Tag Archives: Marketing

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/

Do you love Christmas advertising?

8 Nov

What’s more to love about Christmas than family, feasting and napping? Yes, it’s Christmas advertising! I have just received the first of what will be many emails promoting brands, and it was from one of my favourite brands: ALDI.

It reminded me of last year and a fantastic array of Christmas goodness. Some of my favourites were Cadbury and love how the Myer one is truly Australian and shows true of Aussie culture of helping out your mates by repairing Santa’s star: Myer 2016 Santa’s Star TVC.

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Over in sunny UK, John Lewis for years have been coming out with fantastic ads, Marks & Spencer also had a great campaign where Mrs Claus steals the show from Santa in the M&S 2016 TVC. This very touching one from Heathrow airport – bringing families together was also another standout, Heathrow TVC.

My favourite ‘Come Together’ by H&M, directed by Wes Anderson and starring Adrien Brody channels Grand Budapest Hotel, watch it here.  I don’t want to spoil the ending, but it still brings me to tears. Be warned, it is 3.52 minutes, but it’s worth the watch.

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These three examples, and please share your favourites in the comments section, all use emotional based strategies: empathy, family and love and togetherness. Their messages are powerful, and not one bit of clothing or aeroplane to be seen (well maybe right at the beginning of the Heathrow TVC.

Bring on 2017 Christmas TVCs I say! ALDI have resurrected Kevin the carrot after the success of their 2016 campaign. This is their first instalment of the season and again the theme is love (and it only goes for a minute), ALDI 2017 TVC.

ALDI’s sales grew over 15% last Christmas, so why not bring back Kevin? The campaign has a clever movie tie-in with Murder on the Orient Express, and of course features a train, a gingerbread man, introduces a sexy female carrot Katie, and Kevin doing un-carrot hero acts! I’m sure ALDI are onto another winner here, as their Christmas food offerings are portrayed in a mouth-watering display. It is pure escapism and will win over more new customers. Let’s see what the sales figures show this Christmas.

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While I have been reading many articles about this Christmas being lean on spending, brands will be enticing us over the next month to win over our hearts. And spend we will. Using emotive and escapism are two strategies that have worked previously, and will work again. Bring on Santa I say! And more Christmas magic.

 

 

QUT Business School marketing students take real world learning to a new high

6 Nov

QUT academics have prided themselves on engaging with industry and real businesses – and our advertising, marketing and public relations students in QUT’s Business School work in ‘agencies’ with real clients. In my Integrated Marketing Communications (IMC) class, our students work on a range of objectives set by their clients: from brand awareness, brand loyalty, brand conviction, attitude formation and often creating copy and entire campaigns to deliver first class campaign strategies and tactics. Students conduct brand audits and work on achieving their client’s objectives.

During the final weeks of semester, the student agencies pitch their ideas and campaigns to their clients. These pitches from 2nd and 3rd year students are of such a high standard. They are very professional, and clients are always impressed with the high callibre standards shown by our amazing QUT Business and Creative Industries students.

Our incredible array of 2017 IMC clients included so many amazing businesses: Rio Rhythmics Dance Studio, Kerry Reece Art, radio stations, charity events, not for profits,  McGrath’s Fine Foods, Paws & Relax Doggy Daycare, a vegan food project, Grasses of Life, Kelly’s Candy, forfido – a dog walking App, Save A Horse, The Lucky Duck.

In many cases, many students end up conducting work experience for their clients implementing their ideas. It is a win-win situation for everyone. Di, Tegan & Annie of Paws & Relax (pictured below), heard IMC strategy ideas from 15 student agencies. Imagine what that would be worth in money terms if a real agency pitched?

IMG_3986.jpegOur IMC class is extra large (over 300 students each semester), we source clients far and wide, often many coming from past students and current tutors.

Another client was Stuart from forfido, a dog walking App which was supported by #RSPCA RSPCA Qld. The CEO Mark Townsend is pictured below with a group of students that presented an out of this world pitch.

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I am not lucky, but privileged to have such an amazing teaching team, and for the past 15 years recruiting from my past students has allowed me to find IMC stars. Many have stayed for a semester or two, and then their careers have taken off and they have moved to far and wide parts of the world. Running the worlds of advertising, marketing and public relations firms or starting their own businesses. They are all wonderful people and care about our amazing QUT students and their IMC learning journeys. The other half of my team have their own businesses and are industry specialists, many whom have been in the team for over 10 years, so draw on so much experience and change.

Since 2007, the IMC undergraduate subject at QUT has also been an educational innovator and leader in promoting student and industry engagement within social media environments. For the past 11 years, Facebook and Twitter have been used to build professional partnerships with industry, and promote real world learning and engagement experiences between current students, sessional academics and past alumni. Specifically, this was achieved by creating a subject Facebook page IMC@QUT. It  provides a space for outstanding connections, alumni events, industry best practice examples, creative inspiration as well as a go-to employment bulletin board, internship and networking opportunities. The IMC@QUT Facebook community spans directly from the heart of the QUT brand.

The longevity of this space has resulted in present and past IMC students sharing opinions, encouraging dialogue and ideas, marketing communication related inspiration and industry benchmarks.  It has also broken down traditional classroom barriers and maintained a consistent annual growth in members and now totals over 1200 members.

 

 

Marketing: the core to any (successful) brand

20 Mar

When times get tough or crisis enter into a company’s boardroom, usually the first thing to go is Marketing. Many CFOs and CEOs confuse marketing with selling, and, marketing with advertising. In fact, many people think that they’re all the same thing.

For us marketeers, we know they’re not.

Marketing is how brands connect with their stakeholders. It’s all about communication, not selling. Marketing has so many facets to it. 

Once you decide whom you’re marketing to (or communicating with), the rest should fall into place. What media does this audience consume? When do they consume and how do they want to consume this information?

How do we create solutions for this group, not just by making more products and services? We should be providing extra value than our competitors are providing. Prove to your customers that they’re not just a number, but surprise and delight them with out of the ordinary service and value adding by allowing them two way communication and access.

Don Schultz founded the 21st Century SIVA principle that far outweighs the old Four Ps scenario. It makes far more sense in our modern world with consumers demanding two way communication and being involved in co-creational marketing where the brand and customer find solutions together. Solutions, Information, Value and Access is where it’s atYes I know bottom line is imperative, but without the customer and marketing at the centre of a brand, you can’t connect with your customers. You can’t build relationships. This is how you maintain long term success.

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