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MEDIA MARKET UPDATE – FEBRUARY 2017A curation of the month’s most interesting media stories

CONSUMER CONFIDENCE JAN – 97.4 (DOWN 5.0)

UNEMPLOYMENT RATE JAN 5.8% (UP 0.2%)

RBA CASH RATE JAN – 1.5% (FLAT)

AUD – USD EXCHANGE RATE JAN– 0.75 (UP 0.2C)

PRIME-TIME VIEWING HABITS RAPIDLY EVOLVING, AUDIENCES FRAGMENTING FURTHER

With more screens, platforms and channel choices than ever before, the way in which Australians engage with broadcast television is continuing to evolve – but it’s during peak viewing time that the trends away from live TV are most prominent.

The latest edition of Australia’s multi-screen report (Jul-Sept) shows ‘traditional’ TV viewing habits remain dominant, but the “seemingly infinite” number of devices and program options is fragmenting audiences. Changes in viewing behaviour are most notable during prime time and the TV is increasingly being used for “other purposes” beyond just broadcast television during these hours.

We are increasingly using prime time for 8 to 28-day playback, rather than engaging with traditional broadcast TV. OzTAM’s CEO, Doug Pfeiffer, remarked however “the number of connected screens in Australian homes is at an all-time high, and Australians are taking advantage of the opportunities this creates to watch broadcast content and other video. While this choice contributes to the viewing ‘spread’ we’ve observed for some time, all age groups still spend more of their viewing time on any single device watching broadcast TV on in-home TV sets. Across the population that equates to more than 86% of total viewing – including all devices, platforms and video content. The growing penetration of connected devices and increasing popularity of subscription-based streaming services, time-shifted and over-the-top viewing is fundamentally changing the TV industry.”

FIVE DIGITAL TRENDS THAT ARE LIKELY TO DIE IN 2017

Twitter

Whilst Facebook and Snapchat continue to grow, Twitter’s share is only 27.3% among all social media users, a decline compared to previous

numbers. The company made minor changes last year, like not counting images and video toward the 140 character limit, and has hinted at more changes, but it will take more than a little bit of flexibility to woo new users.

Banner Ads

There was a time when there were big banner ads on every site, distracting you from concentrating on your purpose.

However, this trend is fading away as marketers concentrate on other tools particularly native advertising, which has been shown to be 53% more likely to generate leads. Much of this trend appears to be related to higher mobile usage, where click rates on banners are notoriously low.

Stock Images

The use of stock images is decreasing as businesses turn to personalized images and videos. Generic stock images don’t support an authentic identity and inhibit users from connecting with brands that use them. On the other hand, personalized images improve content performance by increasing likes, shares, and click through rates.

Fake Reviews

70% of people check online reviews before making a purchase, according to a 2015 study by market intelligence agency Mintel. Around 88% of customers believe online reviews are as authentic as personal recommendations. As might be expected, this has attracted an industry that produces fake reviews to those willing to pay for them. In 2015 Amazon began filing lawsuits against companies for publishing fake reviews. Consumers are also becoming more savvy. When fake reviews stop working, companies won’t buy them much longer.

Pop-Up Ads

In August 2016, Google announced it was looking to penalise websites that use annoying pop-up ads and interstitials. Do pop ups work? Sure, but Google apparently has the data to show that people don’t like visiting sites with pop ups as much as sites that don’t have them, so it only makes sense for Google to boost the rankings of websites that remove them.

CAN FAKE NEWS BE GOOD FOR BRAND ENGAGEMENT?

Gerry McKusker for Mumbrella:

Trust in mainstream news media is down to an all-time low of 6%, according to a 2016 AP global survey. The public don’t regard social media much higher, either. Despite 87% of them skimming their daily news from a “speculation aggregation” source like Facebook, only 12% believe in the integrity of these kind of channels. It’s a monster PR disaster for news outlets and also for vulnerable brands caught in the ‘post news’ environment. So it’s a problem for sure.

But brands have a huge opportunity and some – such as ANZ, Lorna Jean, Red Bull and Starbucks – are not taking this news lightly; they’re taking the matter into their own hands. They’re running their own news outlets, and any brand could do it – even without the big budgets or exciting events. It’s particularly essential for tough-to-love brands to get into the proprietary news business.

Consider the following:

• Do most brands have subject matter experts whose insights can really help customers?

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• Do most businesses really know their ‘beat’ better than the journos who critique them?

