Why Is Adland So Scared Of Australia Day?

Why Is Adland So Scared Of Australia Day?
SHARE
THIS



In this guest post, Paul Costantoura from Sydney-based brand and marketing firm Review Partners has done an annual review (which you can read here) of this year’s Australia Day campaigns and here he talks what worked and what fizzled… 

Australian advertisers avoided Australia Day 2018, perhaps spooked by the perceived support for the #changethedate campaign.

However, that support is not as strong as you might expect, according to research which looked at responses to the main TV ads that ran in the lead up to January 26th.

Take the Mark Latham ad for example.  It seems that everyone in the media thought he was crazy for running his anti-ad about people scared of celebrating Australia Day for fear of the Thought Police.

Latham

However, in testing against five TV ads that were run in the lead up to Australia Day and it turns out that more people liked the Latham ad and thought it had a better message than this year’s lamb ad.

In fact, just under half (49 per cent) said they liked (or loved) the Latham ad and the same number thought it had a good (or very good) message.

Lamb

The ad evaluation was part of a larger study into attitudes towards Australia Day which we ran with support from Research Now SSI.  We asked media monitoring agency Ebiquity to scan advertising in the two weeks leading up to 26 Jan and they could only find five TV ads that had national exposure.

One of the main findings of the study was that there has only been a marginal shift in attitudes about Australia Day since 2017.  Importantly, the gap has actually widened between those in favour of change and those against, giving a stronger lead to the no case.

The study found that, if a referendum on the issue were held over the Australia Day weekend, the result would have been 27 per cent yes and 73 per cent no – which does not suggest a groundswell of change among the population. The full report can be found here.

On the surface the response to the Latham ad might confirm the fears of pro change-the-date advocates that most Australians are insensitive to the issue.

But these responses raise some important questions for the future of advertising on our national day and what it means for Australian identity.

In previous years there has been a tradition for advertisers to send us up on Australia Day by focusing on some aspect of Australian identity.

In 2018 that focus on the day was eliminated almost entirely with no major brands (apart from supermarkets) taking out substantial advertising time or space.

Even the content of the lamb industry ad said virtually nothing about Australia Day this year.  The only connection was the timing of the media buy in the weeks leading up to it.

Most observers assume that the #changethedate campaign has had some effect on advertiser’s decisions since the sub-text of the #changethedate message is that nobody should have anything to celebrate until the date is changed.

However, the ad that won the popular vote in the research was one by Alice Springs Indigenous Councillor Jacinta Price speaking on behalf of part of the Indigenous population.  She explained why she thought that we should keep Australia Day and focus instead on Indigenous disadvantage rather than symbolism.

Jacinta Price

 

A total of 57 per cent liked it and 63 per cent thought it carried a good message.

So, if the #changethedate campaign is not currently changing attitudes towards Australia Day, it points to the current negative message not working.  The research also tested positive messages of Indigenous recognition and found strong support.

It’s possible to argue that gay pride brought about the change in attitudes towards gay marriage.  So perhaps there is scope for a greater emphasis on Indigenous pride in swaying the views of non-Indigenous people.

The second highly rated ad featured former Australian of the Year Rosie Batty in a simple ad where she explained how she was spending Australia Day with friends, reflecting on how lucky we are to live here.

Her sentiments were liked by 54 per cent while 62 per cent thought it was a good message.

Rosie Batty

 

Australia Day stalwart Sam Kekovich also played his part (in addition to his cameo as the angry guy with the hose in the lamb ad) by doing his bit for paint company Inspirations Paint and the decks of Australia.

The ad was classic Sam, even though 38 per cent of people didn’t emotionally engage with the topic and 48 per cent had no real opinion about its message (and presumably didn’t need decking oil).

Sam

It was print and internet advertising where some advertisers decided to express their version of the true meaning of Australia Day.

Specsavers went with fat blokes with poor eyesight at the cricket.

60-Specsavers opticians

Haynes paint put their own spin on modern art meets the Aussie thong.

24-PaintRight paint retailer

Liquor barons attempted to portray Australian diversity on Cottesloe Beach.

