5 Brands That Didn’t Go On Holiday

5 Brands That Didn’t Go On Holiday
SHARE
THIS



In just a few short weeks we’ll be heading outside to bask in the penetrating heat. With smartphones hiding in bags to avoid the sand and laptops too glarey to take out in the sun, Aussies are in for some decadent rest and relaxation.

However there’s no reason brands should also take a break from catching the eyes of passersby during the summer months. As Henry Ford said: “A man who stops advertising to save money is like a man who stops a clock to save time.”

Last year marketing director for Streets Ice Cream, Anthony Toovey, told Australian Traveller the summertime meant a 150% spike in sales for his brand and, not surprisingly, the CEO of swimwear brand Seafolly, Anthony Halas, says he sees a sales jump of 20%.

Retail spending increases monthly according to Nielsen and the Australian Bureau of Statistics, however data from the Standard Media Index (SMI) shows total ad spend decline during the warmer months.

OMA Graph correct

Sources: Retail Spend is ABS Retail Trade information, using the average of 2010-2013 seasonally adjusted figures. Retail Trade includes; food retail, household goods, clothing, footwear, personal accessories, department stores, books, pharmaceutical, cafes, restaurants and take away. Total Media Spend uses SMI data and shows the share that month is of the total year spend e.g. September is 9.0% of the total year.

The Outdoor Media Association (OMA) argues this is the best time to get your brand outdoors, as this is where everyone actually is.

“This is a great opportunity for advertisers, in that summer is an uncluttered time of year for media in general, and the perfect time to use outdoor,” says Charmaine Moldrich, chief executive of the OMA.

“We conducted an Omnibus survey to find out more about how behaviours change over summer and the results were not surprising. People spend more time shopping, eating out and visiting friends. They spend less time watching TV and less time online.”

Out of the 1500 respondents from the Omnibus survey, 54% said they notice outdoor advertising more over summer. People 18-24 have the highest awareness with 63% saying they notice outdoor more over summer, and people with kids are next at 61%.

It’s not all beaches and cricket though, people are still going to work; but the study suggests peoples’ behaviour changes during these sunny months and this is why brands need to get out there and not take a break during the holidays.

Five companies overseas have capitalised on the outdoor audience and have made sure their brand isn’t off sunbathing in the Bahamas.

1. McDonald’s

McDonald’s is a brand that rarely goes on holidays, and this summer it launched a simple campaign in Paris. The French Maccas worked with agency TBWA to enlarge and simplify the burgers, fries and ice cream into icons.  The icons appeared on more than 2700 outdoor displays across the country.

Image via the OMA

Image via the OMA

2. Art Everywhere

Outdoor media providers in the US brought art to the people this summer with the ‘Art Everywhere’ campaign, a public celebration of great aesthetically pleasing pieces, bringing them to life on outdoor advertising panels such as billboards.

art-everywhere-us-hed-2014

Images via AdWeek

art-everywhere-us-1

3. Sky Sports

Realising less people watch TV during the summer, Sky sports worked with UK media provider Rapport for its ‘Summer of Sky’ campaign in June this year. According to the Rapport blog, it’s the fourth time Sky has pushed its campaign during the hotter months.

Image via Rapport blog

Image via Rapport blog

4. Magnum Ice Cream

The ice cream indulgence is a favourite in the hotter months and numerous brands and outdoor providers have jumped on this. JCDecaux in Amsterdam celebrated ’25 years of pleasure’ for ice cream brand Magnum. The summer campaign gave the sweet treat lovers a chance to get creative and personalise their own Magnum.

Image via JCDecaux

Image via JCDecaux

5. AXA Insurance

When Mexico surpassed the USA in obesity, Outdoor provider JCDecaux, insurance company AXA and charity Un Kilo de Ayuda took the workouts outside.

Axa – Bad Kilo, Good Kilo (The Calorie Billboard) from julien sens on Vimeo.

The weather is definitely getting hotter, hell, you may even be able to wear shorts soon, so brands need to start playing in the sun.

“It’s common sense, really. Of course people are spending more time out and about with the longer, warmer days. They are also spending more time traveling and shopping as they have more leisure time. All of which are prime places for outdoor advertising,” says Moldrich.

