Friday Five with Mitchell Pack
20th April 2018
Hi there! I’m Mitch. If you like Rugby League as much as I do, you will know instantly what this week’s Friday Five will be. That’s right, 5 songs used to promote the greatest competition of them all, the NRL. Since the late 80s, every couple of years the NRL goes through the selection process of finding the perfect song to market their game to the masses. It is no easy feat, however, to select a song that will be truly representative of the game, whilst appealing to such a diverse audience. It is super important for the NRL as a brand to have a promotional/theme song and It helps build identity and engagement, essentially helping the audience form an emotional connection. Over the course of the last 30 years, there has been a fascinating evolution of song selection designed to FIRE UP the fans.
Enough talk of offloads, tackle busts and line breaks, let’s get into it!
1) “WHAT YOU GET IS WHAT YOU SEE”, Tina Turner (1989): It’s 1989 and the NRL knew it needed change. Sex was selling, and the NRL finally caught on, introducing this classic as its theme song forever changing Rugby League. A genuine American Star singing about our game, which by many reports, “never looked so good.”
2) “TUBTHUMPING”, Tumbawamba (1998): Skipping forward to 1998, the NRL had somewhat abandoned the sex sells strategy, unveiling the classic anthem Tubthumping. A step backwards some may feel, however as the lyric reiterates, you may knock them down, but they’ll keep getting back up again.
3) “THAT’S MY TEAM”, Hoodoo Gurus (2003-2007): One of the two most notable songs chosen by the NRL as their promotional song would be “That’s My Team”. Introduced in 2003, this song would then be chosen every year until 2008. This song was seen to put pride back into the NRL after a decade of weak selection. A spin on the Hoodoo Gurus song “That’s My Scene” which was so popular fans are calling for its return. Sign the petition here: https://www.change.org/p/nrl-bring-back-that-s-my-team-as-the-nrl-theme-song
4) “THIS IS OUR HOUSE”, Bon Jovi (2011-2012): Seen as “one of the biggest advertising coups in Australian sport history”, the NRL managed to secure Bon Jovi’s services for the 2011 season. Leveraging Russel Crowes association, the NRL was able to set up a meeting between Bon Jovi in December of 2010, where the pair “wooed” thousands of fans. With many predicting this song to be more successful than Tina Tuner’s “What You See Is What You Get”, unfortunately it didn’t live up to the hype, failing to win over the fans.
5) “SIMPLY THE BEST”, Tina Turner (1990-1995): I know I’m backtracking, but hear me out. Arguably the great NRL anthem ever chosen, Tina Turners hit went back to back for 6 years, captivating the masses until the end. As put by the Daily Telegraph journalist Matt Cleary back in 2014, “ an apt anthem for the greatest game of all.” The success of this song isn’t just measured in the number of years it lasted, but rather where it took the game. The game of the hard yakka, was truly transformed. It had become “Show Business.” So the spectacle we see today, the game that Nine and Foxtel thought was valuable enough to warrant a $1.9B broadcast deal may not have been without some forward thinkers who knew Tina Turner was simply the best.
Notable mentions: “Something’s Got a Hold on Me”, Jessica Mauboy and “Let Me Entertain You”, Robbie Williams.
Friday Five with Anna Vergaki
4th April 2018
I’m Anna and I recently started working at Bohemia as a Performance Director. Part of my role is coming up with some “out of the box” ideas to briefs. That said I would like to give you a quick tour of my inspiration board, which consists of examples I believe can inspire you.
In a time when products have mostly the same quality brands need to figure out new ways to build brand loyalty. With that in mind, in 2017 we saw many brands steering away from the ‘hard sell’ when it comes to creating ads. Instead they started creating ads to inspire people, take a stand on social issues and touch on emotions.
Big brands like Telstra and Qantas chose to present themselves as businesses that are part of people’s life, aspirations and experiences rather than just a Telecommunications and Travel company, respectively. In a nutshell, brands have simply realized that in order to differentiate themselves from their competitors they need to offer their audience a lot more than a product ad; and this is where things get interesting. Below is a small sample of some inspiring ads we saw in 2017 that definitely ticked all the above.
- Telstra – the magic of technology
- Qantas – our spirit flies further
- ANZ – #hold tight
- Nike – what are girls made of?
- Optus – this is football
All these ads have one thing in common: they are all showcasing how they can be part of our everyday life, what they stand for and how they can make our dreams come true. This is without doubt an interesting path brands have decided to pursue and I can’t wait to see what’s next. One thing is for sure: these ads are not your grandma’s commercials.
Friday Five with Rebecca Alexander
22nd March 2018
My name is Bec Alexander and I’m a strategy director at Bohemia. Before I got into media strategy, I wanted to be a copywriter.
My obsession with words began with my discovery of Seinfeld re-runs. This morphed into a love for puns and speaking in metaphors. I believe that anecdotes make the world go round, and I’m a firm believer in a one-liner. If you’ve written it right – you can say it in 140 characters or less.
So why is this relevant to you? Well, back in the day – copywriting in the golden age of advertising was all about print ads. Today, copywriting has transcended from being a “creative agency thing” to showing up in search, on Insta, and in street stencils, and in interesting new media.
So today’s Friday Five Is About Damn Good, Frothworthy Copy:
I won’t explain these as the copy speaks for itself. But these will show you how great copy can make media touchpoints shine… Because from above the line to below the line – it’s all about writing good lines.
1. Copy to match it’s placement for that one-two punch. Here’s one for All Bran:
2. Copy that captures the complexities of life. Here’s one for Nike:
3. Copy That Matches the context. Here’s one for security softwares:
4. Copy That Conveys Usage Occasions on the package. Here’s Snickers’ build on “You’re Not You When You’re Hungry:
5. Copy That Compels You To Take Notice on Shelf. Here’s one that taps into the insight of getting “White Girl Wasted”
If you’re inspired by copy, recommend watching Seinfeld (thank me later) or reading the book, “Hey Whipple Squeeze This”.
Friday Five with Chris Christofi
16th March 2018
My name is Chris Christofi and I’m a strategist at Bohemia.
We watch the Oscars , the Grammies , MTV awards and even the ARIA awards but we wouldn’t dream of watching the Booker Prize ceremony or the Goodreads Choice awards , would we?
Well todays Friday five is about celebrating the stimulation of colour in black and white , the stirring of feelings without sound or movement – the ultimate art of writing.
So I want to share some of the books that have helped make a long commute a pleasure. My top 5 great reads are :
1 – The Last Kingdom series by Bernard Cornwell is a marvellous historical series that guides you through the life and times of Alfred the Great as he and his descendants battle the invading Viking hordes to establish what was to become known as England. If you’re a fan of the Viking series you’ll love these books.
2 – The Winds of War & War and Remembrance by Herman Wouk is another historical series that follows the challenges an American family face as they get caught up in the prelude to and reality of the second world war. It’s a romance , a drama and historical tome all rolled up into two beautifully written books by a Pulitzer prize winning author.
3 – Dune by Frank Herbert is the definitive Science Fiction series that will have you marvelling at the ability of a writer to create new worlds and cultures that seem so real and alive.
( Interesting fact is that the names of planets from the Dune novels have been adopted for naming of plains and other features on Saturn’s moon.)
4 – The Donovan Creed series by John Locke. A quirky , funny take on the art of being an assassin. Anything by this man is great holiday reading as apart from his amazing sense of the unexpected he just doesn’t believe in “filler” i.e. that detail of carpet colour and furnishings that consumes 40% of all pages – his focus is on the story so he gets you through the story at breakneck speed. You literally can’t put his books down. ( PS He is the first self – published author to sell one million books on Amazon)
5 – A Year to Remember by Michael Maguire. For all you Rabbitohs supporters out there Michael walks through every game that was the amazing season of Bunnies Glory. So who wouldn’t want to read about it?
Friday Five with Mun Loo Ng
2nd March 2018
From “come say G’Day, I’ll slip an extra shrimp of the barbie for ya” to “Where The Blood Hell Are You?” and now an all-star faux movie trailer, there’s definitely no shortage of controversy and talkability when it comes to Australia’s tourism campaigns. While there’s much debate on the message we send to the world, one thing I’m sure we can all agree on is that there is nothing like Australia…
My name is Mun Loo, I’m a media manager and make up 50% of the Melbourne Bohemia family. I’ve recently pledged my loyalty to Australia and its people, and I’m proud to call Australia home.
Here are my top 5 Australian Tourism ads in no particular order:
At this year’s Superbowl we were teased with the prospect of a reboot of the monster hit film franchise Crocodile Dundee only to be revealed as the latest hook for Tourism Australia. This cheeky campaign had a two-part commercial; the movie trailer with an all star cast including Paul Hogan, Hugh Jackman, Margot Robbie to name to a few, and this reveal featuring Chris Hemsworth and US actor Danny McBride. So far a huge success with record traffic numbers on the Tourism Australia and Qantas Vacations websites, this campaign is designed to grow the US market from $3.7 billion currently to $6 billion by 2020
Chris Hemsworth, our global tourism ambassador narrates this dreamy ad with a touching sound track
This is one of a series of iconic ads with Paul Hogan introducing the barbie to Americans. A cracking classic
Featuring an epic soundtrack from Nick Cave and quality production, it is not surprising that this was awarded the Best Tourism Film in the World for 2014 at the Festival of Festivals in Vienna.
Promoting Daylesford as the leading Australian destination for spa and wellbeing, this advertising campaign depicts Daylesford as a village perched on the egde of decadence and beauty. Starring Melbourne born Isabel Lucas
Friday Five with Nathan Ma
9th February 2018
In today’s internet age, with more information out there than more than any of us could hope to process, the demand for our attention is greater than ever. With the advent of click-bait titles, poorly targeted and duplicated content, there lies a need for personalised content. Today I will share my favourite campaigns that have successfully married creative content creation with their advertisement efforts to resonate and generate buzz with their audience.
1. Coca – Cola’s Share A Coke Campaign.
Coke launched their Share a Coke campaign to great success marrying up a personalized user experience where consumers could share their coke with their name on the bottle. This engagement and personable quality generated of the highlights of the campaign.
2. Headspace – The Orange Dot.
Headspace the meditation application is synonymous for using their orange dot logo across their marketing efforts. By using illustrations and graphics to break down the stigma surrounding meditation, Headspace was able to connect with people in a personable and relatable way without any overtly intrusive marketing efforts.
3. Land Rover – Land Rover Stories.
By bringing together adventure and stunning cinematography Land Rover stories has allowed quality content to speak for itself. With an aesthetic image set and carefully curated content Land Rover was able to appeal to a large audience base and their Land Rover stories ad and able to advertise their range of cars without overtly pushing their brand into your face.