• Do corporates need to build longstanding engagement and relationships with publics?

• Are brands better then ever at admitting their mistakes?

• Do they need to bolster and galvanise the trust factor in their customer relationships?

• Do they know how to turn media releases into video assets and social silo updates?

Instead of accepting that business news and updates can only be filtered through mediated outlets, organisations can create proprietary, direct news channels.

Today, the public is crying out for accuracy, clarity and timeliness. Similarly, brands, businesses and government agencies are also looking for valid strategies to help build connections, engagement and trust with stakeholders. There is ‘mutuality potential’. Moreover, we have the e-distribution technologies to transform PR output, into news

FACEBOOK TO TEST SHOWING ADS MID-VIDEO

Facebook will test the “mid-roll” ad unit to open another key revenue source for video publishers. The “mid-roll” unit allows publishers to insert ads into videos after 20 seconds of viewing.

For the time being, Facebook will share 55% of the revenue it generates from this with publishers.

The implication is this move could drive publishers to not only create more video content for Facebook but to create longer more in-depth content. This could help further combat fake news on the platform and evolve how we consume video content across platforms.

MOST COMPLAINED-ABOUT ADS IN 2016

It’s no surprise Meat & Livestock Australia’s Australia Day lamb campaign, which came under fire for promoting violence against vegans, finished high on the Advertising Standards Board’s ‘most complained about ads’ list in 2016; however, it failed to secure the #1 spot. In all its various forms, Ultratune’s ‘Unexpected Situation’ series of ads was the overall winner – with a total of 781 complaints. Following closely behind was MLA’s controversial Lee Lin Chin’s ‘lambassador’ campaign ‘Operation Boomerang’ which attracted a total of 747 complaints.

Other ads to make top 10 most complained about list this year is Roadshow Films’ ‘The Conjuring 2’ trailer, Medibank Private’s ‘Health cover for every kind of family and individual’ ad and Brisbane lingerie company Honey Birdette’s ‘Room Service’ poster advertisement.

Ultratune’s ‘We’re Into Rubber’ Ad, which had ben reported for objectifying women, attracted the most complaints with 418. Meat and Livestock Australia’s recovery mission was the second most complained about advertisement with 376 complaints.

Of the top 10 list the Ultratune ‘bimbo’ train crossing ad, Roadshow Film’s ‘Conjuring 2’ trailer and Honey Birdette’s revealing poster all fell foul of the ad watchdog’s codes of practice and were banned.

APPLE AND ZEISS WORKING ON AUGMENTED REALITY GLASSES

TechCrunch: Apple is partnering with Carl Zeiss to develop a pair of augmented reality glasses that will likely be released in 2018, if not sooner.

Tim Cook has been vocal about his interest in augmented reality claiming that it is likely to have much greater benefits than virtual reality.

This is an opportunity for Apple to re-establish itself as a leading tech brand. If Apple is able to crack a user-friendly design, it could set the standard and lead the mainstreaming of this technology.

HERE COME GEN Z’S AND THEY’RE NOT FANS OF ADVERTISING

B&T: Just when you thought the Millennials were hard to get your head around, the next generation – the Zs (those born after 2000) – are starting to open their wallets and create a brand new set of headaches for agencies and advertisers. There are already two billion

Zs on the planet! A new report titled AdReaction: Engaging Gen X, Y and Z was compiled by UK firm Kantar Millward Brown and was based on surveys of more than 23,000 consumers in 39 countries. You can download a copy of the report here.

According to the report, the Zs will want any advertising to be short (10 seconds, it suggests), funny, and they’ll want to co-create with brands or see what happens when they make a decision. Interestingly, the Zs aren’t overly bothered by celebrities in advertising, they love music (43% like to have ‘always on’ access to music compared to 30% for Gen Ys), and will be three times more receptive to an ad when it is humorous.

The Zs are still cool with traditional media and 51% watch an hour or more of free to air TV a day. This is the mobile-first generation with 74% spending more than an hour a day on their mobile device compared to 66% for Gen Y and 55% for Gen X.

As you’d expect, the Zs are significantly heavier users of social platforms, not just in terms of the time they spend on them but also the number of platforms they visit. These range well beyond Facebook and YouTube and include Instagram, Twitter and Snapchat. 36% of Gen Z globally access Instagram several times a day and 24% access Snapchat at the same frequency.

