GME Revives Iconic ‘Where The Bloody Hell Are You?’ Slogan In New Campaign

GME Revives Iconic ‘Where The Bloody Hell Are You?’ Slogan In New Campaign
SHARE
THIS



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

GME

Latest News

Australian Road Safety Foundation Utilises Geo-Targeting Technology To Protect Kids In School
  • Media

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 […]

Tokyo, Japan - July 29, 2019: The skytree tower is illuminated at night announcing the olympics of Tokyo 2020 with a hashtag.
  • Uncategorised

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 […]

by B&T Magazine

B&T Magazine
When You Do And Don’t Need AI
  • Technology

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.

Opinion

by B&T Magazine

B&T Magazine
Salesforce © Salty Dingo 2020
  • Uncategorised

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 […]

by B&T Magazine

B&T Magazine
Sky News Australia Nabs Ross Greenwood As Business Weekend Anchor
  • Media

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 […]