4. Mr Porter Journals.
With crisp photography and quality content, the Mr Porter Journals editorial has been at the forefront of men’s fashion and style. By pairing key influencers & actors in their articles with links to the clothing worn in the photographs allowed consumers to really read the article and view the pieces worn at their own uninterrupted pace.
5. Nike – #Breaking2
Primarily created to sell their VaporFly Elite running shoes Nike’s goal was to set to complete a marathon in under 2 hours – something never achieved before. The documentary accumulated a large social engagement through the #Breaking2 hashtag with cinematography to pair this into a full fledged documentary. Nike’s push to create content to encourage it’s customers to push and achieve their best was my highlight of this campaign.
Friday Five with Dr Zainab Khosrowtaj
19th January 2018
Ok, Google: How voice search is changing the way we advertise?
Google home doesn’t know how to help with that yet, ….
Given voice assistants will play a much bigger role in your digital life this year, it is essential for us to get prepared for how voice search will revolutionise the way we advertise, buy and pay online in near future.
“voice is a natural interface and it should be ambient.” said Steve Rabuchin, Amazon’s vice president of Alexa Voice Service. “If voice is going to be everywhere, you want to see voice transition from the home, when you get into your car. … You’d also want it at work,”
The rise of smart speakers (e.g., Google Home, Amazon Echo, and the upcoming Apple Homepod) entered the public consciousness in a big way in 2017. The continuing rise of voice search has created the growing tendency for users to rely on vocal commands and personal digital assistants to handle their search queries .
According to Location World, more than 40 percent of adults used voice-based search on a daily basis in 2016. And predictions by ComScore estimate that more than 50 percent of searches will be voice-based by 2020.
And this is just a beginning, Google’s doing everything they can to make the Google Assistant part of your daily routine. Voice search AIS and voice-first devices will have more diversified skill sets. Now, in addition to getting a traffic, weather, and news update, you can make announcements throughout your house, find your phone, and entertain your kids with over 50 new “family fun” skills. You can control your TV, make a call and shop online with your voice.
But perhaps the most significant change to hit voice search in 2017 was the huge improvements it made to local search. Now, voice search is able to understand user intent with eerie accuracy through a contextual understanding of a user’s location, recent searches, and personal information.
Knowing the advancement in voice-recognition technology and smart speakers, what would be the biggest repercussions of such a change in the search world? Does google voice search break the pay-per-click model?
“the days of three top text ads followed by ten organic results is a thing of the past in the voice first world”— Sridhar Ramaswamy, Senior Vice president of advertising and commerce at Google.
1. Questions Over Keywords: complex and conversational search patterns
Virtual assistants and speech-to-text are changing the dynamic of search queries. Voice searches are mainly about answering questions, not about focusing on individual keywords. With the rise of voice search, search queries are becoming more complex and conversational. Users no longer need to type in specific terms for a query, instead as long as they ask a question that’s comprehensible, they’ll get the answer they are looking for. This means voice search incorporates longer queries that more clearly identify user intent. In order to optimise for voice queries, we should favour long-tail keywords and target overall topics, rather than specific terms. We should think about phrase variations that mimic natural search patterns; and questions that users might ask about them. When it comes to writing an article it should be in a natural and conversational voice.
A great way to sneak into voice search rankings is to post a YouTube video that answers the specific topic you have in mind. We’ve known for a while that YouTube videos can outrank static Web pages in normal SERPs, but this is apparently true for voice search as well.
One of the interesting things about Google Home is that when it answers a question with information from the web, it will cite the source of the information by saying the website’s name, and it will often send a link to the searcher’s Google Home app. Currently, Google Home and Google Assistant read snippets from sites that are ranked in “position zero” and have been granted a featured snippet. More visibility on featured snippets will help with content discovery when users conduct voice search.
2. Shorter and faster interactions
Voice searchers also tend to perform searches in the moment, trying to get fast information and needing fast results to make decisions. Voice-based searches aren’t appropriate for long-term research sessions. As user interactions grow shorter, we’ll have fewer opportunities to make an impression on users.
3. Voice only interactions
The rise of voice search will lead us to interactions that don’t require visuals; since people can discover information, make purchases, and interact with websites using only their voice. This means that eventually, the value of visual mediums, including traditional websites and search engine entries, could decline. We’ll have to rethink how we present information to audiences, when voice becomes a primary interface to the digital world.
4. Higher pressure for top positions.
Though multiple options are available, for short-duration queries, digital assistants usually only relay information from the top-position entry (or an internal knowledge database). This is going to introduce even more pressure to get the top position for a given search engine results page (SERP).
Consider FAQs or knowledge base content. As an addition to your initial topic selection, consider creating a section of your site for frequently asked questions (FAQs), or developing a full-scale knowledge-base. These help-focused content archives tend to address many common user questions, which puts you in a prime position for future user searches.
5. More local results
Local search is one of the largest applications of voice search today, and it’s a growing trend. Users are relying on voice search on-the-go, or while at home, searching for contextually relevant information. Ensure your business address, phone number, and website are listed accurately. You also want to collect lots of positive Google reviews, as places with the most reviews will be shown first.
6. Voice commerce and voice payments
Walmart and Google recently teamed up so Google Assistant can scan your purchase history and ask, “Do you want to reorder Colgate toothpaste for $2.99?” It can also suggest you buy floss at a discount; with a one-word response, you’re done. A recent survey found that 29 percent of people who own devices like the Echo and Google Home say they shop via voice, and 41 percent plan to in the future.
Voice payments will change what we today call online, in-app, and retail purchases. The least thought through of the changes is the impact on face-to-face retail when the consumer and the merchant interact with Voice First devices. while shopping is a natural extension of voice AI, in the near term, it will be difficult to find new brands and research products without relying entirely on recommendations from Amazon or Google.
It’s still early to know exactly how a voice search revolution will manifest. The most important thing you can do is prepare yourself for more changes down the road. Web-based search will never fully disappear, but a generation of kids are growing up around the Voice first revolution and fully expect a computer to be something they talk to and talks back.
“In the future, I would love for us to be able to talk to all of our devices and have them understand us. I hope to someday have grandchildren who are mystified at how, back in 2016, if you were to say ‘Hi’ to your microwave oven, it would rudely sit there and ignore you.” — Andrew Ng Yan-tak, Baidu’s chief scientist.
Whilst voice search is becoming a new means to engage with customers, and interactions are becoming shorter and faster (users wouldn’t tolerate commercial intrusions and interruptions in their dialogues) we should start thinking about how we adjust our marketing approach to help with answering consumers’ questions.
Friday Five with Aaron D’Ortona
15th December 2017
For the last Friday Five of the year, I couldn’t pass up the opportunity for a Christmas theme. So here are 5 Christmas ads that have their own unique Christmas messages.
Enjoy, have a great Christmas and New Year everyone!
The Scottish soft-drink is known for fun, quirky ads, but for Christmas in 2007 they took a turn to a little dark humour, with a cartoon spot of a seemingly friendly Snowman and an unexpected ending.
Giving gifts at Christmas time originates back to the 3 Wise Men, when even then it was tricky to know what to get for kids…showing that the gift of giving can become superficial.
Santa knows what every child in the world wants for Christmas…but what happens when he gets calls from kids in New Zealand…
The traditional tearjerker for Christmas time, proving that not all kids have eyes only for their own gifts on Christmas day!
This advert from Coke was the beginning of the most well-known depiction of Santa Claus we have today. Whilst the most original depictions were in tune with other Saints back in the 13thCentury, his image began to take shape in the late 1800’s in Harpers Weekly, though he didn’t get his famous red coat and often seen as less jolly until the 1920’s. In 1931, artist Haddon Sundblom used his neighbour as his subject to paint, creating what is now the most widely seen image of Santa Claus today.
Friday Five with Joshua Harrison
1st December 2017
My Friday 5 is on 5 creative mobile campaigns.
It’s no secret that mobile phone usage is going up so mobile advertising is only going to become more prominent. Below are 5 creative campaigns that have been really successful in getting the most out of the device.
‘Hungerithm’ – Snickers
I am sure this has been mentioned in someone else’s Friday 5 however it deserves all the recognition it can get. Using social media to determine the fluctuating price of snickers based on how angry people are. What’s not to love?
This was amplified through an app that showed the nearest 7/11 and provided a redeemable code for the price change.
‘Just the Right Amount of Wrong’ – Cosmopolitan of Las Vegas
Nothing too distinct about the delivery of this campaign, however, the canvas banner used is unmatched in terms of engaging content. Scrolling through the full-screen canvas takes you on a journey of all things weird and wacky.
This Chinese campaign saw the TBWA agency tap into China’s 600 million phone users by setting up Wi-Fi hotspots that forced users to scroll through images of missing Children.
Billionaire Bitcoin –
This campaign used a mobile game where you tap to get virtual bitcoins and build your bitcoin empire. The campaign encouraged users to engage with the content and learn more which surely delivered some ridiculous engagement rates.
‘World Burger Tour’ – ‘Hard Rock Café’
Hard Rock Café increased their bricks and mortar traffic by 220% through the use of effective behavioral data and geo-targeting. The success of this campaign shows the potential of mobiles ability to both drive and measure in-store visits.
Friday Five with Harrison Argyle
17th November 2017
Hi, I’m Harrison, a Media Coordinator at Bohemia. Welcome to my Friday Five (powered by Jeff Goldblum)
When we think of product placement in movies we always assume the worst. We think of big budgets like Transformers that get into bed with any brand for another dollar, we roll our eyes and it kind of diminishes the brand. But there are times where product placement in cinema is worshipped and celebrated. So here are five of my favourite product placements in movies:
FedEx (Castaway)– Even though Wilson is the easiest pick of product placement in Castaway, I think that FedEx is the best. A FedEx delivery man is deserted on an island and uses the thought to deliver that one last package to not lose hope. What a service! Just like 5 years late. FedEx even took advantage of this and made a great commercial.
Subway (Happy Gilmore)– Nothing says class like being a spokesperson for Subway Sandwiches and nothing says pure courage and determination like Happy Gilmore fighting Bob Barker on a golf course. But to get back into the league, Happy needed money, so that’s when he turned to the Eat Fresh people at Subway.
Nike (Back to the Future: Part 2) – You’re lying to yourself if you didn’t want a pair of self-lacing Nike’s as soon as you saw Marty McFly put them on as he was stepping out of the Delorean. This became a highly sourced product, eventually leading to Nike making a range that would cost 10k
Aston Martin (James Bond) – Bond isn’t Bond without his Aston Martin, except when they lost the contract during the Pierce Brosnan stage and had a weird BMW period which no one was ok with. Aston Martin is now branded as the signature Bond car making it more than just a fast car…it’s a fast SPY car…
Reeces Pieces (E.T. The Extra Terrestrial)– Everyone either love or hates ET, but you can’t deny the lovable affection towards Reeces Pieces. An alien from another world succumbing to some peanut butter and chocolate is funny in all languages.
