SBP 072: The Barber's Brief - May 23, 2024
Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week. We hope you enjoy the show! Our Hosts: Marc Binkley - https://www.linkedin.com/in/marcbinkley/ Vassilis Douros - https://www.linkedin.com/in/vassilisdouros/ Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ In The News Red Lobster Filing bankruptcy because of shrimp https://www.cnn.com/2024/05/20/business/what-went-wrong-at-red-lobster/index.html Netflix is Launching Its Own Adtech https://www.adexchanger.com/tv/netflix-is-launching-its-own-ad-tech/ Creatively awarded ads have average effectiveness https://www.thedrum.com/opinion/2024/05/21/creatively-awarded-ads-once-effective-are-now-officially-average Marketing Week - Tighter budgets and effective choices https://www.marketingweek.com/tighter-budgets-effective-choices-your-marketing-week/ The Marketing Moment Effectiveness of Tourism Australia's award-winning 'Dundee' ad - Mark Ritson Link: https://www.youtube.com/watch?v=ZHgfp83k-10 Background Big Insight - Strategy Before Tactics 2007 - 2017 Tourists visiting Australia was up 11% BUT The increase of Americans visiting was much smaller - up 1.3% The big challenge was the barriers to travel relative to the competition Australia has high levels of awareness & a desire to visit But the big problem was intention Relative to the UK, France, and Italy Americans had ½ of the intention to visit down under Barriers include High travel costs Length of flight Not enough time to travel Campaign Strategy Communication Objective: Increase traveller intention Business Objective: Grow US Spend from $3.7B to $6b by 2020 Target: High Value Traveller (higher spend & frequency) Positioning - A beautiful place to meet refreshingly irreverent people Campaign Looked like a paid parntership for a new movie Son of Dundee movie trailer release in 2018 with Danny McBride Superbowl release trailer #2 with Danny & Chris Hemsworth Started promotions characters & partners like Quantas Airline videos addressing many of the questions preventing Americans from travelling Results Most viewed ad in the Superbowl Won a gold Effie Intention increased by 83% 13% increase in bookings from American tourists 1 year in Ad of the Week Samsung swipes at Apple over controversial ‘Crush!’ ad for iPad Prohttps://www.marketingdive.com/news/samsung-apple-controversy-crush-ad-ipad-pro/716431/Samsung Video: https://youtu.be/v1YuCMHTGd4 Original Apple Video: https://www.youtube.com/watch?v=ntjkwIXWtrc Samsung’s Response: Samsung released an ad titled “Creativity Cannot be Crushed” as a rebuttal to Apple’s controversial “Crush!” ad for the iPad Pro. Ad Details: The Samsung ad features a musician finding a battered guitar in the aftermath of the Apple ad and playing music with the help of a Galaxy Tab S9. Apple’s Apology: Apple apologized for the “Crush!” ad, which was criticized for being hostile to creativity, and halted its TV run. Industry Reaction: The quick execution of Samsung’s ad highlights the need for marketers to respond swiftly to social media trends and conversations. Noteworthy: Following this story’s publication, a spokesperson for BBH USA confirmed Samsung’s “Creativity Cannot be Crushed” ad is running on social channels and does not have paid media support.