Outbrain Staff Calls Out The Best Australian Content Of Last Year
Last year has shown us how integral content creation and distribution has been for businesses, and as we enter what promises to be an exciting year for content marketing, the Outbrain Australia team sat down to round up the best branded content from brands in Australia, in 2016.
Having worked with hundreds of clients last year, we have seen so many innovative and smart ways in which brands leveraged content in their digital mix – from a short film featuring an up close and personal experience with global sporting talents, to the development of a native content hub to inspire travel.
It certainly wasn’t easy for us to narrow down the cream of the crop, but here are Outbrain’s staff top 10 picks for last year, in no particular order:
Optus: The Relentless Series
Leading up to the 2016 Rio Olympics, Optus produced a series of short videos documenting the lives of two top athletes – Usain Bolt and Anna Meares, one of the most successful female track cyclist in history. Beautifully shot and presented, the videos encouraged and inspired viewers to relentlessly pursue greatness.
Why we chose it: We love the timing of the campaign, launched between February and June, and the documentary-style video that was integrated with other campaign elements such as out of home, digital and through Optus’ retail outlets.
Meat and Livestock Australia (MLA): Commence Operation Boomerang
Australia Day is never the same without a great barbecue. In this funny video, SBS newscaster and social media sensation Lee Lin Chin commands ‘Operation Boomerang’ to bring lamb to Australians everywhere, or rather, bring Australians abroad home to lamb. To top it all off, the MLA ad was conferred ‘TV Ad of the Year’ at the Mumbrella Awards in Sydney.
Why we chose it: But we don’t just love this video because it’s funny – we love fact that they took a risk when choosing the campaign’s content, and they did so in a commandable way, generating publicity around good-quality lamb.
Introducing shoppers to various home design and fashion ideas, Kmart marries content with eCommerce on its website to engage consumers and inspire intent to shop. This Christmas has seen Kmart push out various listicles featuring festive décor, gift ideas and stylish outfits.
Why we chose it: We like it because, rather than running sales promotions, Kmart has implemented a creative solution to draw consumers in, making the Christmas shopping experience even more compelling – simply brilliant.
Targeting younger demographics who are less influenced by display ads and pre-rolls, Qantas partnered Junkee Media to produce AWOL, a native content hub to inspire travel. Looking at the wide variety of ongoing content pieces featuring breath-taking travel destinations, one cannot help but feel overwhelmed with wanderlust.
Why we chose it: Once again, what stood out for us was its experimentation with content that offers utility to travel-hungry consumers, from articles like “Is this the best way to enjoy a natural hot spring?” and “This Map Shows The Top Tourist Attractions To See In Every Country.”
Centre for Mental Health: Man Up. Speak Up.
A three-part documentary series on the mental health of Australian men, Man Up was conceptualised with the aim of creating awareness about men’s metal health, and to challenge traditional notions of masculinity. Supported by Movember and the University of Melbourne, the campaign kicked off a national conversation about male suicide in Australia, where rates are alarmingly high.
Why we chose it: What really worked for us was content that was presented with such raw honesty, effectively communicating that expressing negative emotions is not necessarily a sign of weakness.
Meat and Livestock Corporation’s (MLA): You Never Lamb Alone
Lamb doesn’t discriminate, according to MLA’s spring campaign aimed at promoting Australia’s diversity. From a commercial starring Australians from all walks of life coming together to enjoy a lamb barbecue, to key messages disseminated across ethnic print-press and in-language social media, the campaign received a huge thumbs-up for its playful and frank take on Australian screen diversity.
Why we chose it: The message of inclusiveness not only worked well with the campaign’s underlying claim – that lamb unites us all, but was also supported with nice visual execution, which was a huge plus.
New Zealand Transport Agency: When You’re Not There
Targeting parents of young drivers on their restricted licence, this Public Service Announcement (PSA) by New Zealand Transport Agency urges parents to enforce the restricted licence rules by pulling on their heart strings and depicting the danger of breaching conditions.
Why we chose it: Featuring parents dealing with situations by being ‘the voice of reason’, we like the clear objective behind the campaign’s content strategy, and how it tackles a real problem on the roads.