Friday Five with Julian Bright
3rd November 2017
Happy Friday, I am Julian, a Performance Coordinator at Bohemia. After Bec’s amazing presentation on setting up beautiful PowerPoints, I was thinking about some aesthetically displeasing ads.
For this Friday 5 I thought I would take you five disgusting and obnoxious ads, mostly from my childhood, that stick in my memory for the wrong reasons.
5. “Doors, Doors, Doors”
Who can’t remember this absolute banger of an ad?
Ugh, that kid.
3. “Ratings Advice ad”
Please, I’m trying to watch this movie.
2. “Harvey Norman Price Blitz”
Every Harvey Norman ad ever.
1. “Yogo Bus Ad”
The claymation in this ad always made me mad.
Friday Five with Ben Baldwin
20th October 2017
Hi I am Ben, a Media Coordinator at Bohemia. It’s that glorious time of the week again, so strap yourselves in for Friday Five:
My Top 5 Iconic TV Brand Ambassadors:
5) Libra’s Padman: Just a loveable local idiot with too much time on his hands. The Libra Invisible commercial may be the best ‘feminine hygiene’ ad ever.
4) The Kleenex Puppy: Possibly the cutest idea for a brand ambassador, period.
3) The Cadbury Gorilla: I wouldn’t have a clue what a gorilla furiously playing the drums has to do with Cadbury chocolate (except maybe that he’s pissed about Cadbury using palm oil), but man can this guy bring the house down! For your viewing pleasure, I’ve attached the extended edition above 😉
2) Aussie Home Loan Maestro – John Symonds: This guy is both a financial wizard as well as a branding mainstay for the Aussie Mortgage Group. His nasally delivery of the tagline: ‘At Aussie, we’ll save you!’ is his trademark and the slogan would just not be the same without him!
1) The Man Who Could Magically Fix Anyone’s Crack Problem: Mark from O’Brien. This man is hands down the best brand-builder, ever, in my opinion.
Friday Five with David Szanto
6th October 2017
Hi, I am David, a Performance Coordinator at Bohemia. I have always found that music selection can make a regular TVC stand out. Here are my top five ads that were paired perfectly with a track.
I will always think of this ad when I hear the song.
Very nostalgic. Pre-Shazam days, I definitely Googled the lyrics so I could listen again.
What an ad! What a playoffs! And what a banger!
Had to put this one in for obvious reasons. This ad also helped the band reach new success, boosting the song to No. 5 in the charts with a re-release.
An incredible ad and song, I still want a Sony Bravia.
Friday Five with Elly Scales
15th September 2017
Hey I am Elly, Office Manager at Bohemia. After being called out for not being very British recently I have decided to go back to my roots and share my five favourite iconic British ads that remind me of home:
1. Three.co.uk – ‘Socks’ the Shetland pony dancing to Everywhere by Fleetwood Mac. Released in 2013, the clip racked up more than two million YouTube hits in less than a week.
2. Cadbury – Perhaps one of the most memorable ads was the Cadbury’s gorilla ad. In case you were living under a rock and didn’t see it, it involved a gorilla playing the drums to In the Air Tonight by Phil Collins. The ad helped boost sales for Cadbury by 9% and I legitimately remember people cheering as it came on the television in the UK.
3. Honda Accord – My Dad loved this one! Cogs lasts 120 seconds and the full version was only broadcast a handful of times in the UK. Despite its limited run it was still incredibly popular and the branded content attached to it through interactive television was accessed by over 250,000 people.
4. John Lewis – It isn’t Christmas until John Lewis release their annual Christmas ad. My personal favourite was ‘The Journey’ in 2012 which told the story of a snowman who climbed a mountain to bring back presents for his lover.
5. PG Tips – The PG Tips ads involved monkeys dressed as humans. As I’ve grown older I realise they were probably a little cruel but even to this day I think of them when I go home and grab a cuppa!
Friday Five with Sonja Kinda
1st September 2017
I’m Sonja, Senior Media Reconciler here at Bohemia.
Looking back on my life there are so many different media platforms that have had a huge impact on our lives. They are continually changing the way we live, receive information and communicate with one another, etc. The biggest change during my lifetime is digital media, so I am going to list five things that have changed in my lifetime:
1. There was no 24 hour news updates online. We had the the “Daily Telegraph” in the morning and the updated afternoon version called the “Daily Mirror”, we would then gather around the TV box to watch good old Brian Henderson report the day’s highlights
2. There was no Ebay or Gumtree, instead we had the weekly edition of the “Trading Post”
3. There was no Seek or Careers one, the SMH Saturday paper held the Bible of all employment positions
4. We didn’t have Pandora or Spotify instead we had the Sunday Top 40 where we would have our blank tape ready to record our favourite songs and hope to dear Lord that we pressed the stop record button before the radio announcer spoke over the last part of the song recording!
5. No 24 hour international sports/updates, we had a phone number that we dialled to listen to a pre recorded message for final scores.
Friday Five with James Turner
18th August 2017
I’m JT, Bohemia’s resident pest. I spend my time at Boho squirting people with water guns and collecting regional newspapers. You may often wonder what it actually is we are talking about through implementation decks, WIPs and post campaign reports so I thought I’d scale it back and take you through some weird acronyms we might use.
Media’s role is to be in the right place at the right time, synthesising creative or communications strategy with media strategy and implementation to solve business problems.
If you’ve made it this far down the Friday Five column, here are a few of the acronyms I didn’t understand when I started in media.
1. VPAID: Video Player Adserving Interface Definition – when an interface is established between video ad and a video player programmatically via tags.
2. Ebb & Flow: studying movement in audience from station to station or program to program at any given time
3. Single Source Data: e.g. Nielsen Single Source collects product and brand consumption data from the same individuals.
4. CPA: Cost per acquisition / lead. Depending on your media partner and campaign objectives, some vendors can trade on a Cost Per Acquisition, meaning you’re literally only paying for completed actions against your pricing mechanic (e.g. if it’s lead generation forms, cart checkouts etc)
5. Spill in: Tuning to a metro TV station from a regional market or vice versa.
Friday Five with Julia Stratton
28th July 2017
Hi, I’m Julia a recent Media Coordinator recruit here at Bohemia. Constantly enthralled with new concepts media has to offer I decided to give you my top 5 interactive outdoor campaigns
British Airways Magic of Flying:
Perhaps somewhat childish in nature, I am constantly looking to the sky to imagine where a plane is heading. British Airways captured that familiar curiosity perfectly in their campaign. The very simple image of a child pointing to the sky following BA planes and their origins overhead adorned billboards across London.
Pepsi’s “Unbelievable” bus shelter:
Augmented reality is pretty new to the world of OOH, and has awesome impact. Pepsi set up a number of bus shelters in central London that at first glance appeared to be just regular glass… but soon transformed into flying saucers, giant robots etc., scaring and entertaining their audience in equal measure.
Oporto’s Spicy Portuguese billboard:
A special shout out, as this was a Bohemian campaign. Oporto’s campaign engaged its heritage, displaying billboards across the city in Portuguese. Consumers were then encouraged to text, Shazam or use the Google app to translate the messages. It was designed to be hot and spicy – and that it was, check out some on the translations below.
Myer’s Catwalk to Cart:
This campaign by Myer used OOH capabilities and mobile teamed together to take you shopping in an instant. By holding your phone up to the screen, consumers were prompted to like or dislike runway items; by liking something, it went straight into your wishlist.
Pedigree’s Feel the Good:
One that pulls on heart strings was Pedigree’s, a campaign encouraging consumers to donate to the dog adoption services. A really simple process whereby tapping your credit card debited $2, and an adorable dog was presented on screen.
Friday Five with Michelle Sanchez
14 July 2017
Hi, I’m Michelle, a Media Director at Bohemia.
This week I want to share with you some of my favourite celebrity ad campaigns, so here it goes (in no particular order);
1. The Spice Girls teaming up with literally hundreds of brands – The queens of celebrity endorsement in the mid-nineties to early noughties heyday! Managed by manufactured popstar maestro, Simon Fuller, the Spice Girls became part of a never seen before global marketing phenomenon. They went on to be the most merchandised pop band in history. It was their influence in popular culture that left brands lining up to work with them. Here’s two of my fave ad campaigns that they fronted,;
Pepsi Generation Next – One of two Pepsi campaigns they were part of, for Generation Next they appeared in and recorded a limited edition single for a TVC which also featured on their album. Only the Spicies could unashamedly pull off the Pepsi branded boob tubes & leggings!
Channel 5 launch (UK) – They also fronted the launch campaign for the new terrestrial TV channel, Channel 5 & there were er five Spice girls. Genius!
2. George Clooney & Nespresso (Australia 2016) – A premium & unique coffee brand partnering on a global scale with the suave & sophisticated George! He gets into a few scrapes, but as long as he has his Nespresso he survives and with no regrets.
3. Kevin Bacon & EE (the largest mobile network in the UK) – Not quite as cinematic as George, but it is still really engaging. Kevin explains connection and the launch of the 4G network through the six degrees of Kevin Bacon lens.
4. Compare The Market & Hollywood – To celebrate the launch of Meerkat movies in the UK, (2 for 1 cinema tickets for CTM customers) the Meerkats embark on a journey though Hollywood where they meet numerous stars, Nicole Kidman, Arnie and Macauley Culkin to name a few.
I worked on this in the UK and the main challenge for Compare The Market was the association with receiving Meerkats when purchasing insurance was so ingrained into the psyche of the nation that landing a new customer loyalty program was a rather daunting & overwhelming task.
I think the below (which is a medley of what was produced including how they aligned their sponsorship idents across Corrie) is a great example of how they set out to “own” movies, by completely immersing into it from a creative standpoint & across all their assets. They invested heavily from a content and media $ POV, developing lots of lovely long form premium content. Compare The Market are really good at committing to their brand story long term and acting more like an entertainment brand rather than a player in the insurance category! It’s what makes the brand truly memorable when it comes to the mundane task of purchasing insurance.
5. Arnold Schwarzenegger (again) & Alinamin V energy drink – There are quite a few bizarre celeb ads that have been and gone that are still circulating in the Asian market but this series of ads starring Arnie in the early 90’s takes the top spot for me. Manic & weird, I have no idea what he is saying but still it doesn’t matter, very entertaining.
Friday Five with Natalie Kotsapas
30 June 2017
Hey! I’m Nat and I’m a Media Coordinator at Bohemia who has a strong interest in the beauty industry.