45-Liquor Barons alcohol retailer

Probably the winner for capturing the essence of Australia Day in the Northern Territory was the Hotel Darwin – which promised ‘The World’s Least Crap Pub Trivia’.

19-HDTBeachfront HotelPit Lane Liquor alcohol retailers

They capped off the day with the health-defying challenge of a prawn eating competition combined with free Corona and $25 cocktail jugs.

18-HD Hotel Darwin bar

Please login with linkedin to comment

Latest News

How Kylie Jenner’s $1.7 Billion Swipe At Snapchat Proves The Power Of Influencers
  • Marketing

How Kylie Jenner’s $1.7 Billion Swipe At Snapchat Proves The Power Of Influencers

Social media titan SnapChat released their latest app update earlier this month. The feedback has been brutal on social media with influencers like Kylie Jenner voicing their displeasure. With 128.5 million followers on Twitter and Instagram, Kylie Jenner is a trendsetter who can easily sway what is considered cool and what isn’t within Snapchat’s key […]

by B&T Magazine

B&T Magazine
News Corp Unveils New Branding TVCs For Its Dailies Via Big Red
  • Campaigns

News Corp Unveils New Branding TVCs For Its Dailies Via Big Red

News Corp Australia’s new TV commercials themed ‘We’re for you,’ aired last night in Sydney, Melbourne, Brisbane Adelaide and Hobart. The 15 TVCs, via independent creative agency Big Red, promote The Daily Telegraph, Herald Sun, The Courier-Mail, The Advertiser and The Mercury, an dtakes News Corp’s ‘We’re for you’ brand positioning to the next level. Tony […]

News Corp Unveils New Publishing Division ‘The News Prestige’
  • Media

News Corp Unveils New Publishing Division ‘The News Prestige’

News Corp Australia has announced the launch of a new publishing division, the News Prestige Network. The new division will bring together the company’s prestige mastheads into a single publishing division, which will operate The Australian, and the Conde Nast International titles – Vogue Australia, Vogue Living and GQ Australia.              […]

AWARD Awards To Be Judged By 88-Strong Jury
  • Advertising

AWARD Awards To Be Judged By 88-Strong Jury

A total of 88 jurors made up of creatives, senior marketers, senior management, senior planners, directors, and production company specialists will be tasked with selecting the 39th AWARD Awards winners. Online pre-judging will be conducted from until Friday 9 March 2018, and in-room judging from Thursday 15 March to Monday 26 March. This year’s jury […]

Capgemini Helps Change Lives Of Vulnerable Young Aussies
  • Technology

Capgemini Helps Change Lives Of Vulnerable Young Aussies

Consulting and tech firm Capgemini has announced a pro-bono relationship with Big Brothers Big Sisters Australia (BBBSA) to help deliver an improved online management system to enable more young Aussies to have the opportunity to realise their full potential. The agreement has seen Capgemini implement a Microsoft Dynamics 365 solution to assist BBBSA to streamline […]

Tropfest Film Challenge Winner Launches Agency-Focused Production Company
  • Media

Tropfest Film Challenge Winner Launches Agency-Focused Production Company

An award-winning filmmaker has launched a production company which partners exclusively with advertising agencies looking to produce commercials and online content for brands. Ben Kumanovski (pictured above) recently won the Holden 7 Second Film Competition at Tropfest for his film In-Laws, about a defiant wife serving up fairy bread for lunch to the in-laws. The […]

AI: Not Just A Marketing Buzzword
  • Marketing
  • Opinion
  • Technology

AI: Not Just A Marketing Buzzword

In this opinion piece, Mick O’Brien (pictured below), Datorama’s managing director for the Asia-Pacific region, explains why AI will empower, rather than replace, marketers. With the media currently bombarding CMOs and CEOs with messages of how AI will impact the workplace, the c-suite are facing the critical question of how much their employees’ work will […]

Opinion

by B&T Magazine

B&T Magazine
Image lead story UnLtd’s ‘Big Clash’ Raises Over $120K, With Media Owners & Media Agencies Crowned Champions
  • Advertising
  • Media
  • Technology

