Beer, banks, boats – and the key to campaign success

Clever creative executions, relevant editorial content and an engaging environment is the recipe for influencing consumers, young media agency staff heard this week at a seminar run by the Media Federation of Australia.

The Newspaper Works’ research and insights manager Brian Rock fronted a room of around 50 up-and-comers on Wednesday as part of a GREAT Case Studies session run by NGEN, the MFA’s program designed to encourage and inspire workers who have been in the industry for less than five years.

Environment, audience and content are the three pillars for a successful advertising campaign, Mr Rock said, demonstrating with several powerful newspaper campaigns he dubbed “Beer, Banks and Boats”.

“It applies to any medium,” Mr Rock said, “but newspapers are a great case study because of their influence in a community.”

Carlton Mid beer took advantage of the strength of regional newspapers to grow its 20 per cent market share. It launched a competition, “Rich Fish”, in titles across Townsville, Rockhampton and Bundaberg, creating ads and editorial centred around a hobby local men were proven to love: fishing.

With 27,000 entries into the competition to win $100,000, the campaign resulted in an incremental sales increase of $507,000.

On a similar theme but with a different approach, outdoor and leisure retailer BCF also targeted the regional Queensland audience, which is 1.5 times more likely to be interested in boating, camping, fishing and four-wheel-driving than metro audiences.  BCF engaged print and online ads as well as native advertising, which Mr Rock said was exceptionally effective because it was genuine in its approach.

“That campaign was particularly powerful because it was often alongside genuine editorial that combined well with the advertising,” Mr Rock explained, such as articles on “glamping” tips and favourite weekend getaway locations, fuelled by reader suggestions on social media.

BCF saw a 67 per cent jump in unaided brand recall, a 63 per cent increase in revenue and a 38 per cent rise in purchase intent, as sales transactions leapt by 142 per cent.

Meanwhile, in a market dominated by the big banks, RaboDirect’s cleverly executed print wraparounds and website takeovers of mastheads, including The Australian, tripled the bank’s brand awareness and monthly deposits – equalling $1.5 billion in savings for its customers in 4 months.

Young media workers in the audience were inspired by the talks by Mr Rock and MCN’s Julie Edwards.

“I thought it was good that media was represented as well as creative. They were all campaigns I didn’t really know,” Highland Media Communication Group advertising production co-ordinator Kat Camrass said.

“The campaign for Carlton Mid was interesting because there wasn’t very much branding in the ads –people got on board just because it was a really great competition.”

Print also caught the eyes of the agency young guns.

“The print aspect was really interesting – the creative was really cool, like the [Rabobank] wraps,” media co-ordinator at HM, Emily Savage said.

HM produces a lot of print ads for their cosmetics clients, Ms Camrass said. “People really like to browse leisurely through print, so it’s a good medium for [cosmetics brands].”

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