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INFLUENCERS MUST REVEAL SPONSORS, BUT TV SHOWS CAN KEEP QUIET ABOUT PRODUCT PLACEMENT, SAY NEW ADVERTISING RULES

Brands who pay influencers to spruik them on social media have just four weeks to start disclosing it, according to new guidance from the Australian Association of National Advertisers. The guidance also covers native advertising and traditional media, including product placement and advertorial.

Under the new rules, one way that influencers could disclose the arrangement is to use the hashtag “#ad”. The guidance does not just cover direct payment. The widespread practice of food bloggers who offer to post a review of a product or service in exchange for free goods or services from that brand may also come under scrutiny.

Brands that fail to disclose when money has changed hands may be in breach of a new provision in the AANA Code of Ethics, which kicks off on March 1. The rules demand for the first time that advertisers must make ads “clearly distinguishable” from surrounding content and make sure they “do not camouflage the fact that it is advertising”. The move comes in the wake of rising concerns about how clearly ads are being identified. The guidelines set out two criteria: “Does the marketer have a reasonable degree of control over the material; and does the material draw the attention of the public in a manner calculated to promote a product or service?”

“Context driven advertising and marketing is permitted, but marketers should be cognizant that, in seeking to make their advertising and marketing communication more engaging, they do not camouflage the fact that it is advertising,” the guidelines state. It also notes that payment may not necessarily be made and that free product exchanges and other non-cash deals could also bring ads under scrutiny.

Under the new rules, one way that influencers could disclose the arrangement is to use the hashtag “#ad”. The guidance does not just cover direct payment. The widespread practice of food bloggers who offer to post a review of a product or service in exchange for free goods or services from that brand may also come under scrutiny.

LATEST SMI FIGURES SHOW STATE OF MEDIA FOR 2016

AdNews: The latest SMI figures are out (Standard Media Index) and results show Australia’s print sector had another grim year. The numbers indicate that consumer magazine advertising revenues fell by 18% compared to 2015. Meanwhile, newspapers were

almost as badly hit, with metropolitan titles down 14%, regional titles down 5% and community titles down 8%. Revenues for magazines inserted into newspapers were also down 18%.

Conversely, the numbers showed a 16% growth in revenue Out of Home. The sector (around $820m) is now bigger than newspapers (about $450m) and magazines ($170m) combined.

TV remains the behemoth of the media industry with agency revenues topping $3bn. This was despite a 4% fall in both metro and regional television and a smaller 2% fall in subscription TV’s advertising revenues.

The fastest growing area appeared to be digital advertising exchanges which grew by 100%, while ad networks fell by 5%. Online video advertising grew by 11% to just over $100m. As a sector, digital grew by 14%.

Radio also had a solid year, with 7% growth in metro radio and 4% growth in regional, with the sector being worth a total of around $580m, taking it past newspapers in relative size.

Overall, media spend increased by 1% to $7.1bn, according to the SMI data – the fifth consecutive calendar year of market growth.

FACEBOOK COLLECTIONS, COMPETITOR TO SNAPCHAT DISCOVER, IS ON THE WAY

TechCrunch: Facebook is coming for Snapchat—specifically, Snapchat Discover—via the development of a

new publisher program. The social network is reportedly asking publishers to create more content for them within a new feature called Collections. The feature would include curated stories from individual publishers that would appear in Facebook’s News Feed.

MOBILE BRAND SPECIALIST KARGO LAUNCHES IN AUSTRALIA

Mobile brand advertising specialist Kargo is to open its doors in Australia, with its launch team unveiled last week. Kargo claims to be “invitation only” in which publishers and advertisers it works with, on what it says are only as premium content sites. Among the brands working with Kargo are Unilever, P&G and L’Oreal, while publishers include Bauer, The New York Times and CBS Interactive.

GOOGLE CONTINUES PUSH AGAINST BAD ADS: 1.6BN REMOVED IN 2016

AdNews: Google has allegedly tightened policies and created new technologies in its fight to abolish “bad” and scams ads, with its blog suggesting it has removed 1.6b ads from the internet in the past 12 months.

The digital advertising company, which receives 90% of its revenue from advertisers has revealed in its blog that it is actively tackling the “bad ads” that “promote illegal products and unrealistic offers” or “trick people into sharing personal information and infect devices with harmful software.” Google allegedly disabled more than 5m payday loan ads following the introduction of its new payday loan policy in July 2016, as well as disabled 112m ‘trick to click’ ads – ads which scare users with system warnings – by using “beefed up” technology. Among the results, Google also claims to have removed 68m bad ads for illegal pharmaceutical products, up from 12.5m ads removed in 2015, as well as 17m ads promoting illegal gambling.

