GME Revives Iconic ‘Where The Bloody Hell Are You?’ Slogan In New Campaign
Australia’s leading manufacturer of emergency locator beacons and radio communication equipment, GME, has appointed creative-led PR agency We Are Different and its strategy and creative partner Not Bad ϟ Pretty Good to lead its communications in Australia and New Zealand.
Tasked with driving awareness and sales among new outdoor and adventure category entrants, the team’s pitch-winning campaign – Where The Bloody Hell Am I? – launches this week, parodying iconic tourism messaging to remind travellers of the potential pitfalls that can come with exploring the great outdoors.
Already gaining national media exposure, the earned-first PR, digital and OOH campaign features breathtaking locations of GME’s biggest Australian rescues, transforming their locations into a travel itinerary of the best places to visit safely with GME. A full list of destinations can be explored via an interactive Rescue Route map at therescueroute.com.
GME’s Group Marketing Manager, Tony Crooke, said: “It’s great to see so many Aussies taking up camping, 4WDing or hiking for the first time this year, but many don’t realise that just a few clicks out of the city you’ll need a radio or emergency beacon to stay in touch. The campaign highlights the beauty and excitement of the great outdoors while encouraging Aussies to avoid a ‘Where The Bloody Hell Am I?’ moment with GME.”
NBϟPG partner Joel Pearson said: “It’s always exciting when you get to work with a brand and products that serve a genuine need. And when we saw the volume of rescues that start with a GME product, the stunning locations many of them occur in, and the life or death difference having one product can make, turning these rescue locations into travel destinations felt like a lovely way to introduce GME to a whole new audience this summer.”
We Are Different founder and director Stuart Terry said: “We’re incredibly proud of this campaign and our partnership with GME. The campaign shows how an earned-first idea can easily stretch into paid media channels – with the right thinking, team and approach. This is market-leading creative and a true testament to what can be achieved when clients commit to doing things differently.”
CREDITS
Client: GME
PR / Influencer / Social: We Are Different
Planning / Creative: Not Bad ϟ Pretty Good
Photography: Ben Harrison / @generalben
Please login with linkedin to comment
GMELatest News
Australian Road Safety Foundation Utilises Geo-Targeting Technology To Protect Kids In School
The Australian Road Safety Foundation (ARSF) has teamed up with Spotify and some of Queensland’s leading musicians in a national first that will geotarget drivers within school zones. The Slow Down Songs campaign, which is being piloted in Queensland, will work to keep kids safe within school zones by dramatically slowing down songs and serving […]
Florida Financial Officer ‘Offers’ To Host Olympics With “Bonkers” Pitch
Florida’s chief financial officer on Monday (local time) told the International Olympic Committee that Florida would be happy to host the Olympics amid speculation that current host Japan may back out. Jimmy Patronis sent a letter to Thomas Bach, the head of the IOC, as Agence France-Presse reports, “to encourage you to consider relocating the […]
Kerry O’Brien Rejects Order Of Australia Award, As Media Greats Score Gongs
In top news for those who strive for averageness & mediocrity, the Order Of Australia list becoming increasingly uncool.
ABC Reporter Confronted For Speaking During Invasion Day Rally: “How Dare You”
Sadly, the 26th of January is turning into a day of division. On the upside, everyone in Cronulla behaved themselves.
Salesforce And Accenture Combine To Help Businesses Achieve Sustainability Goals
As predicted by B&T, sustainability to be the buzzword for 2021. We're less confident of our crêpe Suzette prediction.
When You Do And Don’t Need AI
Here's top tips for when you do and don't need AI. Alternatively, ask Alexa if she thinks it's worth reading.
30 Under 30: Industry Success Story Ricci Meldrum Reveals What Makes The Best Ads Great
Here, B&T's chatting with TBWA Melbourne MD Ricci Meldrum. Well, it was more a question-answer thing than a chat per se.
Selena Gomez Tries Vegemite By The Spoonful – Doesn’t End Well
Selena Gomez tastes Australian delicacies on her US TV show. Thankfully, it was decided to give Coon a wide berth.
Boost Mobile Continues Refurbished iPhone Deal With Coles
Coles joins the local pub carpark and Cash Converters as the place to land yourself a cheap, secondhand iPhone.
