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Tag Archives: Arts and Entertainment

Another successful year for Entertainment Marketing students undertaking real projects for real clients at QUTs Business School

5 Dec

For over 15 years, my QUT teaching teams have been enabling student’s real world learning for 2nd year subjects Integrated Marketing Communication and more recently Entertainment Marketing. This subject is part of the larger Entertainment Industries degree where Creative Industries students study law and business subjects. Our students engage with real businesses, startups, artists, not for profits: you name it. QUT students work in ‘agencies’ to problem solve marketing communication objectives set by their clients.

In 2017, our Entertainment Marketing students engaged with long-standing and very historical Brisbane Eisteddfod, Brisbane Writer’s Festival (or #UpLIT), Cystic Fibrosis Qld and Travello: a Brisbane based startup travel App that connects you with fellow travellers, solo backpacking enthusiasts, digital nomads and even groups of friends & families to make your travel experience memorable. We pride ourselves on the range of entertainment and marketing businesses that want to be involved in our student’s real world learning. In 2016, we had a different travel startup Tour Amigo, who is a QUT Marketing Honours alumni, who has set upa travel site where you can search, compare and book the best value package tours throughout 160+ destinations worldwide. The Tour Amigo team have cherry picked the best guided tours from international operators such as Contiki, Trafalgar, Intrepid and put them in one place. We love to welcome back QUT ex-students into our classroom.

The student agencies pitch their ideas to their clients at the end of semester. Face to face where you can’t hide. This experience helps sets up our students to be (a little bit) industry-ready. Their pitches are very professional, and clients are always impressed with the high calibre standards shown by our up and coming QUT graduates. Most groups undertake primary research, produce video content that would cost thousands of dollars.

Students conducted work experience and work integrated learning with Cystic Fibrosis then gained paid employment organising events such as the 65 Roses Art Prize, where schools across QLD were asked to donate their artwork and a silent auction for each one at the 65 Gala Roses Ball. The project that was run by one incredible QUT student who raised awareness for the plight of those living with CF in Queensland, as well as introducing budding artists to the power of philanthropy. She not only ran the promotion, but the call to action involved a huge amount of logistics.

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As I publish this article, 30 out of the 50 paintings (shown above) have been sold and the others are on display at the CFQ bookshop. Another amazing student helped with fundraising, social media and event profiling. It isn’t easy taking on an intern, but our QUT students learnt so much from their experience with CFQ, many staying on for months.

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Another client this year were Brisbane Eisteddfod. They came to us wanting an audit and some ways of how to stay relevant with their many audiences and stakeholders. Over 150 students pitched their ideas. Our client (also QUT alumni) was super happy and plan to have students working on implementing some of their strategies and tactics in 2018. Below is just one of the amazing student agencies, Ben Hardgrave their tutor and the Eisteddfod team.

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Rowse honey sweetens with three bears campaign

9 Nov

While Britain may be going a little bit crazy for the new Rowse honey campaign, viewers and ad experts around the globe are tuning in to Rowse’s take on the Three Bears. Some are against it, but most are loving the cheeky way Rowse are making audience connections.

We all know the old story of Goldilocks and the three bears. We all know that the bears love porridge. Circa 2017, Goldilocks is nowhere to be seen, but rather three burly gay man-bears. Meet Matt, Joel and Phil.

Watch the trailer here: https://www.youtube.com/watch?v=KSZJ8yH_u2Q

Our loveable three man-bears are cheeky hosts for a breakfast cooking show. And who would know who to cook porridge better than the three bears? Nobody! They are such an authority on porridge making them a credible source.

Rowse have nailed this campaign, playing on the global success of the many cooking shows and nostalgia. What could have gone terribly wrong, or misrepresented in a world where things get misconstrued, has been applauded by the LGBT community. Also to whom the campaign was targeted – Millennials are loving it, as well as any other three bear fairytale and honey lovers.

Why has it been a success? 

We all know of honey and most of us like it, or cook with it. We probably have a jar in our pantry cupboard. We may use it in when we’re baking muffins, or honeyed carrots (a bit more nostalgia from my childhood now), but it’s just always there. And always has been. Hence the problem. It isn’t exciting anymore! In Australia, the ants love it, so often we don’t buy it. But this campaign from Rowse draws on emotional, nostalgic and slice of life strategies, that sees us sit up at the breakfast table, and want to rediscover honey.

First,who knew of the many amazing benefits of honey? They’re not exactly page 1 news anymore! But the many studies conducted tells us that honey:

  • can counter pollen allergies
  • is full of antioxidant powerhouses so can help reduce blood pressure
  • is empty calories that aren’t refined sugar – less bad than sugar for diabetics
  • can improve cholesterol levels
  • promotes sleep
  • natural cough syrup
  • Heaps more – click on the links below.

But there’s much more than that!

Second, if honey isn’t sexy, then how do marketers, or specifically Rowse make it so? By using likable characters, creating excitement and adorable stories. By using bears, big burly gay man-bears to lure us in, like bees to a honey pot! The lads are funny, handsome, very genuine. If you want someone to like you, you must be transparent and authentic. These three bears are all this and more.

Third, if you want people to consume more of your product, and create loyalty, what can marketers do? You find a solution for non-honey eaters and give them reasons to notice you and to consume more honey. Simple? Not really.

Next, choose an audience who may not be ‘into’ honey. Give them reasons to use your product, and value add with ideas, recipes, information and drip feed content to them by funny and lovable man-bears. Content that is fun and delivered in media that the audience listen to, watch and read. Three, two minute Youtube clips have been released to coincide with new recipes, new cheekiness and insights into the bear’s lives and personalities. A great teaser campaign.

Watch episode 1 here: https://www.youtube.com/watch?v=CG7dhp0AC78

The choice of millennials was the perfect audience for Rowse to target. And the secondary audience of already-using honey consumers would also catch on to the sweetness of the campaign. Further, by using social media platforms: Instagram and YouTube, out of home (OOH) and sponsoring of Stylist magazine have proven to be perfect mediums.

Timing: it’s cooling down in the UK, so what’s a perfect way to warm you up? Porridge of course, with Rowse honey drizzled over an array of nuts, fruits, but delivered by the 3 bears in a fun way. As shown in the recipes or on the Rowse Insta page. The Rowse honey Instagram page has also grown in numbers, but they aren’t bombarding you with too many photos, or too many posts. They are being very strategic to align with new cooking show spots and drip feed the story of the bears and intertwine the entertaining cooking show, as well as a little about the bears.

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Rowse and their advertising agency BMB have been very particular with choosing their bears. And obviously don’t mind Matt Lister being very popular on socials. He’s a great role model, athlete and ambassador.

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Rowse have injected life into their brand, and the beauty of this campaign is that it could last for years if Rowse and agency BMB can create great content that fits in with the brand. A very lucrative and sweet campaign.

Other links

Articles that don’t agree

a. https://www.campaignlive.co.uk/article/why-were-uncomfortable-rowse-three-bears-ad/1449166

Articles that love the campaign

a. Adweek

b. Huffington Post.au

Honey benefits

https://www.healthline.com/nutrition/10-benefits-of-honey

https://draxe.com/the-many-health-benefits-of-raw-honey/

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