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Google introduced an AdSense misrepresentative content policy in November last year to tackle website owners using the company’s AdSense platform, who were misrepresenting themselves and deceiving users with content.

The AdSense misrepresentative content policy targets fake news sites, sites trying to obtain personal data and plagiarised term papers.

The blog claims Google has reviewed 550 sites since the policy was introduced, and has taken action against 340 which violated policies, with almost 200 publishers being removed from its AdSense network. Google also said it is managing ads that self-click, promote malicious websites and “tabloid cloakers”, that attempt to use timely topics to attract consumers; however, it is not clear whether it can pull ads from websites that are not obviously flagged.

AUSSIE NETFLIX SUBSCRIBERS STILL WATCH (SOME) FREE TO AIR BUT IT’S A WORRY FOR ADVERTISERS

B&T: There’s no denying the popularity of Netflix since it launched in Australia this time last year. One in four Aussie households are now subscribers, an estimated 5.8 million Australians aged 14-plus now have access to the SVOD service via 2,268,000 household subscriptions.

However, a new study by Roy Morgan into the free-to-air (FTA) viewing habits of Australian Netflix users has found that, typically, subscribers were never big watchers of commercial TV even before the arrival of Netflix.

The study found 18% of Netflix subscribers are “heavy” watchers of FTA (classified as more than three hours on a normal weekday), and another 20% watch a “medium” amount of two to three hours. 42% watch less than two hours’ worth,

and the remaining 20% say they don’t watch any at all on a regular Monday to Friday.

But in better news for Seven, Nine and Ten, 70% of Australian households don’t have Netflix. Among them, 27% are “heavy” FTA viewers, 21% are “medium”, 37% are “light” and only 16% watch none on a typical weekday.

Commenting on the study, Roy Morgan CEO Michele Levine said: “Netflix finished 2016 in almost 2.3 million Australian homes. Commercial TV networks (and their advertisers) are right to be concerned about the popularity of SVOD, and how much attention it will ‘steal’ from free-to-air television.

“Many Netflix subscribers, especially in the early days, weren’t big viewers of commercial TV – so the industry wasn’t necessarily losing audiences it had to begin with. Heavy commercial TV viewers remain the least likely to have Netflix – however subscriptions among this group have grown over 50% in 2016, faster than any other viewing segment.

“Free-to-air networks, industry bodies and advertisers must now pay closer attention to SVOD subscription rates and usage habits among their heaviest viewers.

ANNUAL BRAND RANKINGS SEE GOOGLE, SUBWAY AND NETFLIX AMONG THE TOP SCORERS

Google, Subway, Toyota, PayPal, AAMI and Aldi are the top brands in their categories in the latest YouGov Brand Index Rankings for 2016. The annual rankings are based on YouGov Brand Index’s ‘Buzz’ score, which asks respondents, “If you’ve heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?”

Google took out the number one ranking with a Buzz score of 26.1, with its video-sharing subsidiary YouTube coming in second with a 25.4 Buzz score. Third was supermarket behemoth Aldi with a Buzz score of 24.5, followed by local hardware chain Bunnings, which posted a Buzz score of 22.0, and Toyota, which recorded a 21.3 Buzz score. PayPal (21.2), Netflix (20.9), Coles (20.5), Facebook (20.5) and Kmart (19.7) rounded out the top 10 brands in the rankings.

PETS AND MONEY AMONG NEW VERTICALS PLANNED FOR PEDESTRIAN TV

Pedestrian TV is set to dive into five new areas this year with the launch of new verticals covering luxury, money, food, gaming and pets. The new verticals will feature dedicated environments across the Pedestrian.TV website, featuring in-depth editorial coverage, video and commercial partnerships. Verticals will include Pedestrian Luxe, Pedestrian Bites, Pedestrian Travel and Pedestrian Pets.