For decades, beauty ads were more about capitalising on women’s insecurities than making them feel good about themselves. The idea seemed to be that if consumers didn’t feel pretty enough they would buy more products to achieve whatever they thought was lacking.
Over the last decade we have seen these beauty ideals start to shift and companies start to tap onto the fact that women are smart, real people with real opinions.
So may I present…In a world inundated by ads that make us feel less than, here are some campaigns that will have you feeling ready to take on the day!
5. Lane Bryant – I’m No Angel
In a clear dig at Victoria Secret, who was last year accused of body shaming with their “perfect body “campaign, Lane Bryant’s “I’m no angel campaign” promoted bodies of all shapes and sizes in lingerie with #ImNoAngel.
Each model took to social media to describe what that hashtag meant to them, sparking a bigger conversation about the need for women to move past the more popular images declared as sexy and redefine it for ourselves.
4. Dove – Evolution
As a pioneer of the body-positive movement for more than a decade now, it is only fair that I Include Doves 2006 Evolution campaign. The ad featuring a women being digitally enhanced helped highlight the completely unrealistic standards of beauty that the media and advertising imposes upon women.
“Evolution” was the tipping point, turning the Campaign for ‘Real Beauty’ into a household name.
3. NIKE – #BETTERFORIT
In 2015, Nikes #BetterForIt campaign launched urging women to take on new challenges and conquer personal goals. The ad in which we get to hear what women think as they exercise in the gym i.e. “Don’t mind me over here with my little baby weights…baby arms.”
Exercising can certainly cause insecurities for us all but Nike encourages to push through the head noise, showing diverse mental perspectives.
2. JCPENNEY – #HEREIAM
US brand, JCPenney’s 2016 “Here I Am” campaign featured several prominent plus-size women breaking the beauty standard on their journeys of both worldly success and personal self-acceptance. Penney is showing that size isn’t a measure of a person’s worth in its new brand campaign, Here I Am.
1. Pantene – #ShineStrong
Pantene’s 2014 #ShineStrong campaign shows the harsh effects our words can have on the way we view other women, and more importantly, ourselves. Pantene used market research to look at what gender norms were holding women back.
This campaign cleverly compares and contrasts the way that men and women are perceived for the same roles. While a man is a boss, a woman is bossy. While a man is persuasive, a woman is pushy. The campaign urges women to not let labels hold them back.
Friday Five with Brian Choi
9 June 2017
I’m Brian, a Performance Executive at Bohemia.
This weeks Friday Five will be going through my favourite basketball campaign over the years in spirit of the NBA Finals right now.
5. Pepsi – Uncle Drew (2012)
Uncle Drew features NBA point guard Kyrie Irving (Australian as well!) disguised as an elderly man plays a street pickup match with his nephew to stun everyone on the court. It gained 8 million views in just two weeks on Youtube to later transition to primetime television spots during the NBA Finals (which was not originally intended). (Media Agency – OMD)
4. Nike – Failure (1997)
Everyone’s heard the Michael Jordan failure quote which was popularised from the commercial. However fun fact is that Michael Jordan didn’t come up with the quote, Jamie Barrett (renown creative who was a copywriter at the time) reproduced the quote from conversations with Jordan.
3. Foot Locker – All is Right In the World (2016)
This hilarious commercial is to promote Foot Locker’s Week of Greatness which is a week-long promotion of the world’s best sneakers and is enough to make one feel ‘all is right with the world’ … enough to make Mike Tysho return Evander Holyfield’s chewed-off ear.
2. McDonalds – The Showdown (1993)
The Showdown features Michael Jordan and Larry Bird challenging each other to a game of HORSE with the winner getting a Big Mac. This ad was aired before the kickoff of the 1993 Super Bowl and goes down as one of the most memorable Superbowl ads.
1. Jordan – Maybe It’s My Fault (2002)
Personal favourite motivational commercial.
Friday Five with Theo Zisoglou
26 May 2017
I’m Theo, Head of Media & Investment at Bohemia. There are 5 big issues that seem to be dominating the media industry locally and globally which are summarised below. If you want to chat about, feel free to come say hi.
1. Transparency – the undisputed heavyweight champ of debate right now and for a while, we really need to start questioning whether some agencies are negotiating on their client’s behalf or for their own bottom lines. The amount of grey area that has arisen especially around technology platforms and back door rebates means the “trust” factor is becoming diminished and all recommendations are being questioned. SMI data shows more digital money moving into the Trade desks and if you are a client you’d have to wonder if it’s for legitimate reasons to hit their campaign objectives or is it to top up the revenue that can be achieved in this space which may or may not be transparent to the client.
2. The state of media / client relationships – as the trust between clients and agencies diminishes so does their loyalty. Pitchapalooza 2016 showed the state of the market was a plethora of accounts shifting and being reviewed. 2017 will probably see the same but the old style of relationships and growing together seems to have taken a beating with clients happy to move to agencies at the sniff of a better deal. Granted some move for legitimate reasons but the volume of pitches seems to be growing rapidly as trust and transparency remain key issues.
3. Audience Measurement – it’s 2017 and we still don’t have cross-platform measurement nailed. Frustration continues to grow as agencies and publishers don’t seem to be united in getting this done and continue to argue on attribution instead. In the US, Fox Networks Group, Viacom and Turner have now joined forces to provide their own measurement system called OpenAp. “Agencies and advertisers will be able to integrate OpenAp with their own planning systems to activate advanced audience targeting and independent measurement within premium content”.
4. Market conditions are softening – it’s no secret that 2017 has already been forecasted as a tough year for advertising but current conditions are definitely favouring the buyers across all mediums. TV is starting to feel the effects of a declining audience and this is showing in SMI data and the state of Ten’s current share price. No medium is immune to the softer market conditions and this could be the first signs of a wider economic problem as global tensions rise and the housing market continues to put a strain on the local economy.
5. Taking it “in-house” – following on from the overall Transparency issues and privacy concerns around data, there has been a growing trend in taking digital performance media back in house. Telstra, IAG, Foxtel, CBA, HCF……. all now have their own digital performance teams and the list will likely grow. For some of these clients it makes perfect sense – they can bring in the expertise and have their own very rich data informing the buying and optimising while not having to worry about the cost being tainted. The media agency relationship in this space is changing from the do-er to the consultant as learnings that are seen at an agency level across different clients still provides strong value to testing and learning and keeping up with innovation.
Friday Five with Kate Kennett
5 May 2017
I’m Kate, the Senior Content Manager, here at Bohemia.
I love a good story and with the increasing popularity in podcasts thanks to Serial and Marc Maron’s WTF for my Friday Five here are my top podcasts to listen to:
1. Stuff you should know – Two guys tackle one topic a week, covering everything from how sleep walking works to why disembodied feet started washing up in British Columbia (true story). If you only ever listen to one episode it should be Operation Mincemeat.
2. Willosophy with Wil Anderson- Billed as ‘Wil Anderson asks smart people dumb questions,’ each episode looks at his interviewees -usually his celeb mates – philosophy on the meaning of life.
3. Call your girlfriend – Eavesdrop on two long-distance besties gossip about everything from their favourite tv shows to current affairs.
4. Science vs. – In a world of alternate facts, Wendy Zukerman looks at the science behind the latest fads and trends.
5. My favourite murder – For those with a very dark sense of humour, in this weekly podcast two women get into the grizzly details of their favourite murder cases. It’s the adult version of listening to a ghost story at a slumber party.
Friday Five with Yann Fasbender
21 April 2017
My name is Yann, likely the only Luxembourger you’ll ever meet as nicely emphasised by this video. I am currently powering Bohemia’s mobile capability working as Mobile Manager.
Since we’re all looking in fascination towards what is currently happening in the U.S, I thought I would pick a subject that is always hot topic for debate in the U.S. tech industry – Zero Rating.
5 Things You Might Not Know About Zero Rating
1. Zero Rating Is The Practice Of Deliberately Trying To Make All Uber Drivers Redundant By Giving Each A 0 Star Rating.
Almost… but not quite… actually… not at all! Zero Rating is actually the practice of mobile network operators or Internet service providers not to charge end customers for data used by specific apps or services through their network. The most common application of zero rating in developed countries is for telcos to offer streaming services or access to specific downloadable content without it counting towards a customer’s monthly data cap.
2. A Whole Lot Of Companies Across The Globe Are Using Zero Rating
AT&T with DirecTV, Comcast with its own “Stream-TV” on-demand video service, Verizon with FreeBee and their own NFL app, T-Mobile with BingeOn, Optus with EPL content and other streaming services, Telstra with Apple Music, Vodafone with Spotify, Facebook Zero, Google Free Zone, Wikipedia Zero, and many more. In developed countries, companies are simply trying gain a competitive advantage by offering services not counted towards monthly data caps bundled into packages. In developing countries, major tech players are trying to gain early access to developing markets by offering specific internet services free of charge.
3. Partnerships Between Telcos And Streaming Services Are Very Common But Certainly Not The Only Way To Use Zero Rating
Verizon’s approach towards zero rating is one of the more interesting ones in market. Their FreeBee service basically allows companies to pay for customer’s data usage. If a business, say, wants you to get its latest app, watch a movie trailer or use its streaming service, they’ll ensure you can do so without it costing you a cent. FreeBee enables businesses to offer their online services without it using up your monthly data allowance. In return, it provides companies with the opportunity to grow their customer base and drive trial for their services.
Zero rating is also very commonly seen in developing countries with the likes of Facebook, Google, Samsung, Qualcomm and a few others leading the charge. As an example, Facebook’s Internet.org and more specifically its Free Basics service is an app that plans to bring affordable access to selected range of basic internet services to developing countries. Over 40 million people are currently making use of those services.
4. Zero Rating Doesn’t Come Without Its Challenges
Zero Rating has been a big topic for debate in the U.S. tech industry, much more than is has been in Australia. The biggest challenges lie around its potential to decrease competition and around net neutrality. The argument around decreasing competition is fairly straightforward in that there may be an unfair advantage to the network operator who zero rates their own content or content that is favourable to their own business. The concept around net neutrality is similarly simple but very complex in its striving for a solution. Net Neutrality is the Internet’s guiding principle by aiming to preserve the right to communicate freely online. The idea behind net neutrality is to stop internet service providers playing favourites. In certain cases, favouring one content provider over another can be seen as going against net neutrality.
An interesting example of a recent push back on a zero rating programme is India rejecting Facebook’s Free Basics service. Violating the tenets of net neutrality was given as the key reason.
