Ten wins the year's 'most coveted' cross-platform deal with MLA

Ten wins the year's 'most coveted' cross-platform deal with MLA
SHARE
THIS



‘Lambassador’ Sam Kekovich is set to return to screens as the face of Meat and Livestock Australia’s (MLA) annual Australia Day push with a one-hour special on Ten.

The Australia Day Showdown – You Can Never Be Too Australian is a cross-platform collaboration between Ten and DMG Australia.

Aaron Quirk, head of cross-platform sales at Ten’s cross-platform division CONNECT, said: “We are delighted to have won MLA’s Australia Day 2013 campaign, arguably the most coveted cross-platform deal of the year.”

“The Australia Day Showdown is a perfect example of CONNECT’s ability to meet our clients’ needs in targeting a youthful audience through an integrated, innovative and tailored campaign.”

The special will air on January 26 at 8.30 pm and will be hosted by Charlie Pickering as two teams lock heads over the debate topic ‘you can never be too Australian.’

Kekovich will star as a guest on the program alongside debaters Kitty Flanagan, Meshel Laurie, Tom Gleeson, Denise Scott and Lawrence Mooney.

MLA’s 2012 lamb push saw Kekovich present his ‘Address to the Nation’ and star in a music video parody of Aqua’s hit single ‘Barbie Girl’ (below).

http://www.youtube.com/watch?v=k81_KP56oL0

Mat Baxter, chief executive officer of UM Australia, said: “Every year the MLA's Australia Day Lamb brief is arguably the most hotly contested integrated media campaign amongst media owners.”

“This year CONNECT was successful because they demonstrated a really impressive understanding of the task, superior levels of creativity and most importantly a powerful approach that brings all their properties together in an organised and effective way.”

In November last year, MLA initiated a tongue-in-cheek campaign which aimed to dislodge the stereotype of Australia’s catchphrase being “throw another shrimp on the Barbie”.

Triple M radio presenter Merrick Watts starred in the push which took on the famous Paul Hogan Tourism Australia ad.

MLA released a remake of the 80s ad in an online video created by BMF in December (below).

http://www.youtube.com/watch?v=33NRQ0f2428

http://www.youtube.com/watch?v=3fXoEZVCsjQ

Please login with linkedin to comment

Latest News

IsoWhey launches #YouGotThis Weight Management Campaign Via Indie Agency Urban
  • Advertising
  • Campaigns

IsoWhey launches #YouGotThis Weight Management Campaign Via Indie Agency Urban

Australia’s leading health and wellbeing brand IsoWhey has launched its latest national campaign, ‘#YouGotThis’. Created by Urban, the campaign highlights the real-life struggles Australians face on their weight management journey. A journey made easier through perseverance, and a little help from IsoWhey. The #YouGotThis campaign is IsoWhey’s biggest marketing investment to date, with executions running […]

Taking A stand? Just Do It…Maybe
  • Marketing
  • Opinion

Taking A stand? Just Do It…Maybe

In this guest post, creative and strategy director at WE Buchan, David Coupland (pictured below), takes a look at the fallout from Nike’s Colin Kaepernick campaign and says what it also does is show the importance brands now play in our lives… Nike’s decision to feature Colin Kaepernick as the face of their 30th anniversary “Just Do It” campaign […]

Opinion

by B&T Magazine

B&T Magazine
How To Optimise Branded Keywords
  • Marketing
  • Opinion

How To Optimise Branded Keywords

In this guest post, CEO of Delacon, Michael Center (pictured below) talks the value of branded keywords for marketers and offer his tips on getting the best from yours… Branded keywords are an essential part of the digital marketing strategy for many large businesses. Trading on the recognition and equity of a brand’s name, some of the country’s […]

Opinion

by B&T Magazine

B&T Magazine
OLYMPUS DIGITAL CAMERA
  • Marketing
  • Opinion

Expertise First, Influence Second: When Influence Is A By-Product Of Expertise

In this guest post, Taryn Williams, CEO and founder of influencer and creative talent marketplace theright.fit, explains why influence should be a by-product of success, not the foundation for it… Like any form of advertising and promotion, influencer marketing is not without its controversies. Earlier this year Australia’s Federal Minister for Health, Greg Hunt, ordered […]

Opinion

by B&T Magazine

B&T Magazine
Ford & Facebook Invite Aussies To Personalise 2018 Mustang With New In-App Experience
  • Campaigns
  • Marketing
  • Technology

Ford & Facebook Invite Aussies To Personalise 2018 Mustang With New In-App Experience

Ford Australia has unveiled a new innovation that showcases the iconic Ford Mustang through a collaboration Facebook and Instagram. The interactive campaign invites Facebook and Instagram communities to take part in a live poll to identify Australia’s ultimate Mustang design. Targeting performance car fans, along with design lovers and image-conscious consumers, Ford and its partner […]