Last month witnessed one of the more unusual outdoor campaigns that you’re ever likely to hear about. It made news headlines around the world and was rumoured in some quarters as nothing more than an elaborate marketing stunt. ANDREW JENNINGS investigates.
"Obviously, there are quite a few passionate pig lovers at Adshel," Nicole McInnes, director of marketing at Adshel, confesses to B&T.
McInnes was commenting on one of the more curious stories in recent memory involving outdoor advertising, social media and a couple of innocent farmyard animals.
Earlier this month, police confirmed that a pig dubbed Kevin Bacon (who turned one on October 18) and Bradley the sheep, which were taken from a petting zoo at Sydney caf√© The Grounds of Alexandria in early October, had turned up in rural Victoria.
The Grounds used its Facebook page to announce that it had been contacted by the owner of an animal shelter in Goongerah in country Victoria, some 10 hours drive from The Grounds, who stated she’d "received a pig and lamb”.
According to The Grounds, Kevin was ill. The caf√© said that “both animals have now been taken care of on location at the veterinary clinic in Orbost due to Kevin recovering from anxiety and an infection, which developed during his capture. Bradley is in good health.”
It’s been reported that two women and a man were captured on CCTV camera entering the caf√©’s grounds after midnight on October 6 and pinching the animals.
Both have since made their safe transit back to their home in Sydney, where security measures have been put in place to make sure the same never happens again.
Since the story began early last month, the pair have made headlines around the globe and now enjoy a massive Facebook following.
The return of the animals was helped greatly by a campaign run by Adshel, which decided it wanted to join the search by launching an out-of-home campaign offering a reward in order to bring home the animal celebrities.
Some eyebrows have been raised since the kidnapping as to whether the whole event has been a marketing stunt by The Grounds to attract attention and more business.
However, when contacted by B&T, general manager Michael Geban refuted the claims, stating: “The whole thing about The Grounds is that it’s a family place. These are our pets, so this was not a publicity stunt in any shape or form.”
He added that with the help of Adshel, which approached him to help find Kevin and Bradley, The Grounds was determined to get them back.
“Kevin and Bradley are loved by many of us at Adshel, so much so that Alba in our sales team took the cause on and ran with it.
“I was delighted with the idea as on the occasions I have visited The Grounds, Kevin has been so friendly and fun,” says McInnes.
“He has quite a personality, so it did resonate around the Adshell office,” she adds.
“When you think about the reach we’ve got, we decided to run a small rail campaign, where around three million people walked past the posters of it in ten days. You know when you have that sort of reach, it’s good to do something, it wasn’t much for us to do.”
McInnes adds that all the staff at Adshell are completely overjoyed that the animals have been found and are recovering from their ordeal.
Adshell said that taking the search to the streets through strategically placed panels in high profile locations around the city helped to uncover information, which led police to the missing animals, which they believe have become part of the Sydney community.
Please login with linkedin to comment
In this guest post, CTO of Wiise, Hamish Browne (pictured below), says tech’s new focus on privacy will lead to new rules and new ways of doing business for marketers… With the delicate balance between customer data and privacy in the spotlight like never before, the potential emergence of new standards and business models, is […]
Businesswoman, reality TV star, and social media personality Kim Kardashian has posted an ad for mysterious cryptocurrency Ethereum MAX [EMAX]. In a post on her Instagram story – where she has 228 million followers – Kardashian wrote: “Are you guys into crypto????” “This is not financial advice but sharing what my friends just told me […]
Great Southern Bank has launched a brand campaign this week, ‘Happily Clever After’, coinciding with its name change from Credit Union Australia, bringing to life its purpose of helping all Australians own their own home. The journey to changing from Credit Union to Great Southern Bank began back in 2020. When Australia’s largest customer-owned bank, […]
Nine has promoted Jo Clasby to the role of commercial director – publishing, where she will report to Nick Young. She was previously director of client partnerships – publishing. Her new role establishes her at the same level of seniority as Anthony Smyth, commercial director – radio. Smyth was promoted at the start of this […]
Hospitality giant Accor is shining a light on the joy of cities through its newest campaign, ‘Go ALL Out’, which launches in Australia and New Zealand today. The gateway to the ‘Go ALL Out’ campaign is ALL – Accor Live Limitless, a lifestyle loyalty program that integrates rewards, services and experiences throughout the Accor portfolio […]
Global affiliate and partner marketing firm Silverbean has secured new contracts with 13 major Australian brands and is now working to double the size of its Asia-Pacific team. Silverbean launched in Australia in 2019 and has seen steady growth through its work with retailers. Now, with 15 new brands joining the Silverbean portfolio, the agency […]
Tourism PR and marketing agency GTI has announced the appointment of longtime media executive Jenny Pham as its new general manager of marketing and strategy. Pham (pictured above) will lead the agency’s marketing division with responsibility for strategy, media and consumer marketing, while GTI founder and managing director Sarah Anderson remains as the day-to-day lead […]
Clipboard, a free professional networking platform for the hospitality industry, has announced it will seek to raise its next round of funding via equity crowdfunding platform Birchal. This will power its vision to transform the way the fragmented hospitality industry connects, shares experiences, markets and recruits. With a growing member database of over 24,000 hospitality […]