Qantas extends cricket partnership
Qantas has become the shirt partner of the Australian men’s cricket team for the upcoming 2017-18 season, extending the seven-year relationship between the two organisations. It is the first time a commercial partner will have branding rights across the shirts of all three formats of men’s international cricket in Australia. The creation of a shirt partner is part of changes made to Cricket Australia’s commercial partnership model announced during the 2016-17 season. Qantas chief customer officer Olivia Wirth said the airline is proud to continue its long-standing support of men and women’s cricket in Australia. “As the national carrier, we are thrilled to be extending our support of these great Australian sportspeople on the world stage. Putting that jersey on brings a sense of pride to players and fans and we’re proud to be part of that,” she said. “The Ashes series is one of the fiercest sporting rivalries in the world – although – we’re hoping that rivalry is limited to the cricket field as we work to bring both nations closer together with the start of our direct 787 Dreamliner services between Australia and London next year.”
Woolworths sponsors netball
Woolworths has come on board as official supermarket partner of Netball Australia. The sponsorship involves supporting the Australian Diamonds and state, community and grassroots levels of the sport. This includes all state Netball associations and Super Netball teams, the NSW Swifts and GWS Giants, Firebirds in Queensland, Melbourne Vixens in Victoria, Adelaide Thunderbirds in South Australia and West Coast Fever in Western Australia. “We know that on weekends during the season, thousands of families across Australia head down to their local netball courts to play and support a game that is an integral part of communities nationwide,” Woolworths marketing director Andrew Hicks said. “We are proud to come on board to support a team sport that engages the Australian community in such a positive way.”
Kellogg launches trick or treat augmented reality stunt for Halloween
Kellogg has tapped Shazam for a “first-of-its-kind” augmented reality Halloween trick or treat stunt. The cereal maker is testing the replacement of physical gifts in cereal packs with a digital experience, claiming it is “scalable, cost-effective and environmentally sustainable”. Steve Sos, Shazam’s MD Asia Pacific, says: Shazam Codes provide advertisers with a frictionless way to deliver AR experiences such as this at scale. This is another great example of how Shazam is partnering with brands to help bridge their physical and digital assets.” The campaign, which includes spooky recipes and virtual activations, was developed by Orchard.
Red Rock Deli powers pop-up with programmatic
Upmarket chips brand Red Rock Deli is opening a pop-up store in Westfield Sydney today allowing customers to create their own flavours. It was developed by PHD, Origin and Soap. PHD is using real time sales data to inform the media plan around the pop-up, based on the flavour combinations that are most popular. PHD says it is using an algorithmic solution to optimise the campaign to in-store demand triggers - demonstrating that external factors are becoming a larger part of its programmatic capability. It will change messaging around the flavours that are in demand or low in stock - which will reduce disappointment it a flavour is heavily marketed by turns out to be low in stock when people arrive at the pop-up. Tom Fryett, Head of PHD Programmatic Sydney, added: “After testing a number of these ‘off-the-shelf’ real-time triggers, we believe the next evolution of this will be more brands following PepsiCo’s example, customising new signals that tie into the larger campaign. It’s great to be at the forefront of this trend of a more tailored approach to programmatic.”
The Australian Museum rolls out treasure campaign
The Australian museum is rolling out it largest ever campaign for the new 200 treasures exhibition in the newly refurbished Westpac Long Gallery. The Sydney-museum is celebrating its 190th year. Both News Corp and Fairfax Media carried cover wraps over the weekend promoting the exhibition and marketing and PR across outdoor, radio and print features NSW Premier Gladys Berejiklian, Westpac CEO Brian Hartzer, NSW Arts Minister Don Harwin and Australians who feature in the exhibition, including broadcaster Ita Buttrose, film director George Miller and architect Glenn Murcutt. There is also a major animated projection and light show being displayed on the outside of the museum from 13 - 22 October. The campaign was created by Therese Leuver and 303 Mullenlowe.
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