Kylie & Dannii Minogue Front New Buy Australian Campaign (Not That You’re Contractually Allowed To See It In Australia)!

Kylie & Dannii Minogue Front New Buy Australian Campaign (Not That You’re Contractually Allowed To See It In Australia)!
B&T Magazine
By B&T Magazine
SHARE
THIS



Aussie cultural icons Kylie and Dannii Minogue have teamed-up with not-for-profit Australian Made Campaign to help educate consumers in the UK and US to spot authentic Australian products.

However, don’t expect to see any of the campaign in Australia, contractually any of the imagery can only be viewed in US and UK. B&T did ask, but to no avail.

While both have been long-time supporters of Australia across their many endeavours, it’s the first time the sisters have joined forces to support such an initiative. “We love Australia and enjoy championing its positive reputation overseas,” said the pair. “This campaign is a fun way to help consumers in the UK and USA to spot the genuine article when they choose to buy Australian.”

The Genuine Aussie social media campaign is part of a broader initiative to promote and protect the Australian Made logo in export markets. “We are thrilled to have passionate Australians, such as Kylie and Dannii help spread the Australian Made message overseas,” said Australian Made chief executive, Ben Lazzaro. “The Minogue sisters are genuine Aussie icons who continue to elevate Australia’s reputation overseas.”

Developed by agency, day&age, the Genuine Aussie campaign features a recent video chat between the Minogue sisters, with Kylie dialling in from London to Dannii in Melbourne. During the online catch-up, the sisters share in some classic Aussie banter with Dannii questioning whether Kylie has maintained her ‘Australianness’ while away from home—of course Kylie passes with flying colours earning the ‘Genuine Aussie’ stamp of approval. The campaign includes a targeted roll-out across Facebook and Instagram in the UK and USA. Viewers in these markets will have the opportunity to access a bespoke landing page featuring information about the Australian Made logo with the option of finding and purchasing genuine Aussie products that carry the iconic brand.

According to Horizon Consumer Science, 97 per cent of overseas consumers have a positive first impression of the logo, with 72 per cent becoming intrigued about the products once they saw the logo and 85 per cent confident products carrying the logo are genuinely Australian. Overseas consumers’ biggest motivations to buy Australian products are quality, reputation and ethical standards.

The Genuine Aussie social media campaign is funded by a multi-year Federal Government grant designed to increase the international profile of the Australian Made logo and strengthen its legal position in key export markets.

Please login with linkedin to comment

Ad campaigns Australian Made campaign Dannii Minogue Kylie Minogue

Latest News

AWS’s Curiosity Kid Campaign Is A Heartwarming Tribute To Small-Scale Success
  • Campaigns

AWS’s Curiosity Kid Campaign Is A Heartwarming Tribute To Small-Scale Success

Amazon Web Services (AWS) has launched its first Above the Line (ATL) brand campaign after a decade of being in Australia, with the feel-good ‘Curiosity Kid’ ad series showcasing the many brands using its services. The campaign, which launched on August 7, highlights how AWS can be used for innovation by local businesses, demonstrating a […]

What Aussie Brands Can Learn From Global Lessons In Sustainability Engagement
  • Opinion

What Aussie Brands Can Learn From Global Lessons In Sustainability Engagement

In this guest post, Stu Wragg (lead image), chief strategy officer at Herd MSL, takes a look at global brands getting the sustainability message right and the lessons Aussie brands can learn along the way… The need to address increased consumer and employee interest in the environmental and social action of business is clear to […]

Opinion

by B&T Magazine

B&T Magazine
SOCA Welcomes Two New Senior Hires In Farah Alias And Neil Martin
  • Marketing

SOCA Welcomes Two New Senior Hires In Farah Alias And Neil Martin

Significant Other Creative Agency (SOCA) has brought on two senior hires, with Farah Alias joining as partnerships director and Neil ‘Marty’ Martin jumping into a dual head of art role. Alias (pictured, right) brings with her a wealth of senior international experience and knowledge from DDB & BBDO Singapore, Wunderman Thompson, and most recently Rare. […]

Ogilvy NZ Lands Partnership With Breast Cancer Foundation NZ
  • Marketing

Ogilvy NZ Lands Partnership With Breast Cancer Foundation NZ

Ogilvy NZ has been appointed as the new creative and strategy agency for Breast Cancer Foundation NZ. BCFNZ chief executive Ah-Leen Rayner said the Ogilvy team presented a new direction for the foundation with a strong focus on reaching Maori and Pasifika women who were over-represented in breast cancer statistics. “Ogilvy’s approach acknowledged our current […]

Claxon Bags CarExpert Partnership For Creative And Media
  • Marketing

Claxon Bags CarExpert Partnership For Creative And Media

Australian new car website, CarExpert.com.au has appointed independent growth agency Claxon as its creative and media agency after pitches from a slew of other agencies that included HERO and DDB. Claxon will be handling the creation of a new national TVC campaign and the associated media account working closely with shareholder, Seven West Media to […]

InsideOut PR Wins Prestige InHome Care Account
  • Media

InsideOut PR Wins Prestige InHome Care Account

Sydney PR agency InsideOut PR has been appointed for Prestige InHome Care, an in-home aged care service with a focus on media relations. InsideOut PR worked with Prestige Inhome Care back in 2013 and again in 2017 launching their public relations and advertising program; and supporting their growing profile in the market. Founder and CEO […]