in accidents and deaths compared with the previous year.
A Roommate Worth Having (Ikea)
This campaign was created to add spice to the usual catalogue delivery! Developed by 303Loew Perth the idea was to inspire potential customers to lovingly store the Ikea catalogue for a whole year until the next one arrived.
The key message and creative strategy for this campaign centred on recipients ‘renting’ the space the catalogue occupied. When people requested a catalogue they received ‘rent cheques’ in the form of credit vouchers that they could spend in the store. A very innovative quirky way to make storing catalogues fun!
That’s five very successful campaigns from Australia – let’s hope we see many more in 2015. Happy Australia day!