UnLtd’s ‘Big Clash’ Raises Over $120K, With Media Owners & Media Agencies Crowned Champions

With over 50 companies taking part, the fourth annual Big Clash cricket tournament has been the biggest yet, raising $124,000. The event once again brought the industry together for a great afternoon of cricket, drinks, music, and charity activations. This year, the event was expanded to have Media Owners, Media Agencies, Techies and Creatives all […]

SCA’s Profit Drops 21% Due To “Years Of Heavy Lifting”
  • Media

SCA’s Profit Drops 21% Due To “Years Of Heavy Lifting”

Southern Cross Austereo (SCA) has experienced a negative first half of the 2018 financial year, posting a dramatic drop in overall profit and a slight drop in revenue. The group’s net profit after tax fell 21.2 per cent to $48.5 million in the six months to 31 December 2017 (compared to the previous corresponding period), […]

by B&T Magazine

B&T Magazine
Lord Of The Fries Pays Homage To Kanye West & Kendrick Lamar In Clever Ads Via Milkman
  • Advertising
  • Campaigns

Lord Of The Fries Pays Homage To Kanye West & Kendrick Lamar In Clever Ads Via Milkman

Creative digital agency Milkman has helped Lord of the Fries (LOTF) pay homage to two of the fast food outlet’s favourite artists through a series of clever art poster adverts. Milkman re-created the latest album covers of Kanye West and Kendrick Lamar with a LOTR vibe to highlight the brand’s hip-hop roots and its favourite albums […]

Keep Left Wins PR Account For Greening Australia
  • Marketing

Keep Left Wins PR Account For Greening Australia

PR and content marketing agency Keep Left has been selected by proactive conservation organisation Greening Australia to raise public awareness of its flagship programs and national footprint. The relationship began in 2017 when Greening Australia engaged Keep Left in support of Reef Aid, a project launched with corporate partner Virgin Australia to improve water quality […]

Toyota Partners With Women’s Health To Support Next Generation Of Female Sporting Talent
  • Marketing
  • Media

Toyota Partners With Women’s Health To Support Next Generation Of Female Sporting Talent

Women’s Health has unveiled its latest Women in Sport (WinS) mentoring initiative, ‘Life After Sport’, together with principal partner Toyota. The initiative saw high-profile sporting identities and industry leaders, from business to media, share career wisdom and experiences with some of Australia’s elite female athletes, imparting advice on how to maximise their potential and set […]

Heineken Creates Facebook Chatbot To Show Off The Formula 1 Lifestyle
  • Campaigns
  • Marketing
  • Technology

Heineken Creates Facebook Chatbot To Show Off The Formula 1 Lifestyle

Beer brand Heineken has launched its very own chatbot on Facebook Messenger that invites consumers into the world of Formula 1. The chatbot provides quick-witted consumers with the chance to prove their chat is worthy of winning a VIP Heineken Saturday experience at the Formula 1 2018 Rolex Australian Grand Prix. Running across three stages, […]

New Online Directory To Help Companies Mitigate Data Breaches
  • Advertising
  • Marketing
  • Media

New Online Directory To Help Companies Mitigate Data Breaches

The Association of Market and Social Research Organisations (AMSRO) has launched an online directory for its Trust Mark in the wake of a significant amendment to the Privacy Act regarding data breaches. The directory helps to guide companies seeking market and social research to choose a research company that protects its reputation and minimises risk, and only […]

Now Screen Repositions Organic Care Brand With New Campaign
  • Advertising
  • Campaigns

Now Screen Repositions Organic Care Brand With New Campaign

Aussie agency Now Screen has teamed up with Organic Care to reposition the brand in what has become one of the most competitive FMCG spaces. The new campaign, ‘Caring Comes Naturally’, celebrates what Organic Care has created since its inception: products that are as good for your body as they are for the environment. In […]

Can You Speak Data?
  • Marketing
  • Opinion

Can You Speak Data?

We're certainly fluent in gibberish, balderdash and claptrap here at B&T, but sadly data isn't part of the lexicon.

