The Kombi van epitomises the Aussie road trip. it’s not just daisy-chained wearing rolling stones that are fond of that long and winding road – Brands are too.
B&T has collated seven of the most memorable road trip-styled campaigns in Australia. Find out which brands below have found solace in hitting the open road.
1. Scoop Ice Cream, not the Reef
Ben & Jerry’s teamed up with WWF in April this year to fight for the conservation of the Great Barrier Reef. Travelling all around Australia in its ‘Fight for the Reef Scoop Tour’ the ice cream guys handed out scoops of the decadent treat and helped raise awareness for one of Australia’s natural wonders.
2. The Tim Tam Love More Bus
Taking the love of the decadent chocolate Tim Tams to another level, Arnotts flung out Tim Tams from its Tim Tam Love More bus as it travelled around the country last year. Handing out more than 120,000 chocolate covered biscuits to consumers, the bus allowed Aussies to experience the brand with games, fun and the chocolatey goodness. The campaign was created by DDB Sydney.
3. Cosmo’s Kombi van
Bauer Media’s Cosmopolitan literally did jump back on the Kombi van for its campaign celebrating the magazine’s 40th year in 2013. The pink vintage Kombi van stopped at events along the east side of Australia where its target audience of 18-25 year old women resided, such as university O-Weeks. The campaign was executed by outdoor media provider oOh! Media, with CEO Brendan Cook saying at the time: “This activation perfectly captures the target audience with no wastage, and provides a bridge between online and real time experience.”
4. Pepsi’s Next Van
Pepsi hit the roads this past summer with a bright blue truck travelling around Australia, handing out cans of the fizzy drink to fans for the ultimate ‘Taste Challenge’. The mobile brand experience, executed by Play Communications, tasked Aussies to have a tipple of the new flavour and decide for themselves whether they preferred Pepsi or Coke.
5. Gumtree Roadshow
Earlier this week Gumtree announced its bus was taking to the Aussie coast to showcase the online brand in an offline way. Teaming up with Aussie Pickers, two pickers Lucas Callaghan and Adam McDonald are taking the Gumtree bus around the east coast of Australia, stopping at markets along the way.
6. WaterAid’s Toilet Tour
WaterAid took poo to a whole new level in 2012 with its Aussie Toilet Tour. The tour wanted to generate awareness of global issues around hygiene and sanitation.
7. Yellow Tail’s Kombi
Wine brand Yellow Tail also took advantage of the Kombi van vibe in 2010, veering around the Aussie roads to some of the hot, party-hard regional festivals. With global brand experience agency Jack Morton behind the activation, the mobile wine bar, affectionately named Bubbles after the brand’s sparkling wine brought fun and good times to festival attendees. At the time of Bubbles’ journey, senior brand manager Travis Fuller said: “Already the Kombi has helped us to connect to our target market in a fun and engaging way and our consumers are delighted when they encounter Bubbles.”
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]
Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]
Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]
According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]
Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]
Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]
Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]
The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]
Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]