“We have seen advertising spend decrease at this time for over 10 years, it’s as if advertisers are sending their brands on holidays when it is actually the best time to be out there on out-of-home, broadcasting to a relaxed and cashed up population.”

Find out more at www.summerwillnotbetelevised.com.au

Latest News

Domino’s Names New CMO For Australia & NZ
  • Marketing

Domino’s Names New CMO For Australia & NZ

It's been absent from the B&T newsletter for a little while, but the classic stock handshake image is back, people!

by B&T Magazine

B&T Magazine
Starts At 60 Makes Two Executive Appointments
  • Media

Starts At 60 Makes Two Executive Appointments

Mature-age media platform Starts at 60 has welcomed two new leaders to its executive team as it looks to scale up and broaden its commercialisation. Amena Reza (pictured above, right) moves into the role of chief operating officer. She was formerly the managing director of ML Design, and is a chartered accountant and a non-executive […]

HubSpot Creates ‘Marketing Hub Starter’ For Small Businesses
  • Marketing
  • Technology

HubSpot Creates ‘Marketing Hub Starter’ For Small Businesses

Marketing software player HubSpot has launched Marketing Hub Starter, a new software offering that aims to give growing teams the tools they need to start marketing right. This new tier of HubSpot’s platform is designed with small businesses in mind, consolidating the capabilities of existing disparate marketing tools into one platform and offering an affordable […]

Market Research Industry Cracks Down On Shonky Behaviour With New Digital Platform
  • Marketing

Market Research Industry Cracks Down On Shonky Behaviour With New Digital Platform

The Association of Market and Social Research Organisations (AMSRO) has launched a digital platform to highlight fake or illegitimate research activities to the public. ‘Phish of the Day’ enables AMSRO members, as well as the general public, to report any scams or non-genuine market and social research activities to the association. These might include telemarketing […]

Pooled Energy Appoints Magnum & Co And The Wired Agency
  • Advertising
  • Marketing

Pooled Energy Appoints Magnum & Co And The Wired Agency

Swimming pool electricity retailer Pooled Energy has appointed Magnum & Co and sister agency The Wired Agency to its roster, following a competitive pitch. Magnum & Co will handle Pooled Energy’s social media and PR, while The Wired Agency has been appointed to manage the company’s search and display advertising. Both agencies will collaborate with […]

Masculinity Roasted In Clever New Ad
  • Advertising
  • Campaigns

Masculinity Roasted In Clever New Ad

Think masculinity means drinking a case without chundering? Well, rediscover it (& possibly yourself) with this top ad.

by B&T Magazine

B&T Magazine
WPP AUNZ Partners With Career Trackers Indigenous Internship Program
  • Advertising

WPP AUNZ Partners With Career Trackers Indigenous Internship Program

Advertising and marketing network WPP AUNZ has joined the Career Trackers Indigenous Internship Program as part of its commitment to a diverse workforce, and the creation of opportunities that inspire excellence. As part of the program, WPP AUNZ has welcomed its first three interns: Abi-Leigh Dillon (WPP AUNZ), Amy Mccutcheon (MediaCom) and Jacinta Evans (Ogilvy), […]

Taboo Goes On A Hiring Spree
  • Advertising

Taboo Goes On A Hiring Spree

Taboo has gone a hiring spree. And when it comes to sprees, that's far better than a shooting one or a farting one.

M&C Saatchi Group’s 1440 Shuts Up Shop
  • Marketing

M&C Saatchi Group’s 1440 Shuts Up Shop

Sadly, M&C Saatchi's 1440 is no more. And chances of it being reborn as 1550 not looking much chop either.

by B&T Magazine

B&T Magazine
Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine
APN Outdoor Takes Off With Queenstown Airport Contract
  • Advertising
  • Media

APN Outdoor Takes Off With Queenstown Airport Contract

Out-of-home media business APN Outdoor has won the tender for New Zealand’s Queenstown Airport. As part of the new agreement, APN Outdoor has flagged extensive development plans for Queenstown Airport’s advertising assets. The new contract adds Queenstown Airport to APN Outdoor’s existing portfolio of Auckland and Christchurch Airports. The media company will hire a South […]