5. Consumers Love It… But Could Be Losing Out In The Long-Run
The most fascinating component about zero rating is that most consumers love it. And it makes absolute sense. As a consumer you end up getting the types of services you like for a much lower price in return for just being a loyal customer. The catch, however, could be if companies start using a bait-and-switch tactic and begin charging for those same services at a later point. There is certainly many arguments for and against zero rating tactics and the debates will continue. Ensuring a positive outcome for consumers will and should always be at the centre of the debate and will be the driver of any future developments.
Friday Five with Matthew Cuda
13th April 2018
Hey there people, my name is Matt and I’m a new addition to the team here at Bohemia, working as a Media Executive.
If you weren’t aware the greatest event in the world is coming our way in June – The FIFA World Cup!
The world waits in anticipation for a spectacle that captivates like no other. In 2014 a staggering audience of 3.2 Billion audiences globally tuned into to watch the world’s best footballing nations take the field in Brazil, with over one billion people watching the World Cup Final as Germany defeated Argentina in Extra Time. A truly mass reaching scale, so why is this?
Football itself is a game filled with passion and a World Cup encompasses this as millions watch on for their nation to take the field, to burst out their national anthem so proudly in those stadiums or for when that little bit of magic leads to an all important goal for their country. As someone who has taken this pilgrimage to travel across the world to be part of the atmosphere of a World Cup, I can truly say I have never experienced a greater display of emotion. It’s reasons like this as to why it’s referred to as the ‘The Beautiful Game’.
For brands such as Nike, Adidas or Coca Cola who are partners of this great event, tapping into the football fan’s emotions is key as they aim to firstly to promote their campaign message and secondly, play their part in adding to the anticipation and excitement of a World Cup. Playing on these emotions always delivers a victory and for someone like myself; a lover of ‘The Beautiful Game’, those brands who can capture this in turn create ads that live long in the memory.
So as we await kick-off on the 14th June for Russia 2018, here are my five favourite past World Cup ads to get you hyped;
You will not find many better football ads than this. Adidas hit a beauty with their Jose +10 commercial as it showcases the story of two Spanish speaking kids (Jose & Pedro) in suburbia going one on one selecting their players to join dream eleven. Players begin to pop out from the surrounding homes as they fill the field.
After 32 long years the Socceroos returned to the world stage. Pitting Australia as the underdog of the tournament, Nike developed a character called “History” who took any chance possible to have a dig at the Socceroos over this five part series. Enjoy it will make you laugh. Here’s my pick of the bunch.
The song, the setting and the skill on show. Just watch and enjoy this one in the lead up to the Japan & South Korea World Cup from Nike, as some of their finest go head to head.
Winding it back to the 90s with this one. At a time when the Brazilian national team were the hottest property in world football, this one really expresses their motto of ‘Joga Bonito’ (Play Beautiful). With Ronaldo and co. this one got you hyped for the show they were about to put on in France.
Just a feel good commercial that showcases the true of joy and celebration the world shares as they come together for a World Cup. Combining Coke’s promotion of the happiness of drinking a Coca-Cola, the joys of Africa that the World Cup was on their door step and the iconic celebration from Cameroon’s Roger Milla from 1990 this one can’t help but bring a smile to my face.
Friday Five with Grace Espinoza
29th March 2018
Hey crew, I’m Grace Espinoza and I’m super fresh to the strategy team at Boho (and loving it).
The launch of the Young Lions brief this week highlights one of the most interesting flaws in our industry – and the world. We continue to sideline people over the age of 55 (AKA the fastest growing demographic) despite the fact they represent 34% of Australia, control more than half of the Nation’s wealth and dominate positions of power. I’ve seen industry planning tools that cap the age bracket at 54.
Think about how old your parents are (mine are 60+) and then think about how much they actually buy. Tonnes.
So for my Friday (Thursday) Five I’m going to share a few brands that have managed to engage over-55’s outside of buying life insurance and flu vaccinations:
1. V/Line’s Guilt Trip campaign got empty nesters to send pre paid train tickets to their kids that had moved away with a message to guilt trip them to visit home. They even created ‘how to’ tutorials to help them up the ante on the guilt. So good. https://youtu.be/mbdsHnVedS4
2. The ‘Speaking Exchange’ leveraged lonely over-50’s to help people practice speaking English via video calls. A really beautiful value exchange and a really nice case study: https://youtu.be/-S-5EfwpFOk
3. Just yesterday mum was yelling at my MacBook because it wasn’t working… then she realised it wasn’t a touch screen *face-palm*. People are acknowledging this gap in the market, particularly these guys – ‘ReadyTechGo’ – a start up that teaches the elderly how to use technology… and now they’re making a motza https://www.readytechgo.com.au/seniors/
4. Off the back of this trend, Barclays Bank realised that a massive barrier to their online growth was elderly lack of understanding on how to navigate online services.. so they taught them how and are reaping the benefits https://youtu.be/EEhwUzSR04U
5. 89% of over 50’s say they they don’t think brands are interested in them and 74% think they aren’t represented in mainstream ads. Sunlife’s ‘life after 50’ campaign used this to empower their older audience by actively challenging the stereotype https://youtu.be/u0rnbsfPKJ0
Congratulations on reading this far, hope you enjoyed it.
Friday Five with Sam Westaway
8th March 2018
My name is Sam Westaway, I’m the Media Director of the Bohemia Melbourne office and make up the other 50% of the Melbourne Bohemia family. Over the past weeks I have been inspired by the simple, immediate and innovative way Johnnie Walker has contemporised the brand with “Jane Walker”.
This got me thinking about international Womens Day, being yesterday, and how this has created a momentum that was well overdue. It’s my belief that that this has helped inspire our industry and campaigns like Jane Walker, and this got me thinking of the Top 5 campaigns Empowering Women.
A very emotionally charged campaign, this resonates with me the most as I have a daughter reaching this all important age. Always sets out to redefine the negative connotation of doing things “like a girl.” In this moving campaign video, the brand asks girls of all ages to think about their perceived social limitations and write them down on boxes they in turn kick down. These perceived limitations are heightened as a girl reaches puberty making her more likely to accept limitations.
2. Fearless Girl
With so many accolades, awards, PR, social traction and worldwide support this campaign was always going to be in the top 5….it was just a question if it was going to be number 1. “Fearless Girl’ was commissioned by investment firm to advertise a fund which comprises of gender-diverse companies. Fearless Girl was originally given a one-week City Hall permit that was later extended to 30 days. After 30 days it was announced that the statue would remain in place through February 2018….is it still there?
3. Imagine The Possibilities – Barbie
Hilarious!! This campaign empowers girls to follow their dreams. “Imagine the Possibilities” campaign hopes to leave a positive impact on young girls, showing them that they can achieve anything they want in life. In this heart-warming campaign video, five girls take on their dream jobs: a college professor, a soccer coach, a veterinarian, a businesswoman, and a museum tour guide.
4. What Will They Say about You – Nike
A campaign urging women to take on new challenges and conquer personal goals. From several inspirational videos featuring female athletes to a hashtag encouraging women to share their own progress…..in my book this is all about “Belief”
5. I Will What I Want – Under Armour
“I Will What I Want” celebrates women who have the physical and mental strength to tune out the external pressures and turn inward and chart their own course.” In this execution ballerina Misty Copeland unapologetically proves that inner strength can rise above all.
Friday Five with Mark Echo
23rd February 2018
My name is Mark Echo and I am a Media Director and a Bohemian.
Pending which source you believe, human beings are exposed to anywhere between 700-5000 marketing messages per day (equating to 11million bits of data every second) and the average person’s working memory can handle a maximum of 50 bits per second*
As we move to connect more and more of our lives, we are seeing the rise of auto-replenishment and brand bypassing is becoming the normal behaviour. Brands are struggling to cut through to make an impact and grab the attention of potential customers as they look to minimise the data overload on their brains.
Personalisation is a buzzword for 2018, which looks at using user behaviour data & segmentation to develop a relevant message in the hope to cut through and resonate with a particular user.
I do firmly believe this is a step in the right direction but I DON’T believe it is the be all and end all when it comes to ensuring we are building timeless brands that will continue to be successful for years to come.
Brands need to focus on building Brand Equity, not just Brand Awareness with creative ideas at the core of their marketing activities. Move the focus away from talking to people’s brains and start talking to the heart. The more people feel the more people buy.
This is how brands will not only get the short-term cut through, response and sale they are looking for but also set up the brand memory structures in consumers mind for the future.
Here are my top 5 film executions which pull at the heartstrings. Ready your box of tissues…
Military parents, go without seeing or being present in their kids lives for weeks or months, sometimes even years, at a time. Duracell highlights the fact that this adds tremendous pressure to the lives of the family members but the ones you trust can (& will) always be there!
A movement highlighting that at puberty, 50% of girls feel paralyzed by the fear of failure, with 80% of girls feeling that societal pressure to be perfect drives this fear of failure*. This leads to girls avoiding trying new things because they’re too afraid to fail.
Simple message, to make people rethink the biases (conscious or unconscious). The campaign promotes acceptance and appreciation of all communities regardless of race, religion, gender, sexuality, age and ability by raising awareness and self-awareness of the issues.
Is the story of Western Sydney University Alumni and Sudanese ex-child soldier Deng Adut who became a member of the Sudanese community and top lawer in Western Sydney. It is a phenomenal achievement of one man’s dedication and has inspired people all around the world.
Belvita: Good Morning campaign features a tired train of commuters on the ‘most depressing day of the year’ a pack of Belvita biscuits and a train guard who cheers up his passengers with a joke and wise-cracking observations.
Friday Five with Jeremy Bierma
16th February 2018
Happy Friday, I am Jeremy, working as a Performance Director at Bohemia.
Almost everyone knows me as a massive football fanatic (it’s not called soccer) and I have always been fascinated by true sporting leaders. They set an example which each team member can follow on their own path to success. I have experienced and learned from my mentors in football and Media that your approach to leadership is largely influenced by factors external to your work. By spending time building relationships with your team mates, colleagues or peers you learn how they react to certain qualities and emotions. A passionate team talk in sport may be enough to get most of your team players up before a big game, but that one individual might need an arm around their shoulder.
In leadership, you try to use positive emotions which emphasise commitment, dedication and passion to the delivery of business outcomes or goals on the field. I employ this positive attitude whether I’m working for my performance team at Bohemia or as captain in my local football team. You must lead by example and willing to always win that 50/50 on and off the pitch, bringing energy to everything we do in our hunt for victory, win that game and smash our client goals.
Motivate your team to be better every day and watch them grow as a result. I have had the pleasure of promoting members of my team throughout my career and it was one of the most rewarding work experiences. I think the success of a leader depends on their ability to navigate obstacles, to communicate to let your peers, and guide them in how they can contribute to a team’s success.
Without knowing where the end goal is, one’s capacity to lead will in serious decline. As a leader, outline a series of goals for you and your team and set a good example. Your team will feed off your enthusiasm and positivity, giving you the best chance achieving your goals.