Telstra: The Magic of Technology
This integrated campaign across digital, social, outdoor and print depicts Telstra’s transformation from a telco into a technology company. Combining slam poetry set to the rhythm of the soundtrack, this ad showcases how Telstra’s various technologies and innovations, from video calling to virtual reality, enables people and businesses to thrive.
Why we chose it: The real deal breaker about this campaign is in its forward-looking approach on aligning the overall campaign narrative i.e. the unlimited possibilities with Telstra’s technology, with Telstra’s new brand story.
Transport Accident Commission (TAC): Meet Graham
TAC has built an interactive website to raise awareness on road safety. With its shocking visuals, the website makes audiences confront how vulnerable human bodies are through Graham, a fictional character whose body is designed to survive on our roads.
Why we chose it: By allowing users to interact with his legs, ribs, down to his facial features, this road safety project scores with its educational contents.
Super Savvy Me is a content hub replete with content around health, beauty, nutrition, fashion and parenting. Coupled with community reviews and attractive offers on P&G’s latest products, the platform is an informative and engaging way of marketing essential everyday products to consumers.
Latest News
The Mars Agency Announces Latest Findings Of Retail Media Report Card
The Mars Agency has developed a scorecard that assesses the capabilities of leading platforms across key criteria required to optimally plan, execute, and measure effective retail media programs. The scorecard aims To help brands efficiently evaluate their spending options across retail media networks in Australia (and New Zealand). With spending on retail media advertising in […]
‘It’s The Lesser Of Two Evils’ – NRL Eyes US Betting Market As Aussie Regulators Circle
US betting firms will be delighted by the circa 50,000 Americans who could soon watch the NRL on their favourite app.
A-League In Deep Discussions With New Partner To Keep Games On TV After Production Company Enters Administration
The A-League's insatiable appetite for scoring own goals continues.
TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick
A heated argument between two jungle members did the numbers for Ten last night, with I’m A Celeb obtaining a total national reach of 1,282,000. Fans were delighted as Candice Warner and influencer Skye Wheatley got into it over a stick of lipstick, leading Warner to dub the Instagram star “selfish.” Wheatley, best known for […]
Is The Australian Music Industry In Trouble? Inquiry Launched Following Splendour Cancellation
Earlier this week, an inquiry was launched into the challenges and opportunities currently facing the Australian live music industry in the wake of multiple festival cancellations. On 25 March 2024, the Minister for the Arts, the Hon. Tony Burke MP, asked the Committee on Communications and the Arts to inquire into and report on the […]
Liana Dubois, Leandro Perez, Aimee Buchanan & More Gather For Inaugural Compadres Leadership Event
Didn't get the invite? Perhaps you're not as important as you thought.
Cathay Captures The Unforgettable Thrill Of Cathay/HSBC Hong Kong Rugby Sevens, Via Publicis
Nobody does rugby like Hong Kong, apparently. Certainly nobody does it as badly as Australia.
Cocogun Nabs Christine Watts, Kirsty Reynolds & Shev Tan Bolstering Management & Creative Teams
Cocogun bolsters its team with new hires. Committed to purchasing a bigger sofa, too.
The Media Store’s Jacquie Alley & Sam Cousins Take The Plunge With Pro-Bono Work For Cure Cancer
B&T chats with The Media Store bosses about their great pro-bono work and sponsored swim.
Hawke’s Brewing Co. Taps Rocket Comms For PR Agency Following Competitive Pitch
We're expecting Rocket Comms productivity to crash in spectacular fashion following this win.
Spotlight On Sponsors: Patties Serves Up A Taste Of Home For Olympians & South Sydney Rabbitohs Recommit To Gambling Reform
While the Rabbitohs commits to gambling reform, B&T reckons the team should commit to a decent auto sponsor.
Google: “Inevitable” That Bad Actors Will Abuse Ads Platform As Advertiser Account Suspensions Double
Google maintains it's simply impossible for it to entirely stop bad people placing & paying for ads using its service.
