Pulse Collective’s Lauren Fried Slams Government’s Census Campaign

Pulse Collective’s Lauren Fried Slams Government’s Census Campaign
SHARE
THIS



The federal government’s 2016 Census campaign was “lazy”, “uninspiring” and filled with errors, according to Pulse Collective founder and managing director Lauren Fried.

Appearing on Gruen (the well-known TV show on the ABC that covers everything advertising) last night, Fried slammed the 2016 census ad campaign and the problems surrounding the execution of the data gathering exercise.

Dubbed #censusfail, the Gruen panel agreed the advertising campaign had little to do with Australians taking a pause, the campaign’s tagline, and should have been more about it going online, noting that there was no mention of the online component until two thirds into the television advertisement.

“This is a very lazy and uninspiring campaign,” Fried said. “This was an opportunity to make Australia really optimistic about the future, to make them excited and not scared, and it’s not what happened.

“When you see the imagery in the ad, it’s so boring. It’s like McDonalds showing you the transaction of paying for the burger or getting your rego papers in the mail. Show me how I’m going to feel when I’ve eaten the burger or driving my car down the street with people looking at me.”

The Census was plagued with problems when its online platform suffered an outage for more than 40 hours on the night of its official launch (9 August), with many Aussies still yet to complete the survey.

“Every single person that ever touched that campaign … should have been sitting in a room together – it’s one day. If anything was going to go wrong, it was that one day,” Fried said.

“They should have had 50 different landing pages for the website in case it went down so it goes up quickly. This is basic 101 about how to talk to customers.”

Before the Census even began, questions were raised about data safety and the government has since denied the Australian Bureau of Statistics (ABS) website was hacked or attacked and any data was lost.

Fried said data is a very sensitive space and we are seeing at least one red flag about data protection in the media every day.

“So it’s ludicrous to think this was well and truly not on their radar and a priority and a critical component of their campaign,” she said.

“Where it becomes a bit tricky is when the people you are handing your data over to you don’t trust. Government and businesses that normally we don’t trust are always on the defensive. They are not on the front foot when it comes to talking about data because they want to pretend the problem doesn’t exist.

“If you want to be a member of say Priceline you have signed that off and you know they have your data. In return you get discounts and stuff for free. With the government, because we haven’t agreed to it, that’s the problem.

While the Census colour and branding has traditionally been orange, this year the government changed it to green to reinforce its digital and environmentally-friendly approach.

Fried said businesses and brands don’t change their colours without good reason, and when they do, it is based on a core value of the business.

“If you’re going to be true to that then every tactic, media, marketing has to go through that filter,” she said.

“The way they celebrated that was to light up buildings (in green) using electricity? It’s like ‘let’s celebrate Earth Hour and turn all the lights on’. It was just error after error.”

Latest News

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 […]