NEW STUDY: AUSTRALIANS SPEND 3.4 HRS OF THE DAY WITH AUDIO

B&T: Australians spend 3.4 hours a day listening to audio according to the inaugural, Australian-first ‘Share of Listening – Australia’ study, a universal view of how Australians are consuming and listening to audio. The Share of Listening – Australia study aims to provide a

Automotive QSR Retail1 Toyota 1 Subway 1 Aldi2 Mazda 2 HJ's 2 Bunnings3 Mercedes-Benz 3 BoostJuice 3 Coles

Electronics Financial Telecoms/PayTV1 Apple 1 PayPal 1 Netflix2 Dyson 2 Visa 2 Foxtel3 Samsung 3 Mastercard 3 iTunes

Insurance Internet Travel1 AAMI 1 Apple 1 Qantas2 NRMA 2 iPhone 2 Emirates3 Youi 3 iPad 3 Virging

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complete and constructive audio snapshot of listening behaviour, including total time spent listening, share of individual channels and devices, mapping listening behaviour by time of day, location and activity. Commissioned by Pandora the study will be conducted twice a year to explore the current listening behaviours of Australians.

The study found that while traditional radio still has a 52% share of listening, streaming services, such as Pandora, have captured 11% of the market in just three years, jumping to the number three listening choice ahead of online music videos and traditional music television. The research also shows that music streaming is changing listening behaviour. Music streaming consumption is consistent throughout the day and especially evenings with a core 14 to 39 year old demographic, while radio leads during the morning commute and skews to an older audience of 40 to 69 year olds.

“Whilst traditional radio still commands a large reach, the advent and uptake of music streaming is delivering incremental audiences for advertisers. The research found that one in three millennials do not listen to traditional radio in a given week. It’s a compelling look at current listening habits,” Pandora ANZ director of business development Rick Gleave said. Average time spent listening is stronger for streaming services versus traditional radio across all demographic groups. Pandora is the number one streaming brand for average time spent listening, according to the study.

More than one in 10 Pandora listening occasions were over three hours long, compared to one in 20 for other streaming services. The majority of traditional radio listening is in the car during the commute, however, streamers listen throughout the day across multiple devices. In addition, 83% of Pandora listening occasions are on mobile (compared to 72% for the total streaming market).

GOOGLE VOICE LAUNCHES WITH GROUP CHAT, PHOTO SHARING & MORE

TechCrunch: This week Google launched a refreshed version of its VoIP calling service on mobile and the web. The update has given the product a more modern look and feel and includes new features including support for photo sharing, group conversations, multi-lingual voicemail transcriptions and more. With conversations staying in one continuous thread and separate tabs for text messages, calls and VM, the new Google Voice feels more like a viable alternative to your default messaging client.

OPTUS OFFERS FREEBIES TO CUSTOMERS WHO WATCH ADS

Optus has followed in the footsteps of Lebara Mobile by offering users free data in exchange for watching ads it claims are 100% viewable.

The new Optus Xtra service will give prepaid mobile customers of the telco the chance to earn either 1GB or $2 of credit per month on their plans by having ads displayed on their phone’s locked screen.

Telcos across the world have been rolling out similar services, with Australian start-up Unlockd leading the charge in several markets, including its deal with Lebara.

Megan Forster, director of product innovation, said: “Our prepaid customers have told us they want to boost their data but are also budget conscious. By giving customers the option to earn extra data through watching ads, Optus is enabling them to enjoy more of what they love, without spending an extra cent.”

The ads will be full-screen executions or pop-ups which can be pressed to play a video, with a press release saying they will be “served within a mobile phone’s most intimate environment, the Optus Xtra lock screen format lets brand advertisers target highly-engaged audiences, where they are guaranteed a full screen creative canvas and 100% viewability.”

$5M FOR 30 SECONDS…. YEP, TOTALLY WORTH IT

Mumbrella: The global marketing boss of Casella Family Brands has said the $5m investment in a 30 second ad for Yellow Tail Wine, was “absolutely” worth the expected 85% viewer reach at the Super Bowl.

Casella Family Brands bought individual media slots in 70 markets across the US, making Yellow Tail the first wine brand to advertise at the US’ largest sporting event in forty years.

The brand was able to find a loop hole to Anheuser-Busch InBev’s exclusive alcohol ad rights, which prevent other alcohol brands from placing national ads during Super Bowl, through regional media buys.

When asked whether or not the US would understand the Australian humour in the ad, Coleman said script lines were tweaked to suit the American audience. “We’ve been really aware of the cultural differences and that’s why we’ve done a full process, including some qualitative research.”