Quantcast Expands APAC Sales Team With Appointment Of News Corp Account Manager
No pressure at all when you are appointed as a client success manager.
Publicis Sapient Tests Microsoft-Powered Gen AI Search Tool With Homes & Villas By Marriott Bonvoy
Given Gen AI's record for mangling stuff, B&T cannot see the problem with letting it decide your next holiday digs.
Volkswagen & DDB Group’s “Roo Badge” To Reduce Kangaroo Related Road Collisions
Watch out for RooBadge as Cannes Lions' most debated campaign this year.
Twilio Launches Unified Profiles & Agent Copilot Features To Boost Productivity & Engagement
Agent Copilot sounds like James Bond's less interesting cousin.
Reebok & Honda Among New Clients For onetwo agency
OneTwo finally lives up to its name with this double billing.
Ogilvy Report: Throw Out The Social Strategy Rule Book, The Rules Of The Past No Longer Apply
B&T was puzzled that all 'influencers' aren't, effectively, 'virtual', but here we are.
WhiteGREY & AKQA Merge In Australia, Lee Simpson Departs
Fortunately, the combined agencies aren't opting for a trite portmanteau for the new name.
Splendour In The Grass 2024 Music Festival Cancelled!
Music fans all over the country reportedly relieved they can pack away their rain coats and gumboots for another year.
TV Ratings (26/03/2024): “Fairy Bread, F***ing Disgusting”: Gordon Ramsay Slams Aussie Food In Food Stars Launch
Ramsay not one for mincing his words, even when it comes to minced meat pies.
Paramount+ International Boss Doubles Down On Aussie Content, Says Ad-Tier will Grow Audiences And Revenue
Good news as Paramount will not be binning I’m A Celebrity for re-runs of Frasier.
Brent Smart: Telstra Pushing For 50-50 Brand-Performance Split But Warns Numbers ‘Won’t Look Great’ Initially
The old brand vs performance debate continues. But here, Brent is firmly sitting on the fence.
Crowded House, Tones And I & Dom Dolla Win Big At The Shure Rolling Stone Music Awards
B&T staffer reports back with humdinger of a hangover & feeling seriously uncool after mixing with music types.
Opinion: Dyslexia “A Hidden Gem” For Brands & Agencies
Dyslexics offer underappreciated benefits in the corporate field, according to this op-ed.
David Jones Taps Criteo To Power Online Retail Media Arm
Want to see ads for things you probably can't afford? David Jones has got you covered with new retail media play.
oOh!media Sets Up Team To Target Business Audiences Across Airports & Offices
oOh! wants brands to harass you every minute of your next business trip.
QMS Launches Australian First DOOH & TV Partnership With Samba TV
Samba TV, of course, is not a channel dedicated to dancing. Much to our dismany.
Slew Of New Hires At Amplify
Four new faces join the Amplify offices. Team say desk scarcity becoming "acute".
Adobe Announces Content Authenticity Initiative Expansions To Counter Deep Fakes
Try as they might to enlighten them, we suspect Trump supporters will continue to watch and believe Fox News.
The PR Group Appoints TechCrunch Senior Reporter Catherine Shu As Director Of Content & Media
Catherine Shu makes the bold leap from journalism to PR. Says inevitable pay bump was "unrelated".
HERO Nabs Ebony Santin From AMPR
Rumours Santin cleared out the stationery cupboard before departing are as yet unconfirmed.
Karena Noble Checks Out Of EVT Hotels & Resorts To Launch Comms Consultancy
Noble still managed to squeezed in a continental breakfast before departing.
Canva Acquires Design Platform Affinity To Bring Professional Design Tools To Every Organisation
Canva & Adobe face off continues. We're not picking sides but keenly aware that Canva's office is next door to ours.
“Lean On Our Team To Help You Find An Audience”: Why Understanding Audience Engagement Is Essential In Journalism
Engaging the audience is critical to journos, apparently. We'd thought self-loathing & alcoholism were key.
Adobe Summit: Major Gen AI Developments, Data Concessions & Partnerships
What happens in Vegas stays there. Unless it's the Adobe Summit and then you get to read about in B&T.