Here’s my top 5 favourite motivational speeches of achieving a goal!
Adam Burns – One of the best motivational speeches I have heard in football. Adam was my previous football coach at the Glebe Gorillas. A speech which he saved for the League Cup Final against our biggest rivals and yes – we won the cup. Listen below:
Friday Five with Anthony Cooper
2nd February 2018
Advertisements are always going to be around in some form, but technology provides unique opportunities to filter what we see – namely ad blockers.
Google Chrome are releasing their inbuilt ad blocker on the 15th of February, a big move considering Chrome is one of, if not the most, used browser. The aim is to reduce “annoying ads” which resulted in a rise of ad blocker installations. The blocker will block ads based on how they measure to the standards set by the Coalition for Better Ads.
Site owners will have access to the Ad Experience Report, allowing them to identify which ads are in violation and can then correct them. Otherwise Chrome will remove all ads from sites that fail to meet the standards for more than 30 days.
It’s important to mention that Google is a member of said Coalition for Better Ads (alongside Facebook and Microsoft). Giving even greater control over online advertising. All because third-party ad blockers are hurting their revenue.
So here are some of the ads getting blocked:
1) Desktop & Mobile – Pop up Ads
Mainly sited as a fail for blocking content, and for always appearing after the page began to load.
2) Desktop & Mobile – Auto-Playing Video Ads with sound
Important to note that ads which need to be clicked to activate sound are above the Better Ads Standard line
3) Desktop & Mobile – Prestitial Ads with or without countdown
Ads appearing before the content of the page has loaded, and you have to either click past or wait the countdown
4) Desktop & Mobile – Large Sticky Ads
Any ad taking up more than 30% of the page, and “sticks” in view as the user scrolls down
5) Mobile – Full Screen Scrollover Ad
I seriously hate these. Any ad that forces you to scroll through an entire screen of advertisement to then continue on to content and take up more than 30% of the page.
Friday Five with Andrew Teoh
12th January 2018
Passion, emotion and drama of sport have led to some of the most iconic advertising campaigns the world has ever seen. For an adman like me, the highlight of the Superbowl has been lately (Thanks, Dallas) the ads which showcase the best and brightest of our industry.
Few better do it better than Nike when they go big. With an integrated campaign which included launching a Junkee XL remix of an Elvis classic (the Elvis estate is notoriously protective of his work) featuring past and then current legends of the game including Francesco Totti, Roberto Carlo and Ohh Ahh! Cantona. The Nike Cage launched their World Cup campaign and intention to dominate round ball football. The campaign included TV, Music Video Clip and an online and offline football tournaments which at the time (and with 56k dial-up internet) was way ahead of its time.
One of the first truly viral campaigns originally started as a ridiculous idea for a 30-second commercial that was designed to reinvigorate a brand that was losing its relevance. It became one of the most successful viral videos of the early internet days. All the more remarkable as this was all before the existence of YouTube or Facebook. I for one would like to see Boho hire an office linebacker.
Perhaps the most long-lived campaign on this list. This is SportsCenter has gone through hundreds of iterations. Its lasting endurance is a tribute to its flexibility and the love people have for this campaign. With so many to choose from it’s hard to pick a favourite. With Legendary Swedish Goaltender, Henrik Lundqvist and the most famous Swede of all time makes this particular one hard to beat.
Ok, indulge me with this one, as this ad spoke to me personally being a massive Formula 1/Senna fan. This campaign marked 20 years after the death of Ayrton Senna and his most successful partnership with McLaren Honda. This ad was launched to promote Honda’s new navigation system.
I implore you to put the volume up as you watch the team use the telemetry gathered from his car to recreate the fastest lap Senna set whilst qualifying for the 1989 Japanese Grand Prix.
Almost as fun as a really brilliant ad is a really terrible ad. Whether it’s Mark Taylor not quite being able to pronounce, “Fujitsu Plasma Vision”, the insufferable parade of ex-footballers “AT LOWES!”, Warnie’s spruiking of “more hair. Yeah, yeah” There are so many amazing professional athlete endorsement ads that seem to be too amazing for YouTube. One day ad execs will learn that sports people are wonderful at chasing a bag of air, not quite as amazing at acting. Until they learn we’ll always have gems like Scottie Pippen’s Mr Submarine ad. Enjoy!
Friday Five with Anthony Vrachnos
5th January 2018
There are few things I enjoy more than going off to the cinemas and escaping into a fresh (or sometimes not so fresh) new movie.
But before I get to see it, I see those pesky ads that annoy me so much; not because they’re delaying my movie, but because there’s so rarely a great ad that properly utilizes what cinema offers as a medium.
As such, here is my Friday Five list of ads made just right for the big screen.
One of my favorite things about the cinema is escaping the world around me – no cars, no phones, no one talking (ideally) and this ad capitalizes on that environment so perfectly.
Nothing too special here, just a solid ad utilizing the extended format to take the audience on a journey about two people who clearly had a great night.
A clever and self aware use of a medium that couldn’t be more relevant to the client – all 127 seconds of this “short film” were made to count.
Speaking of short films, Johnnie Walker got Jude law to dance his way into winning a boat in this six and half minute piece which even got a sequel.
Something a bit more serious this time, a brilliant use of the medium with a twist to engage the audience and deliver a crucial and hard hitting message.
Friday Five with Luke Amasi
8th December 2017
Composer and Musician Arvo Part said that “The Human voice is the most perfect instrument of all”
I’m Luke Amasi, I spent 2 years working in Radio so there’s no surprise as to what i’m choosing for my Friday Five.
And when I think voice, I don’t mean singers heck I don’t mean radio personalities. What I mean are the voices behind the publishers that we book with, the voices behind our brand campaigns and the voices that allows us to recognize who we’re listening to or what we’re watching.
1. Steve Britten is one of the most recognizable voices in Australia. He’s the network voice of Channel 9 and has been prolific in his time. He’s worked on Triple M and voiced promos for Sanity Music and the Singapore Grand Prix.
2. Australia’s history with voices always followed a path towards the ‘voice of God’ type male dominance. To counter this people like Mike ‘Sideshow’ Anderson have risen to balance this as a kind of ‘lightweight’ voice. He’s voiced campaigns for Mitsubishi, Qantas, Energiser and Vodafone. He’s also the station imaging director at Triple M in Sydney and the voice of Channel 7.
3. Cymone Rose is one of the most versatile Female voice artists in the country and has voice campaigns for Southern Cross Austereo, Foxtel Channel 9 and Qantas. She can do anything from that natural real ‘person off the street’ read, to Paris Hilton, then warm, sincere and Mumsy, all the way to mature corporate informative.
4. Radio Legend Mike Drayson is still holding it down on Northside Radio 99.3FM on Sundays at 10am in Sydney. He’s been prolific not just in the Radio industry but in the voice industry as well, he’s worked on campaigns for Toyota, NRL, Subaru, Malaysia Airlines and the stage musical Annie.
5. Last one to come in is Ian ‘Lofty’ Fulton (I worked with him for 2 years). If you’ve ever listened to 2GB (Syd) or 4BC (Bris) he’s the station voice, he’s worked on Channel 10 and currently on Sky News. He’s voiced the ‘Toyota Means Business’ campaign as well as tv shows like Masterchef and The Great Australian Spelling Bee.
Friday Five with Ruby Hudson
24th November 2017
I am Ruby, a Media Coordinator at Bohemia!
Just like models on a catwalk or in an advertisement, Food brands have their own personal stylists.
Charlotte Omnes, a food stylist based In New York, describes herself as “hair and make up for food”. A food stylist does not however spend their days on Photoshop, strangely enough it’s through weird and unpleasantly gross techniques…
On average it takes about 10 hours to complete a photo shoot and stylists are expected to solve any given crisis on the spot, especially if their product is melting away. So today I will be letting you in on 5 food stylist secrets to how they make food in advertisements looks so damn delicious.
We all love and know the “Old El Paso” Mexican kits, but how come when I make Enchiladas or Tacos it looks like a Mexican murder scene? The secret…. Mashed Potato and WD-40. Food stylist use mash potato to stuff the enchilada and shape it to look plump and juicy, the ingredients are then added to the end to create the illusion of the perfect enchilada. Tacos however are stuffed with cosmetic sponges behind the meat to keep the shells open, then sprayed with WD-40 to make the filling glisten…. Next time you host a Mexican night, BYO WD-40.
Lets be honest, Cereal for breakfast does not look or taste like it does on the ads, you also have a 3 minute time frame until it goes soggy. The secret to beautiful looking cereal is… White glue, sunscreen or white hair cream for men. Special K, you’re not fooling anyone.
It’s no word of a lie that Australian’s have a coffee addiction. And to make this addiction worse we are constantly reminded through advertising that our bodies need this dark rich substance to feed our souls. However before you start drooling over a picture of a hot rich coffee, it’s actually not coffee. It’s a combination of liquid substances such as soy sauce, gravy browner and soap (to create the froth)… Talk about a bad coffee.
If ice cream was a human model, she would be a diva. Ice cream demands such high standards that it’s almost impossible to photograph. The secret to ice cream is a combination of vegetable shortening, powered sugar and corn syrup. Needless to say I would pick “diet” ice cream over that.
It may look hot, steamy and irresistible but once you know the secret behind that fresh steam, you may lose your appetite. Steam is particularly hard to capture on camera, especially to create the perfect shot. To create steam, food stylist often soak tampons in water, microwave it and skilfully hide it in the shot to make it seem like the steam is coming off the food- most likely the food is cold.
Hope you haven’t lost your appetite…
Friday Five with John Weatherall
9th November 2017
Hi, I am John, a Data Intelligence Coordinator at Bohemia.
Perhaps no industry has exercised the idea of selling the sizzle, not the steak like the gaming industry has done with the use of cinematic trailers. Selling a game can be done almost on cinematic trailer alone and this friday five takes a look at some of the best in the biz.
1. Bioshock Infinite – This trailer sets the scene perfectly; we have no idea what is going on and we love it.
2. Halo 3 – “Do you think we’ll ever meet them” – Simply spine chilling stuff here and one of the best games of all time to back it up!
3. World of Warcraft – This trailer sparked arguably the most successful game of all time, and ever since, Blizzard have been the masters of the cinematic trailer. I definitely advise giving some of their others a go if you can.
4. Assasins Creed – Yet another series known for it’s impressive cinematic trailers at the release of each edition, but If you ask me the games are a bit lacklustre.
5. No man sky – This one set people imaginations on fire but ultimately failed to deliver almost all of the promised mechanics. All sizzle and no steak, and it faced some serious backlash (even earning the title “one man’s lie”).