Opinion

by B&T Magazine

B&T Magazine
Social Change Maker Profile: Emma Heath
  • Advertising
  • Marketing
  • Media

Social Change Maker Profile: Emma Heath

B&T has partnered with UnLtd to showcase industry heroes! Well, it's arguably more heroine in the case of Emma Heath.

by B&T Magazine

B&T Magazine
Ad Fraud: A Problem We Can Solve
  • Advertising
  • Opinion
  • Technology

Ad Fraud: A Problem We Can Solve

Unlike B&T's mystery office farter, this columnist argues ad fraud is a problem that can possibly be solved.

Opinion

by B&T Magazine

B&T Magazine
Why We Pivoted Our ‘Specialist’ Agency Five Times In 15 Years
  • Marketing
  • Opinion

Why We Pivoted Our ‘Specialist’ Agency Five Times In 15 Years

In this opinion piece, Gavin McDonough (pictured above, co-founder and managing partner of Urban, shares through his own experience some valuable advice for independent specialist agencies. In November 2017, my brother Ryan and I celebrated 15 years in business. We started business out of my front room in Melbourne in 2002 – not with any grand […]

Opinion

by B&T Magazine

B&T Magazine
W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges
  • Advertising

W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges

Susan Hoffman, co-chief creative officer at Wieden+Kennedy (W+K), has been appointed chair of judges for the 39th AWARD Awards. Known to challenge the status quo, Hoffman is behind some of W+K’s most memorable and game-changing ads, including Nike’s ‘Revolution’, Old Spice’s ‘The Man Your Man Could Smell Like’ and Chrysler’s Super Bowl spots starring Eminem and Clint […]

Experiential Agency Kreate Gets Bought Out By Staffers
  • Marketing

Experiential Agency Kreate Gets Bought Out By Staffers

Leading experiential marketing agency, Kreate Australia is embarking on an exciting growth strategy following its purchase by three of the agency’s existing management team from its UK founder, Steve Evans.

Hurry! B&T 30 Under 30 Entries Closing Friday!
  • Advertising
  • Marketing
  • Media

Hurry! B&T 30 Under 30 Entries Closing Friday!

This is a clarion call for B&T 30 Under 30 entries, although it's probably more mariachi band than angelic harbinger.

by B&T Magazine

B&T Magazine
The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast
  • Media

The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast

Southern Cross Austereo’s Hit Network has announced that rising radio star and comedian Tanya Hennessy will take over hosting duties for its weekend breakfast slot in 2018. Hennessy will bring content to the airwaves each Saturday and Sunday morning from 7am to 9am with a regular rotation of guest co-hosts. The self-described talker, not walker […]

Straight Up PR Wins Five New Clients
  • Marketing

Straight Up PR Wins Five New Clients

Health, wellbeing and lifestyle PR agency Straight Up PR has welcomed Changing Habits, Unichi Wellness, enerGi, SleepX, and Healthie Hampers to its client portfolio. Straight Up PR’s projects will include bespoke PR services and influencer marketing packages specifically focusing on communications strategy and execution, media and influencer relations, PR launch events, product seeding and gifting, […]

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia
  • Advertising
  • Campaigns
  • Marketing

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia

Independent creative agency March One has developed a new fundraising event for White Ribbon Australia that turns a social moment into a social movement. Starting on Thursday 22 March and going until Sunday 25 March, Cheese for Change will ask Aussies to create a cheese platter that matters by gathering friends, family or co-workers together […]

Sixth Annual IGN Select Awards Winners Announced
  • Marketing

Sixth Annual IGN Select Awards Winners Announced

The winners of IGN Australia’s sixth annual Select Awards were revealed during a huge special event at the Australian National Maritime Museum in Sydney on Friday, February 16. Some 225 Media & Game Publishers alongside 320 IGN Community Gamers attended the annual event. 2017 was absolutely crammed with terrific games and several categories were extremely tightly-contested. The top […]

Meet Your Mentors For B&T Bootcamp 2018!
  • Advertising
  • Marketing
  • Media

Meet Your Mentors For B&T Bootcamp 2018!

When it comes to an industry "who's who", you'll find there won't be too much who-ing with this impressionable lot.

by B&T Magazine

B&T Magazine