Coleman said the brand will measure its success based on health metrics including brand awareness and spontaneous awareness and should they meet expectations, the brand will consider the 2018 Super Bowl.

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AUDI WI-FI TECH-HACK

Audi hit the New York Auto Show in March with an insidiously clever tech hack. It set up a bunch of free Wi-Fi networks—Wi-Fi is hard to find at auto shows- and gave them names that doubled as ads for the A4 (and as attack ads on BMW’s 328i as

well). The stunt was a modern version of challenger advertising, where a superior product takes on the old standard.

REEBOK: ARE YOU FAST ENOUGH?

Back in February in Stockholm, Reebok put up an outdoor ad equipped with a built-in speed cam and tracking technology to measure pedestrians’ pace. Anyone who ran past the ad faster than 17 kilometers per hour unlocked a brand new

pair of ZPump 2.0 shoes. PR was massive and sales increase was above targets.

IKEA: 25 SQUARE METERS

Those shopping for the comforts of home at an Ikea in Norway were confronted firsthand with the difficult living conditions in Syria. Next to its typical showrooms, Ikea built a replica of a real Syrian home—25 square meters of cinder

block walls and meagre furnishings. Furniture tags asked for Red Cross donations.

ELEVATION PICTURES: SNOWDEN BILLBOARD

To promote Oliver Stone’s film Snowden, about NSW whistleblower Edward Snowden, Elevation Pictures put up an OOH billboard that spied on pedestrians in Toronto and streamed footage of their movements on the street. Almost all those

filmed looked around to see if there were other cameras spying on them, very telling.

COUGHING BILLBOARD

As part of a new anti-smoking awareness campaign in Sweden, the ad agency Akestam Holst has installed a kiosk in Stockholm’s busy Odenplan square. Whenever a person lights up near the billboard, which is outfitted with a smoke detector, a virtual

man will produce a nasty, barking cough on-screen. Check out the video: https://www.youtube.com/watch?v=_Uj-MMAys4M

COCA COLA: RECORDED MESSAGES IN A BOTTLE CAP

Coke designed a limited-edition bottle for the holidays that let people record messages that can then be played when the cap is turned. The bottle’s built-in technology allows people to record for up to 30-seconds. The bottles were sold

at limited outlets and distributed among selected influencers.

IKEA: NAMES PRODUCTS AFTER GOOGLE SEARCHES

“Retail Therapy” puts Ikea’s “Where Life Happens” campaign into blunt action with a website where products are renamed to match common Google searches in Sweden.

It’s a cheeky SEO play, but these aren’t just any queries. Each refers to a relationship problem and is tied to a product that can ostensibly solve it. Check the video out.

https://www.youtube.com/watch?v=ZPpqJqfjBks

UNI OF MELBOURNE: MADE POSSIBLE BY MELBOURNE

An incredible example of McCann Melbourne work we are very proud of, this campaign set to build awareness for the ground-breaking research being undertaken by multiple faculties at the University that will have positive effects globally.

Despite being Australia’s number one university and a highly respected institution globally, there was limited awareness around the University of Melbourne’s commitment to research

and public contribution. Rather than a traditional, above the line media spend, we used

an activation led approach, which saw us turn the city into a free exhibition of world-changing research ‘Made possible by Melbourne’. Running through the month of November 2016, exhibits which highlighted different pieces of research were placed within the city’s free tram zone.

The exhibition was accompanied by a digital audio guide narrated by ABC’s Libbi Gore accessible through mobile, a virtual map, a free cycling tour and a pop-up cafeteria offering research you could eat and drink.

This was supported by geo-location mobile advertising, social media, static and digital out of home, tram and train media, and a microsite containing in-depth podcast interviews with the researchers, films and articles.

This microsite led to the University’s online content hub containing over 300 real world research breakthroughs. Check out the video here:

https://www.youtube.com/watch?v=mDfM8xEeFN4&feature=youtu.be

TV2 DENMARK: THE BOXES THAT DIVIDE US

A beautiful TV spot from TV2 Denmark. Very timely messaging considering the mayhem going on around us at the moment.

Check it out, it’s 3 minutes of greatness…

https://www.youtube.com/watch?v=jD8tjhVO1Tc

A WHOLE PAGE OF COOL STUFF BRANDS DID IN 2016…..

