{"id":7099,"date":"2018-09-18T14:12:48","date_gmt":"2018-09-18T14:12:48","guid":{"rendered":"http:\/\/localhost:10151\/?p=7099"},"modified":"2018-09-18T14:27:08","modified_gmt":"2018-09-18T14:27:08","slug":"adweek-recognizes-um-clients-kfc-tourism-australia-with-media-plan-of-the-year-awards","status":"publish","type":"post","link":"https:\/\/jp.umww.com\/en\/awards\/adweek-recognizes-um-clients-kfc-tourism-australia-with-media-plan-of-the-year-awards\/","title":{"rendered":"AdWeek Recognizes UM, Clients KFC & Tourism Australia With Media Plan Of The Year Awards"},"content":{"rendered":"

In this ever-expanding brand marketing ecosystem, the challenge for advertisers to effectively reach their targeted audience calls for an audacious media plan. Sometimes it\u2019s a simple execution with a powerful message, and then there\u2019s a need for an off-the-wall, completely bonkers campaign to cut through the clutter. This year\u2019s crop of Media Plan of the Year honorees celebrates 23 winning teams that check those boxes and everything in between with extraordinary campaigns that sparked national conversations. From Droga5\u2019s quiet, yet impactful \u201cThe Free Press\u201d campaign for The New York Times to MullenLowe MediaHub\u2019s creepy, futuristic \u201cAltered Carbon\u201d bus shelter campaign (see the full story\u00a0here),\u00a0agencies\u2019 next-level innovation and creativity continued to shine bright in 2018<\/p>\n

\n

Universal McCann\u00a0|\u00a0Tourism Australia, \u2018Cheeky Dundee\u2019
\n<\/strong>Categories:<\/strong>\u00a0International Campaign ($1+ million, Aussie News Today),
\nBest Use of Social ($2+ million, Son of a Legend)<\/p>\n

Kangaroos and koala bears are getting ogled by more international tourists in the land down under these days, thanks to two vastly different media plans from Universal McCann and Tourism Australia (TA).<\/p>\n

\u201cBoth of the campaigns focused on showcasing the personality of Australia and Australians, which are quite unique to most people,\u201d explains Geoff Ikin, TA\u2019s general manager of global media and PR.<\/p>\n

The cheeky side of Aussies was definitely on display in both. And the TV spot added a bit of mischief. Prior to its Super Bowl broadcast, UM dropped word in a number of ways to suggest the ad would tout a new sequel to the iconic Crocodile Dundee movie that would feature Paul Hogan (the original Dundee), Chris Hemsworth and Danny McBride\u2014all of whom are in the commercial.<\/p>\n

\u201cWe spent a ridiculous amount of time to ensure the legitimacy of the concept, so people couldn\u2019t tie the campaign back to Tourism Australia,\u201d says Chris Colter, UM\u2019s global strategy director. But about a week into the tease, people began speculating that TA was behind it. \u201cOriginally, we were like, \u2018Oh no, game over!\u2019 But the thing that surprised us is it just fueled more conversation,\u201d says Colter.<\/p>\n

When the ad ran during the Super Bowl, it became clear that the movie \u201cnews\u201d was a ruse. The week following the ad\u2019s telecast saw a 35 percent growth in searches for flights to Australia, and \u201cDundee\u201d was the most-viewed Super Bowl commercial.<\/p>\n

While the \u201cDundee\u201d campaign aimed to bump up Australia\u2019s share of U.S. tourism, which has been stagnant at 1.3 percent in recent years, \u201cAussie News Today\u201d was focused on youth travelers, who make up 46 percent of international visitor spend. Europe was a particular focus, Ikin says. A native partnership with BuzzFeed was formed, and a global search for eight influencer correspondents took place.<\/p>\n

All told, the budding reporters produced 200 news spots from all over the country. The campaign tweaked some noses by pairing up the bad news in various overseas markets with fun info about what people might do or see in Australia. \u201cAussie News\u201d has generated over 27.5 million video views and 2,400 shares. And it garnered traditional media coverage that UM values at $3.6 million.<\/p>\n<\/div>\n

\n

Colter was surprised by how virile some of the posts became: \u201cEven a small Melbourne caf\u00e9 got millions of views. Sometimes the small things can perform as well as the bigger acts.\u201d \u2014Janet Stilson<\/em><\/p>\n<\/div>\n

UM\u00a0|\u00a0KFC, \u2018Weathermatic Chicken\u2019
\n<\/strong>Category:\u00a0<\/strong>Best Use of Data<\/p>\n

Going against accepted wisdom was a sticking point for Universal McCann when it figured out how to improve KFC\u2019s track record in Malaysia. Sales were at a 10-year low for the first half of 2017, even though KFC had the QSR category\u2019s highest media spend and top-of-mind recall in that country.<\/p>\n

\u201cPeople think that during bad weather, people spend more time indoors, which means that TV consumption grows,\u201d says Aparna Krishnan, UM director of digital and strategic planning in Malaysia. That, in turn, suggests that TV buying should increase. UM discovered data showing that during bad weather, mobile video accounted for 64 percent of sales, with TV coming in at a mere 13 percent. When the weather improved, those numbers flipped, with TV outweighing mobile video.<\/p>\n

It took some doing, but Krishnan and her colleagues convinced the skeptics and shifted to a buying strategy based on weather and media usage patterns. KFC\u2019s revenue rose 8 percent and servings went up 6 percent, increasing media ROI threefold in H2 2017.<\/p>\n

\u201cWe\u2019ll continue to use it in our performance and optimization strategy,\u201d says Rina Low, a UM vp, in speaking of the \u201cweathermatic\u201d buying process. She and Krishnan believe it just might work for other products or in completely different countries. \u2014J.S.<\/em><\/p>\n

Read The Full Article Here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

In this ever-expanding brand marketing ecosystem, the challenge for advertisers to effectively reach their targeted audience calls for an audacious media plan. Sometimes it\u2019s a simple execution with a powerful message, and then there\u2019s a need for an off-the-wall, completely bonkers campaign to cut through the clutter. This year\u2019s crop of Media Plan of the […]<\/p>\n","protected":false},"author":44,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[7],"tags":[],"class_list":["post-7099","post","type-post","status-publish","format-standard","hentry","category-awards"],"acf":[],"yoast_head":"\nAdWeek Recognizes UM, Clients KFC & Tourism Australia With Media Plan Of The Year Awards - UM JAPAN<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/jp.umww.com\/en\/awards\/adweek-recognizes-um-clients-kfc-tourism-australia-with-media-plan-of-the-year-awards\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"AdWeek Recognizes UM, Clients KFC & Tourism Australia With Media Plan Of The Year Awards - UM JAPAN\" \/>\n<meta property=\"og:description\" content=\"In this ever-expanding brand marketing ecosystem, the challenge for advertisers to effectively reach their targeted audience calls for an audacious media plan. 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