Hydralyte has debuted its first work with Five by Five Global – an TVC called ‘Drench your Thirst’ which employs hyperbole to amplify the impact of the rehydration formula.
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Norwegian Cruise Line sails into ‘More’ with new brand positioning and upgraded package
Norwegian Cruise Line (NCL) has unveiled a new brand positioning, ‘MORE’, and an enhanced package, ‘More At Sea’, based on the belief that Australian travellers are seeking more from their holidays.
Golfspace grows membership 300%, drives $4m in revenue with data-driven marketing and community engagement approach
GolfSpace, a premium indoor golf experience company, has grown its weekly membership base by over 300% since January 2024, growth it’s attributing to a data-driven marketing approach that’s now led to $4m in revenue.
ACCC receives $30m boost to ramp up supermarket and retail sector investigations
The Australian Competition and Consumer Commission (ACCC) has been granted an additional $30 million in funding over the next 3.5 years to bolster its investigations and enforcement activities in the supermarket and retail sector.
Unilever drives strong brands results with inclusive advertising, backs Unstereotype Alliance research
Global FMCG giant Unilever has backed up the findings of the latest Unstereotype Alliance, which revealed that inclusive advertising campaigns can significantly boost profits, sales, and brand value by increasing sales, consumer preference and loyalty.
Enigma’s new campaign: Trading the King’s birthday for ‘The Real King’ of Queensland
Enigma, one of Australia’s largest independent agencies, has launched a new campaign for SportsPick, Australia’s favourite in-venue live sports companion for pubs, clubs, and bars. The campaign urges Queenslanders to substitute the King’s Birthday public holiday on 7 October for ‘The Real King’s’ birthday – Wally Lewis – in December. The campaign cleverly leverages unused public holiday substitution entitlements.
Aussie shoppers confused over ‘Australian Owned’ labels say local brands
A coalition of Australian food businesses, including Norco, SPC, Sanitarium Health Food Company, Mayvers and Sunshine Sugar, has formed in response to shopper confusion over ‘Aussie owned’ products. New research from Norco, Australia’s oldest and largest 100% farmer-owned dairy co-operative, reveals that due to inflation, Australian households are spending up to an extra $1.64bn in their monthly grocery shops.
Klook’s first consumer travel event set to revolutionise traditional travel Expos
Klook, the rapidly expanding travel experiences booking platform, is set to launch its inaugural consumer travel event, ‘Klook Travel Fest’, on Saturday, 30 November at Sydney’s Carriageworks. The event, hosted by singer and TV personality Faustina ‘Fuzzy’ Agolley, aims to offer travel enthusiasts exclusive discounts, prizes, and expert tips on travel hotspots including Japan, the US, and Hong Kong.
The new email: Lounge Lovers, Designstuff, Hey Bud tap SMS as the new strategic marketing channel, notch huge ROI – but can they avoid reach-driven pitfalls of the past?
Responsive rates upwards of 45 per cent against single digit email results, 100:1 ROI on spend, 37 per cent conversion rates on fast cart abandonment – the figures for why retailers say they’re increasingly leaning into SMS as a strategic alternative channel to email are stacking up. Even better: The money invested is not going into Google’s coffers and instead being used to build up the strength of their first-party data sets and insights. During the recent Attentive event in Sydney, marketing and business leaders from Lounge Lovers, Designstuff and Hey Bud spoke to Mi3 about the surprisingly full-funnel ways they’re now tapping SMS – many in increasingly personalised ways, but some even with the odd dose of spray and pray. But given the spam and email abuses of the past, will marketers be able to stop themselves from overusing SMS?
As Digital Natives edge towards becoming the inevitable majority, experience design needs to catch up
The kids are alright, mostly. The percentage of Australians who have only known a digital world is edging inexorably towards a majority, yet the digital experiences of government and business are still anchored in the messy transitional world of those who also remember a world of real things. To ensure they are delivering the best experiences, brands and governments need to take much more account of the changing relationship the community has with technology according to a report from R/GA. It’s a world already familiar to executives we spoke to at Kit (part of CommBank’s X-15 ventures) and Bendigo and Adelaide’s Up Bank.