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Got questions? Contact McCann Melbourne: jane.walshe@mccann.com or McCann Sydney: lyndell.sawyer@mccann.com

MCCANN WORK FROM AROUND THE GLOBE

‘Half a House with Faster Internet’ in new Verizon work by McCann NY

Tiny houses are becoming quite trendy these days. Such is depicted in McCann NY’s new spot for Verizon Fios of a family

living in a “half house” and everything is half the size–half bathroom, half kitchen, half hallway–with the exception of their Internet because they have Fios. Check out the spot here:http://creativity-online.com/work/verizon-verizon-fios--half-house/50652

Playnasium for YMCA Victoria from McCann Melbourne

Concept, design and production from McCann Melbourne, an exciting twist on your everyday gym equipment. Parents

can now workout whilst simultaneously playing and bonding with their kids. The three pieces of YMCA Playnasium equipment - the row-row-row machine, the pec-a-boo and the pull upsy-daisy - have been designed for families with young children (aged 0-7) to make exercise easy and fun.https://www.youtube.com/watch?time_continue=10&v=7aENgYJEtZw

Lego Batmobile for Chevrolet: McCann Detroit

A campaign in conjunction with Warner Bros. to promote The Lego Batman Movie, coming out in February. McCann

Detroit created this ad that plays just like the regular Chevy ads but features a group of Lego mini-fig people being shown the Batmobile and asked what kind of person they think would drive such a car.https://www.youtube.com/watch?time_continue=11&v=Ezm-VUI4PpA

Laser or L’Oréal: McCann Melbourne

It was recently reported that Australia now spends more on cosmetic procedures than the US; around $1bn annually. L’Oréal

needed to prove that you can get results without the pain with L’Oréal Revitalift Laser x3. We conducted a four week experiment which provided the ultimate side-by-side comparison resulting in fantastic campaign results. See for yourself!https://www.youtube.com/watch?v=271eHfZ0UqI&t=2s

Australian Republican Movement: McCann Melbourne

The Australian Republic Movement launched a campaign on Australia Day to put an Australian republic back on

the national agenda. The online video, created by McCann Melbourne, showed everyday Australians trying to sing “God Save the Queen” to symbolise the outdated relationship between Australia and the British Monarch. A special website was also created where Australians could declare their independence from the monarch and support for a republic.https://www.youtube.com/watch?v=2RQ_M55Jhaw

Nestle and Project Nanhi Kali: McCann India

Nestle and Project Nanhi Kali’s initiative ‘#EducateTheGirlChild’ has released a film that looks to push change in Dhusra,

a village in Jharkhand. Chandrasekar Radhakrishnan, SVP, communications and e-commerce, Nestlé - South Asia, said, “The objective of our campaign is to sensitise and draw attention to the fact that society needs to embrace collective responsibility in ensuring that more girls have the opportunity to pursue education. Educating the girl child has a much larger impact. Not only does education improve the lives of the girl child, it also brings positive changes to their families, communities and economies.”https://www.youtube.com/watch?v=e9xYW3JTHxM

Alibaba: launches VR & AR shopping experiences

CMI Online: Alibaba’s Singles’ Day (11.11) is the world’s biggest online retail event: in 2016, the platform reported facilitating

USD $17.8 billion of transactions in a single day (by contrast, the entire US retail market’s 2015 Black Friday takings were estimated at USD $10 billion, online and offline!). 2016’s Singles’ Day saw Alibaba launch Buy+, a virtual reality shopping experience. The demo video shows how Chinese shoppers could be transported to – and shop in – Macy’s in New York. The platform also launched an augmented reality shopping game ‘Catch a Cat‘ for its Tmall platform, similar to Pokémon Go. Indeed, anyone interested in the VIRTUAL EXPERIENCE ECONOMY should keep watching China, given its position as a VR early adopter.

IN SHORT...

Uber, Apple, Google, Airbnb slam Trump’s immigration ban

Seven sees 3.6M viewers for Men’s Final Tennis

MKR viewers top grocery spending among reality TV audiences

Seven cancels X-Factor forever

Snickers plans first 100% live Superbowl ad this year

Telstra, CommBank and ANZ top list of Australia’s most valuable brands

Study says Gen Xers Are More Addicted To Social Media Than Millennials

AD FAIL CORNER

Great marketing stunt or vomit-inducing fail? When Alex and Richie descended into a chocolate filled bath on The Bachelor it shocked the nation. Opinions are mixed as to whether this was clever of Lindt or a particularly gross fail. Whatever your feeling, it certainly caused a stir!