Taylor Swift The Most Popular Artist To Listen To While WFH
Tay Tay tops list for most popular WFH artists. Strangely, no mention of Megadeath or Cannibal Corpse for that matter.
SKYN Condoms Launches Progressive Campaign ‘Pleasure Is An Endless Exploration’ Via PRETTYBIRD UK
It's yet another condom commercial that arguably bears little resemblance whatsoever to most people's sex lives.
TikTok Shares New #SeaShanty Campaign Following Viral Success Of Scottish Postman
With the advertising industry's love of beards & alcohol it was only a matter of time before the sea shanty resurfaced.
Government’s $23.9 Million COVID-19 Ad Campaign Launches In Push To Get People Vaccinated
B&T staff nervous about COVID vaccine side effects. Less nervous about what was in those six pingas on the weekend.
The Agency Versus The In House Model For 2021
Other than Ray Martin's toupee, the "agency versus in-house" debate remains the media industry's great unknown.
Woolies Remains Australia’s Most Valuable Brand
Woolies tops list of Australia's most valuable brands. Not surprising given it's Australia's most expensive supermarket.
Clems Melbourne Promotes Georgia Jones To Head Of Business Management
Clems Melbourne promotes Georgia Jones to the slightly serious sounding role of head of business management.
McCann Snares Creatives Josh Aitken And B&T 30 Under 30 Winner Willy Maitland
Further proof a B&T 30 Under 30 award doesn't just land you a cheap looking perspex trophy comes this industry news.
Events Agency Director Nigel Ruffell Reveals How His Company Survived 2020
There are few industries that have been hit harder by the coronavirus pandemic than events, with agencies forced to pivot in surprising and innovative directions to survive. Nigel Ruffell is the director of The Company We Keep, a live brand experience agency that hosts events at 15,000 pax, and opened its doors in 2018. With […]
Australian Ethical Appoints R/GA As Innovation & Marketing Partner
R/GA forced to immediately remove the foie gras & shark fin soup from office fridge after snaring Australian Ethical.
Shaquille O’Neal To Front PointsBet’s Australian Brand Campaign
Reckon Australia had just about reached online sports betting saturation? Think again with this latest announcement.
Dentsu Strengthens Its Customer Experience Capabilities In Australia
Dentsu sidles up to the tech giants Salesforce, Adobe, Sitecore & Google. Well, maybe not Google for too much longer.
Ex-CUB Marketing Director Chris Maxwell Launches In-House Focused Consultancy Lution
Lution is a marketing, data & tech consultancy and is not to be mistaken with ablution or having to take a poo.
Sky News Australia Nabs Ross Greenwood As Business Weekend Anchor
Australian business and finance expert Ross Greenwood has signed exclusively with Sky News Australia as business editor and anchor of Business Weekend. With more than 40 years’ experience covering business news in Australia and around the world, Greenwood brings expertise to the role of Sky News business editor where he will lead the network’s business […]
Christian Wilkins Becomes Pantene’s First Australian Male Brand Ambassador
Christian Wilkins beats out Peter Garrett and Josh Frydenberg to become Pantene's first Australian brand ambassador.
Brands Deploy Mittens Memes After Bernie Sanders Goes Viral
Becoming slightly bored of Bernie Sanders memes clogging your social media? Let B&T add just a little more clog here.
Bumble Goes Public Despite Apple Privacy Change Concerns
The B&T editor's authoritative research confirms Bumble is ahead of Hinge when it comes to getting completely ignored.
Dan Andrews Cracks Top 20 In Hottest 100: “It’s Officially Time To Get On The Beers”
Victorian premier now referring to himself as DJ Dan Man & The Comrades after snaring Hottest 100 top 20.
The Rise And Rise Of The ‘As A Service’ Model
Here's a top piece on data as a service model. And as data's adland's "new gold", you could turn it into a new tooth.
Fitness First Unveils ‘Put Yourself First’ Campaign Via Thinkerbell
Reinvigorate your New Year goals with this new campaign. Unless those goals were to get more slovenly & take up smoking.
Carat Unveils Its Annual 2021 Trends Report
Looking for flying cars & self-styling hair helmets in Carat's 2021 Trends Report? Alas, no news, B&T's sad to report.
