The 26th of January 2019 is a day on every Australian’s calendar. It’s the day we all celebrate Australia Day, the annual remembrance of the arrival of the first British ship in Sydney Cove almost 230 years ago. All across the nation, flags are waved, barbecues are held, fireworks are launched and people gather for this big event. It’s no secret that businesses use events like this to create relevant messages that will build their brand. Creating content and messages that align with events this big is a great way to connect with your target audience after all. That is, if the strategy is executed right. When brands connect themselves to events like Australia Day, one of three things can happen – you get ignored in the noise; you make it big and get heard; or you come out tacky. We all know that the second outcome is the result we want to get. The best way to create a message that people will want to hear on Australia Day is to look at great examples. So, we’ve compiled a few great Australian-themed marketing campaigns to serve as inspiration for your agency. And don’t be daunted, a virtual assistant from Outsourcing Angel can help you implement any great idea you decide to use. Here are four great examples of Australian campaigns that stuck with audiences.
1. Bring Back The Moustache – Movember Foundation
Not many know this, but the Movember movement actually originated in Melbourne. That’s right, this massive fundraiser to raise awareness of life-changing issues faced by men through growing moustaches for months is Aussie. What makes a campaign like this powerful is the fact that it connects to a social issue. Think of a way to create an Australia Day message that connects to a social issue, and you could be on to something. The campaign has today reached 21 countries worldwide.
2. You Never Lamb Alone – Meat And Livestock
At the heart of this social media campaign is a cause to fight against racial inequality. Australia is a nation filled with various ethnicities and cultures, and “You Never Lamb Alone” sought to break down barriers across such divisions. The campaign was mostly aired on television, but its Youtube campaign also found success, hitting over one million views to date.
3. Dumb Ways to Die – McCann Melbourne for Metro Trains
You’ve either played the game, heard the song or saw the animation. Whichever way you might have experienced it, “Dumb Ways to Die” is another great example of an Australian marketing campaign. A cool little game with a funny twist of deaths that make no sense, the campaign looks to promote safety in train stations. This campaign was created by McCann Melbourne for Metro Trains and has reached almost 5 million shares online.
4. Amazon in A-Z ‘easy az’ campaign
TBWA Sydney’s campaign for e-commerce giant Amazon had a simple message, “Everything you need from A-Z, easy az”. The collection of film spots features humorous snippets of life that we feel we can all relate with. The campaign’s videos were directed by no less than Australia’s top filmmaker, Paul Middleditch.
One commonality – context
The one common denominator to all these remarkable and sticky campaigns is that they all feel very Australian. In other words, the messaging is something that Australians from various walks of life can relate with. They’re current and fitting to our context and time. What do you want your marketing campaign to look like come this Australia Day? Work with your virtual assistant from Outsourcing Angel to run a marketing campaign that is relatable to the Australian context and it’s bound to work. VA Writer: Patrick Mabilog VA Position: Technical VA- Writer and Designer