brand partners

Lynx Spreads the Love in Australia with Red Cross Tie-Up

Posted by Sheila Shayon on March 6, 2014 10:58 AM

Continuing its crusade for peace, Unilever's Lynx brand of body sprays and deodorants (Axe in the US) has teamed up with the Australian Red Cross Blood Service to encourage fans to donate blood in advance of World Blood Donor Day on June 14. 

Looking to solicit 85,000 pledges to donate, the brand is using the tagline "Love Is In Your Blood," a spin-off of the Peace campaign's "Make Love Not War" mantra that was launched during the Super Bowl

“More so than ever young people care deeply for the future and it is the purpose of brands with large scale and reach to be a force for positive social change,” Lynx Marketing Director Jon McCarthy told Mumbrella. “Lynx has always stood for bringing people together in the name of love and in partnership with the Red Cross Blood Service we want to give people the chance to make a selfless expression of love and donate blood.”Continue reading...

viral buzz

Watch Sydney Mardi Gras GAYTMs Disperse Cash, Rainbows

Posted by Abe Sauer on March 5, 2014 01:42 PM

It's not an ATM. It's a GAYTM! To celebrate Sydney Mardi Gras, the annual (and largest of its kind) LGBTIQ pride parade, national bank ANZ converted a number of its bland ATMS around the city to flashy "GAYTMs."

Get it!? As the principal sponsor of the gay pride event (an impressive feat for such a staid industry like banking), ANZ's GAYTMs disperse both cash and life-affirming messages. Receipts are, of course, rainbow-colored. Even Star Trek actor and gay activist George Takei took notice.

See a video of the GAYTM in action after the jump.Continue reading...

place branding

Brand USA Explores New Opportunity with Australian Campaign

Posted by Mark J. Miller on February 17, 2014 02:12 PM

Australians love to visit the United States, apparently. Travel from the Land Down Under to the States is at an all-time high and it is currently the ninth largest international market for America.

In hoping to keep that relationship going, Brand USA, the four-year-old public/private partnership charged with showcasing America to overseas tourists, has launched its first campaign in Australia, throwing $1.5 million into the effort.

The campaign features Rosanne Cash, the daughter of Johnny Cash, singing an original song with her band under the Brooklyn Bridge intercut with scenes from across America. 

“Brand USA’s goal is continue to sustain and grow this market by showcasing to Australians the limitless possibilities that are on offer in the United States,” said Joe Ponte, strategy director for Brand USA in Australia, according to Mumbrella. “It’s not just a once in a lifetime holiday destination; the US offers a lifetime of holidays and that’s what we’ve tried to portray in this first TV commercial.”Continue reading...

campaigns

Dumb Ways to Die Goes Plush for Public Safety Campaign Extension

Posted by Mark J. Miller on January 21, 2014 03:46 PM

Last year, the marketing and advertising industry went nutty over Metro Trains Melbourne's "Dumb Ways to Die" cross-platform campaign by McCann Australia. The public safety campaign, which went viral thanks to a catchy song for its PSA ads, online game and addictive mobile app, took home top honors at Cannes Lions and continue to collect accolades, have now inspired a curious new line of products.  

Melbourne Metro has announced it's keeping the love going with a line of plush merchandise that is based on the characters in the campaign, and will be sure to appeal to kids of all ages in the same way that Uglydolls became a staple of dormitory rooms worldwide.

"We never set out for this to be a goal and it certainly didn't factor into anything around determining the creative," Metro General Manager-Corporate Relations Leah Waymark told Ad Age. "But countless people asked, 'Where can I get the t-shirt?' We had a lot of people who produce items approach us, from t-shirt makers to toy makers, to people who wanted to produce TV shows. But we narrowed it to what we thought would be most important, and that's the brand integrity."Continue reading...

With Global Nod, Ford Unveils Quintessentially American New Mustang

Posted by Dale Buss on December 5, 2013 11:45 AM

The new Ford Mustang is here, and for the first time ever, the half-century-old global icon of American-style automotive freedom has a global face. Ford officially launched its streamlined, modernized, sixth generation of the pony car today not only in its hometown of Dearborn, Mich., but also in New York, Los Angeles, Barcelona, Shanghai and Sydney.

On a day when (ironically, or deliberately, or both) cross-town rival GM announced that it was taking Chevrolet out of Europe and therefore diminishing its plans to make Chevy a global brand, Ford made sure that the formal launch of the long-awaited 2015 Mustang was a truly worldwide event.

In a first, the latest Mustang will be sold in Europe despite having remained very much an American project, Bloomberg said. Ford executives have shrugged at the thought of any risks that the car will be a tough sell in markets where it’s never competed.Continue reading...

cocktail hour

All the News You Can Drink: Beer Vendors Struggling, Cerebral Palsy Ale, Australian Wine Dump and more

Posted by Mark J. Miller on July 19, 2013 05:11 PM

Cubs’ Beer Vendors Hurting Like the Team

As the second half of the Major League Baseball seasons gets underway Friday, the Chicago Cubs are one of the worst teams in pro baseball. Dwindling attendance and down-trodden fans are having an effect on the club’s beer vendors.

Beer sales have been slipping for years at Wrigley and this one is no different. One vendor told ESPN that he’s down 15 percent in total earnings so far this year compared with last year. He’s had some games this year where he only sold two or three beer loads, which was once thought as ridiculously low. It doesn’t help that the club (and every other pro-sports team) keeps raising the price of a cup of beer (now $7.75 for Budweiser and Old Style products) and that people aren’t bothering to show up for games even when the tickets have already been purchased.

While the Cubs continue to be considered “loveable losers,” the vendors wouldn’t mind if the team decided to win a few. "People want to be attached to a winner," part-time vendor Nicolas Zimmerman told ESPN. "So when the Cubs start winning again, this will probably be the place to be again. But now, it just isn't."Continue reading...

ready for takeoff

Singapore's Tigerair Strives for Renewed Reputation with Rebrand

Posted by Adeline Chong on July 9, 2013 01:07 PM

In Asia, the tiger is highly revered and seen as a symbol of strength, power, courage and energy. With its recent makeover and steps taken to improve its operations and customer service, it appears that the newly minted Tigerair intends to uphold the symbolism behind its name, leaping tiger in its logo or not.

The low-cost, Singapore-based carrier formerly known as Tiger Airways announced its rebranding earlier this month, complete with a new, more subtle logo and a renewed approach to consumer relations. The airline will now allow passengers to make changes to bookings online and have also announced mobile and web check-in for all passengers—services already widely available on competing low-cost carriers like Air Asia. The carrier hopes to get a leg up on competition though with its new call center—an ammenity that other airlines don't offer in the region—to field customer inquiries and opinions.

Tigerair CEO Koay Peng Yen told brandchannel, “We hope to be able to better connect with our customers through our new brand personality—warm, passionate and genuine. We will also strive to deliver more positive experiences to our customers by improving our service quality.”Continue reading...

brand innovation

Microsoft Unites Rugby Fans with Skype-Enabled 'Hole in the World' Activation

Posted by Mark J. Miller on June 28, 2013 02:36 PM

Sports rivalries can get pretty intense when fans take to the streets, but Microsoft has found a way to make a series of rugby matches between Australia and Wales into not just a peaceful exchange between rivals, but one of the coolest fan interactions ever.

To celebrate a series of matches between the Australian and UK rugby sides, the Seattle-based tech brand is using its Skype technology to enable a virtual "Hole in the World" that allows supporters from both countries to look into an eight-foot-wide “hole” and see fans from the other side, in real-time, thus creating an opportunity for exchanges between the two groups.Continue reading...

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