The Sydney Mattress Company Taking The Piss Out Of Advertising

The Sydney Mattress Company Taking The Piss Out Of Advertising
SHARE
THIS



Sydney-based mattress company Koala is creating eye-catching, tongue-in-cheek billboards which take aim at everyone from Clive Palmer to Ikea.

A departure from the norm for mattress brands, Koala’s cheeky billboard strategy was first revealed late last year when the company recreated outdoor ads by furniture brand De Rucci.

koala1

Since then, Koala has rejigged an erectile dysfunction billboard which originally read: “Want Longer Lasting Sex?”, replacing it with “Want Longer Lasting Sleep?”.

lonmg

The latest rollout includes a ‘NOFNIDEA’ Ikea-themed billboard, and another inspired by Clive Palmer’s latest advertising.

koala

Koala _ Clive

To find out more about the strategy, how it’s impacting sales and the “memefication” of billboards, B&T sat down with Koala head of marketing Tom Doyle.

While the cheeky billboards are a completely different strategy to Koala’s YouTube content, Doyle says it’s all about making the most of different channels.

“YouTube is a channel that works best when you provide detailed, well-made content. Billboards on the other hand for us represent an opportunity to drive mass brand awareness,” he said.

And looking at the figures, it’s clear brand awareness has grown substantially.

According to Doyle, Koala has received “tens of thousands” comments from consumers, and eye-wateringly large numbers in terms of online engagement with the billboards.

“I think the total reach for our billboard related posts online is over 10M people.

“The execution that we tend to go within this space is to put the billboards up, take a picture, push it out to media and then take both the pictures and any media coverage and then use them as social posts which then drive huge engagement for the brand.”

For Doyle, their success can be pinned down to taking a more humourous and original approach to advertising.

“I think in our space [humour] just represents an opportunity to be different.

“Every Australian has had one million ads driven into them from the furniture world about either crash discounts or product features that are simply reformulations on the same materials.

“We are willing to take a step away from that and talk about furniture in a way that is fun and memorable, and then we deliver a customer experience that backs that up,” he added.

Koala’s tactic represents a sort of “memefication of billboards”, said Doyle.

He explained, “When you think about the time of content that works online, and specifically memes, it is visual, sharable material that often have cultural references.

“They rely on being fast, contextual and easy to understand. We take that thinking to a medium that we think it really naturally fits in.”

“For us as an online first brand, we have to some extent grown up in internet culture as so the types of content we believe work there, will in our minds logically extend to offline content, and so far we have seen this work.”

When asked if Koala had faced any backlash about the billboards, Doyle said: “Not at all, I think each of these brands (people) understand that everything is quite tongue in cheek and probably don’t mind being talked about.”

Latest News

Ash London To Co-Host Ten’s New Game Show
  • Media

Ash London To Co-Host Ten’s New Game Show

Network Ten has revealed that radio personality Ash London will join Grant Denyer as co-host of its new game show, which will hit TV screens on Sunday 7 October at 7:30pm. London’s role on Game of Games was formally acknowledged in a media release sent out by Ten this morning. However, if you had your […]

Bayer Consolidates Crop Science Creative With Clemenger’s Redhanded
  • Advertising

Bayer Consolidates Crop Science Creative With Clemenger’s Redhanded

Redhanded has been appointed creative agency of record for the crop science division of Bayer in Australia, following a competitive pitch. The appointment of the Clemenger Group agency comes after Bayer chose to consolidate its creative business in September to drive efficiencies and strategic alignment across portfolios. Redhanded will now be responsible for creative work […]

A young boy nerd shouts at the top of his voice to his co-worker through a megaphone trying to talk some sense into him. The young nerds are dressed in bowties and glasses. Retro styling.
  • Media

Study: High-Impact Digital Ads Amplify Standard Media

New research released today by Inskin Media and Lumen Research using a large-scale audience eye-tracking study has proved that high-impact formats can help draw consumers’ eyes to standard formats for longer. The UK study, in partnership with Mindshare, carried out 3,160 eye-tracking experiments and revealed that, within a browsing session, standard display formats, such as […]

Kellogg’s Chooses Eleven To Look After PR
  • Marketing

Kellogg’s Chooses Eleven To Look After PR

Breakfast cereal giant Kellogg’s has appointed Eleven to handle its PR account across Australia and New Zealand. Eleven takes over from Edelman on the account. Kellogg’s has also ditched Porter Novelli and Liquid Ideas, which worked on a project basis. Eleven managing director Roberto Pace said in a statement that the agency was excited to […]

Coca-Cola Celebrates Classic Aussie Moments To Commemorate 80 Years Via McCann
  • Campaigns

Coca-Cola Celebrates Classic Aussie Moments To Commemorate 80 Years Via McCann

Coca-Cola has today launched a campaign commemorating 80 years of great tasting beverages made by Australians in Australia. The integrated marketing campaign from McCann and UM will have multiple touchpoints with consumers led by a new locally-produced TVC running across screens and also supported in PR, social media and out-of-home. The tagline featured in the […]

Stellar Concepts Wins PR Duties For New Sydney Food Festival
  • Marketing

Stellar Concepts Wins PR Duties For New Sydney Food Festival

Communications agency Stellar Concepts has been appointed by IMG Culinary to deliver a PR campaign for the launch of Taste of Sydney Collective. The food festival is an evolution of IMG’s ‘Taste of’ festival series fusing food, culture and music. Taking place at the Cutaway in Sydney’s Barangaroo precinct during November, the highly-curated event will […]

SPEED To Handle Media Planning For QICGRE
  • Media

SPEED To Handle Media Planning For QICGRE

SPEED has been appointed QICGRE’s communications strategy and channel planning agency with immediate effect. QICGRE are operators of 26 shopping centre’s across Australia, including Eastland, Castle Towers, Westpoint, Canberra Centre, Robina Town Centre and Grand Central. SPEED will provide portfolio communication recommendations across the business, as well as direct media planning support for each shopping […]

Former One Green Bean CEO Carl Ratcliff Resurfaces At DDB Sydney
  • Advertising

Former One Green Bean CEO Carl Ratcliff Resurfaces At DDB Sydney

DDB Australia has announced the appointment of former One Green Bean CEO Carl Ratcliff as chief strategy officer of DDB Sydney. Ratcliff’s appointment comes just over two weeks after it was announced that Claire Salvetti would replace him as CEO of One Green Bean. Ratcliff has more than 20 years’ experience in the world of building brands […]