Friday Five with Antigone Duchesne
27th October 2017
Hey I am Antigone, a Media Coordinator at Bohemia. Those that know me would know I’m a fan of trending slang.
For my Friday Five I’ve decided to take you through my 5 favourite ‘one liners’ in ads which have become a part of the Aussie vernacular (for better or for worse)
- “Where the bloody hell are you?” – I love how this one was considered appropriate here and then banned in the UK
- “Shrimp on the Barbie” – Because every American will try out their Aussie accent on you with this iconic phrase.
- “No Gary No!” – An oldie but a goodie.
- “Kiss me Ketut” – When car insurance turned into a love affair everyone was talking about.
- “Not happy Jan!” – Hands down one of my favourite one-liners (and I have a lot of them).
Friday Five with Michelle Chan
13th October 2017
Hi, I am Michelle, a Performance Coordinator at Bohemia. There are many beauty brands trying to gain attention online but only a handful of campaigns bloom into successful ones. Here’s my top 5 digital campaigns from brands in the beauty industry that are creative and successful, through high engagement and compelling experiences.
Burberry were looking for a way to immerse themselves with millennials. The concept behind the campaign was to build emotion through technology. They did this by getting people to send a personal kiss from their mobile to anyone in the world.
Essence Beauty Box launched their #GenGorgeous campaign in the run-up to Mother’s Day. Most people’s beauty habits have been passed down from their mothers. The hashtag allowed people to participate by tweeting or Instagramming about their mother’s words of wisdom.
Always is a personal hygiene brand who created a powerful digital campaign called #LikeAGirl. It talked about sports situations where girls are told that they’re doing things ‘like a girl”. Their hashtag was featured in the corners of their adverts and it created a huge conversation across different social media platforms.
In 2015, Dove launched their #SpeakBeautiful campaign after finding out that 4 out of 5 negative beauty related tweets were about the person themselves. They wanted women to compliment and empower each other by speaking beautifully to one another.
Estee Lauder – The Beauty of the Night
This campaign was about getting people to share their evening rituals with other woman across the world. They created a poll to find out what most women did in their evening rituals, and then featured them in top beauty, fashion and lifestyle magazines!
Friday Five with Gabriel Richy
29th September 2017
My name is Gabriel and I am a Performance Exec at Bohemia.
Today I’ll be touching on the integration of all marketing efforts and its importance.
When integrating efforts, we should always keep 4 Cs in mind:
One great example of having all pieces of communications consistent is no other than Nike (Shocking, I am talking about Nike). If you say to anyone what the Nike’s slogan is, they will respond with “Just Do It”, there’s a reason for this. They use a 4-stage process:
1. Tactical Coordination
- Brand Level: Brand elements are consistent
- Campaign Level: Integration across all brand contact points
- Between Campaigns: No campaign is at odds with another
2. Refining Scope of Marketing Coms
- Matrix Organizational Structure
- Code of Conduct for all Business partners
3. Application of IT
- Collection of Behavioural data and customer preference data (i.e. Nike+)
4. Financial and Strategic Integration
- Use of data to drive strategic planning such as product offerings.
Nike tapped into the spirit of the inner joy experience of consumers. The profound feeling of joy and fitness was communicated through this campaign. The company utilized various communication platforms for their advertisement in order to capture attention of their target consumer segment, increasing Nike’s sale by 1000% over a period of ten years. Here are the origins of the slogan.
Friday Five with Alex Skorokhod
8th September 2017
Hi, I am Alex, Group Intelligence Director at Bohemia. Let us talk about some abstract matters like data, its past, current state, buzzwords and its future.
All of you have heard the terms “Data science”, “Machine learning” and “Artificial intelligence (AI)”. An academic point of view is discussed in this article
One may think that AI (and in particular Deep Learning) design and its applications is quite a young area, however, surprisingly this technology was prototyped in 1980s meaning it is older than HTML which was published in 1993.
A famous saying related to data is “Data is a new gold”. The capitalisation of Facebook, whose fundamental assets are user data, make it quite easy to believe such a statement.
However, there are significant differences between money and data. According to Ross Farrelly (Cloud Strategy Leader @ IMB) these are some of the key problems we experience with “data as money”:
|Feature||Your Money||Your Data|
|Kept in a secured account||YES||NO|
|Only used with your permission||YES||NO|
|Charged for being used (interest)||YES||NO|
|Visible sources and designations||YES||NO|
|Strict legal protection||YES||NO|
If you are interested in the numbers behind AI related economy, you can find out more here.
AI algorithms are often studied for 30-40 years and some are applied in an amazing way, for example providing legal defence. However, despite all the scientific efforts the decision making process behind these algorithms can still be classified as “black box”.
Human in AI world
McKinsey has produced quite a comprehensive study: Where machines could replace humans—and where they cannot (yet). There are some easily digestible infographics inside.
Friday Five with Melinda Heffernan
25th August 2017
Im Mel, a Performance Manager at Bohemia. Please see below top 5 latest news in fin-tech and the property market. As you know UBank is one of my biggest clients and we always try and stay ahead of what is happening in their landscape.
1) At current interest rates 820,000 homes are in Mortgage stress
Four Corners did a recent documentary on the current state of mortgage stress in Australia. Thanks to an interactive map you can see just what impact a rise in interest rates by 0.5%, 2% up to 4%. Most analysts think 2% is the highest it would increase by and very unlikely – yet this would throw half of all mortgaged households into stress. What’s scary is that a 4% rise above current rates would bring the interest rates in line with the average over the past two decades! Last at that level in Oct 2008, if it happened now this would mean 2 million households in stress.
2) New Money management app, Honeydue is a money management app for couples – at this stage only available in the U.S.
Honeydue is a mobile app that aims to reduce money-related arguments between couples by offering tools to share information on respective account balances and spending. The app also lets couples stay on top of money matters in other ways, such as being able to comment on individual transactions and manage bill reminders together.
3) Bipartisan push for the Reserve Bank to back Australian bitcoin
Labor and Coalition senators have crossed the political divide to call on the Reserve Bank to embrace bitcoins as an official form of currency or risk the future competitiveness of Australia’s $145 billion a year financial services industry.
4) Will property crowdfunding take off in Australia?
A new study conducted by the University of South Australia (UniSA) in partnership with DomaCom, suggests that crowdfunding could become a viable new vehicle for investors trying to make headway into the country’s increasingly challenging property market. The study’s lead researcher noted that while the concept was relatively new in Australia, it has been successful in the U.S and U.K for seven years.
5) According to the PwC report, Consumer Lending: Understanding Today’s Empowered Borrower, three out of four demographic segments prefer to be online for each phase of the lending process
Good news for UBank considering they are a digital only bank. The preference for digital lending also extends for all types of consumer loans, including student loans, personal loans, home loans and auto loans. Compared to a previous mortgage study done by PwC in 2013, there was a significant jump in digital expectations for each step in the mortgage loan journey.
Friday Five with Alex Connell
11th August 2017
I’m Alex, Digital Media Manager at Boho. Here are 5 products and developments accelerating the convergence between marketing and technology.
5) Open API’s
API’s are nothing new, having been around for decades. However, there remains considerable opportunity here for brands to open their API’s to ignite innovation and tap into additional revenue streams through being seen on any platform, large or emerging.
Blockchain technology presents vast opportunities for brands, from ad delivery verification to the safe and transparent storage of data.
The democratisation of data through blockchain means data owners can potentially share their assets without exporting or handing them over to another stakeholder. And media owners can strike a blow against unauthorized sellers and domain frauds.
3) Messaging apps/chatbots
This year more brands are actively utilizing chat-based marketing. Whatsapp, Facebook Messenger, and WeChat, are on the rise and replacing traditional brand communication structures.
By utilizing native and tailoring ads contextually relevant to each, individual user chat ads have an immediate connection to targeted consumers.
Amazon, Google, Facebook, Apple, and Adobe have all made considerable plays in the voice tech space. However, for Amazon, Alexa has the ability to ingest implicit user data back to Amazon and uses the intelligence to improve the product.
Combined with this the frictionless nature of voice tech meaning a move to zero-click ordering; it’s already redefined the retail category and the tech itself.
Probably enough said in the press recently about AI’s potential but what AI really needs to do is recreate the entire canvas of opportunity. Companies using AI first need to consider what the role of that company will be in an AI driven world.
Only a company rebuilt from scratch, with process, organizational structure and AI at the core will unleash its full potential.
Friday Five with Myles Haslam
21st July 2017
Hi, I’m Myles. I’m the Media Executive across Best & Less here at Bohemia, taking the strategy and making it reality. I used to live in Barcelona, and in my spare time I love binge-watching TV series, all things sport, and I’m a recent F45 convert. Fun Fact: My hero is Kung-Fu Panda.
5. Just Do It (Nike)
Just Do It is 29 years old this year, and still amazes. Brutally simplistic, the original ad showed an 80-year old man jogging across the Golden-Gate bridge. If this inspiring slogan hasn’t motivated you, then surely Shia LaBeouf’s viral rendition has.
4. Felix Baumgartner’ Stratos Jump (Red-Bull)
I challenge you to find one person under 50 with a smartphone that doesn’t know about this record-breaking accomplishment. The beauty of it is that media and advertising didn’t interrupt the event; they were the event.
3. Bacon (Beech-Nut)
A good breakfast usually consists of Bacon and Eggs. But that wasn’t always the case. In the 1920’s, Beech-Nut were having serious trouble moving its product due to America’s focus on ‘Light’ breakfast. Beach-Nut, armed with spurious medical studies, wrote to doctors to notify them that the ‘heavier/heartier’ breakfast of Bacon and Eggs was more beneficial. Subsequent “studies” were published nationally, to great success, and lead to the rise of the B&E.
2. The Soap Opera (P&G)
If not for Proctor and Gamble, we may never have TV powerhouses like Neighbours. In the 1930’s, P&G began sponsoring radio stories with their soap ‘Ivory’ – and hence, an entire genre of bang-on-mediocre television was born. This was one of the precursors to content marketing; the idea a brand could create something to build a relationship with their audience.
1. Santa Claus (Coca-Cola)
The true origins of Santa are a bit of an urban myth. While Santa was around long before the beverage, there were few visual appearances. Until the 1930’s Coca-Cola started advertising with a loveable and chubby old man (in a red and white suit). You can choose to take this as fact or fiction, however if Christmas movies have taught me anything, it’s that sometimes you have to believe.
Friday Five with Oliver Boyd-Lambert
7 July 2017
Hi, I’m Olly one of the media exec’s working here at Bohemia. Like many of us I fell into the strange world of media one day and have never looked back. I wanted to kick start my Friday Five with 5 brands/companies that still inspire and excite my interest in marketing and communications.
