Australia’s biggest TV advertiser last month was the federal government promoting climate claims
Welcome to a new piece of exclusive analysis from Unmade for our paid subscribers.
We’ll be working with media intelligence service Canda to uncover the most active television advertisers in both peak and off peak across Australia’s free to air TV networks each month.
With an election imminent, eyebrows may be raised at the most aired piece of advertising creative in prime time in March – a campaign spruiking the government’s credentials in renewable energy.
The data was compiled by Canda based on the number of times it recorded each ad airing across the five major metro TV regions of Sydney, