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 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 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.
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 James Turner
25th 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 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!
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.
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.
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.
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.
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.
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 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 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 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.
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.
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.
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 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)
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!
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 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 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 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”:
Kept in a secured account
Only used with your permission
Charged for being used (interest)
Visible sources and designations
Strict legal protection
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”.
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.
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.
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 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 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.
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.
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.
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.
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.
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 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.
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.