“The only limit is the one you set yourself” – The words that were uttered as Felix jumped from a balloon raised up 39 kilometres above the earth.
Red Bull has become so much more than an energy drink company, they have built a brand around sports, adventure and pushing oneself to the limits. Not just sponsoring and being associated with adventure sports but creating them and building a base of loyal followers.
2017 world of Red Bull Commercial: https://www.youtube.com/watch?v=pjuqPmrsne0
Red Bull flows nicely into Go Pro as they are often interlinked. Go Pro is another company that I believe have very cleverly built a culture around a brand. The idea of a portable camera was not a new concept by any means. Go Pro’s success came from a clever marketing strategy of video attachment accessories and allowing users to mount their camera on almost anything. What followed were an endless supply of self-promoting viral videos. Tapping into one of the most powerful tools in the marketing arsenal “Word of Mouth” Go Pro allowed everyday people to share their experiences wherever they were.
Bit of fun was when a Melbourne Production company “The woolshed” did this: https://mumbrella.com.au/melbourne-production-company-social-media-viral-fooled-world-8-times-379214
Really looking forward to Amazon launching in Australia. Think this is an amazing company and constantly looking for new ways to change the game. Driving new innovation like Amazon Go.
Go Fund me
Awesome company that has helped many ideas come to life that would have never been possible. Not to mention the amount of charity work that has been made possible from this platform.
Drone Racing league
Well……… Just because drone racing……I mean look at it……. its awesome.
Friday Five with Sree Sreedharan
16 June 2017
My name is Sree and I work for the Marketing Intelligence team at Bohemia Group as a Data & Attribution Co-ordinator. I have an evergreen passion for tech-marketing and strongly believe that marketing is increasingly becoming a number game; statisticians paradise! Here are some of my favourite trends in Big Data Analytics that I think would revolutionise the way we fundamentally conduct marketing in the days to come. Hope you like it.
5. Agile Marketing – Agile marketing can simply be defined as working collaboratively and flexibly – sometimes even spontaneously – to meet the immediate needs. It’s proving to be highly effective because group discussions would be largely guided by facts rather than merely going by the HIPPO (Highest Paid Person’s Opinion). Here’s a video that clearly explains the terminology under 2 mins.
4. Personalized everything – As we work to individualize everything from Coca-Cola cans to shoes, mass customization has transitioned into personalization. For some businesses, this will mean ensuring touch points are specific and individual. For others, it’s simply streamlining the purchasing process and making it more responsive. Check out this video that shows how retail giants like Target applies predictive marketing analytics
3. Dynamic Algorithms – Statistical or machine-learning algorithms are behind much of the digital personalization we experience today. In days to come, we’re going to see algorithmic / programmatic approaches expand into unforeseen areas and become even more common. For example, last year, leading retailers such as Amazon and Walmart were relying heavily on algorithmic pricing and have repriced 15% of their 18,000 products using a pricing intelligence solution every single day. Imagine the impact dynamic pricing will have on retail when it eventually expands into physical stores as well. Check this out
2. First Touch, Last Touch and Everything In Between Will Matter
Marketers would have to start looking at attribution more dynamically, whether that is looking at each channel individually or assessing the impact of multiple channels collectively across different customer cohorts. New digital channels without any robust reporting systems/api’s and offline data will continue to make the marketing attribution difficult.
1. Big Data Will Become Bigger In Marketing
2.8 trillion gigabytes of data exist in the digital universe today and the volume of business data worldwide is expected to double in every 1.2 years. Importance of the right data infrastructure in responding to a connected world is of paramount relevance to any business in the next few years. In a world of ever-growing data, big-data platforms (Hadoop and NoSQL databases)that capture and analyse massive amounts of non-traditional data—web visits, ad click through and social interactions would have a challenging road ahead in producing accurate and relevant real-time intelligence. Check this out.
Friday Five with Josh Harrison
2 June 2017
My name is Josh and I am a Media Coordinator at Bohemia. I’m a massive fan of brands who try to create a desired image or association through the use of a sport integration campaign.
My Top 5 Sport Integrated Campaigns
5. Nike – ‘2 Hour Marathon’ (2017)
Through Millions of dollars of investment and the latest technology Nike attempted to train 3 of the best runners to finish a marathon within 2 hours. This was launched mainly through their digital channels with a content series and social activity generating a strong level of consumer engagement and media buzz.
4. Redbull – ‘Welcome to the World of Red Bull’ (2013)
When people think of Redbull they think of so much more than just an energy drink. They have completely re-defined the action sports environment with a great example being their 2013 campaign featuring Felix Baumgartner. It’s both inspiring and evoking and is a perfect example of how they have defined this space.
3. Gatorade – ‘ Be Like Mike’ (1992)
Gatorade’s simple approach to sponsor arguably the most famous athlete on the planet at the time and associate him with their brand proved to be really effective through the use of a catchy jingle and footage of him tearing it up on the court.
2. Betfair – ‘Back yourself’ (2015)
This 2015 campaign saw UK wagering company Betfair offer runners at the 2015 London Marathon a £20 bet on whether they could finish the race or not with odds being provided based on the individuals running history. With the money ultimately ending up with charity one way or another this campaign generated a strong level of positive publicity for the brand.
1. Nike – ‘Secret Tournament’ (2002)
The commercial for this campaign alone had an estimated budget of $100 million and featured the world’s greatest footballers all competing in a underground football tournament on a shipping container. Coinciding with 2002 world cup no one aligns better with football better than Nike.
Friday Five with Caitlin West
12 May 2017
Hey everyone, I’m Caitlin, and I’m part of the media team over at Boho. If you come to visit Charles St, you’ll be able to pick me as the girl constantly having a mini dance rave at her desk.
With Beyonce currently blasting through my headphones, my Friday Five comes to you in the form of campaigns that pushed to bring women out of the dark ages, and into the sunny, strong, and super important world of equality.
1. Always – Like A Girl, 2014
It would be unfair to put this one anywhere but at the top of the list – what does it mean to do things “like a girl”? A simple but powerful message – and at nearly 64 million views, obviously it resonated with a few others too.
2. GoldieBlox & Rube Goldberg – Princess Machine, 2014
As a kid who grew up playing with Lego more than dolls and dreamt of being an astronaut more than a princess, this ad from the 2014 Super Bowl made me smile for all our future engineers.
3. Westinghouse – We Can Do It!, 1943
This list wouldn’t be complete without the OG of strong female icons, Rosie the Riveter. Originally created only as an internal motivational poster for Westinghouse Electric during WWII, the image took on a life of its own years down the track when our fearless worker became a symbol of the feminist movement.
4. Kotex – Let’s Move On, 2017
The ad that inspired this list, this one captured my attention last night during Masterchef. After years of being relegated to smiling women frolicking on a beach in white pants (as if), this campaign finally dares to address the obvious, and with a pretty banger soundtrack too.
5. Pantene – Labels Against Women, 2013
Boss, or bossy? Persuasive, or pushy? Slightly controversial as it is ultimately for a beauty product – but hey, no one said you couldn’t be a kickass female and have great hair at the same time.
Friday Five with Gabriel Richy
28 April 2017
I’m Gabriel, a half French and half Mexican Performance Executive at Bohemia (weird combination I know). For this Friday Five, I’ve decided to touch on something that I am quite obsessed with…sneakers
1. The sneaker resell market is bigger than you think
The US resell market size is estimated at a conservative $1.2 billion, of which 96% are of the Nike brand. The resell profit is 33%, therefore the resell profit for Nikes is an estimated $380 million. Nike’s resellers made twice as much profit as the 2nd biggest footwear brand in the US in 2015 (Sketchers)
2. Nike marketing is not like anything we’ve ever seen
Unlike Apple who sells an iPhone to anyone that wants one (if you have the money for it), Nike doesn’t make money by just selling $200 sneakers. They make money off selling millions of shoes to millions of people for $60, and sneakerheads drive the marketing, the hype and the PR, and enable Nike to sell millions of sneakers.
3. There’s a stock market for shoes
StockX, has indices for Jordan, Nike and Adidas models and tickers running along the bottom. StockX gives you real-time market data for intelligent buying and selling.
4. Footwear Technology
Below are a few examples of companies that are taking smart shoes to the next level:
- Altra’s IQ smart shoe, which gathers data about your stride (whether you’re striking on the heel or ball of your foot, you cadence and left foot-vs-right-foot favouring)
- Nike’s HyperAdapats self-lacing sneaker.
5. Tinker Hatfield’s Jordan 5
He was watching Michael Jordan play, and described his relentless attack to be similar to a fight plane strikes, “floating around the edges of the game and coming out of nowhere to attack.” He drew inspiration from a WWII Mustang fighter plane, which you will notice most evidently on the front midsole of this model.
Friday Five with Victor Condogeorges
14 April 2017
Im Victor, Digital Investment Director at Bohemia.
There’s been a lot of noise in the market recently about brand safety, mainly aimed at YouTube. The key take out I see from all of this is the importance of two key elements of every campaign.
- Know where you will appear – Pick the placements
- Review where you have been
5. Even charities can unintentionally fund terrorism.
Like world vision for example. This sort of stuff happens all the time. Right now, Google is getting the blame. It doesn’t excuse it from happening, it’s just not new.
4. Lots of news about cutting ad spend to YouTube
Like Telstra last week. This just sends the message “we don’t know how to deal with the problem so we want you to”.
It’s a bit worrying that they, nor their media agency know how to hand pick content to partner with.
3. People preventing progress
Like this bloke. This guy has created so much smoke from so little fire, all because he has a patent that he can make some cash on. In this article he says “I’m doing it for the industry,” he said. “I’m an old ad guy.” Really? Do you really want to make a difference? Why is your patent holding the brand safety sphere ransom?
2. Google’s actions
So now Google’s reaction to this has been to vet the channels before paying them or them being eligible to have ads. It’s not a bad idea. Basically, now the channel needs to have 10,000 views. I’m imagining that they’re hoping one in ten thousand will report it if it’s dodgy. This should start to get less crappy UGC uploaded and focus on getting contributors more committed to producing content.
It’s a perfect example of turning a disaster into profit. Less inventory + higher demand = higher cost. Moving towards what the diamond market does, but in the name of brand safety.
1. Havas’ Decision & Admission
Basically, by pulling all their spend on YouTube, Havas have inadvertently said they’ve not optimised or set campaigns up properly. Think about it – By telling the world that they’ve pulled out of the market, they’ve opened up the doors for their clients’ competitors to find the audience.
So for example, Telstra has pulled out of YouTube, clearing the way for Optus to find the audience at a cheaper rate and with less clutter from other telco’s.
Want to talk about it more? Call me or come to Boho and have a chat.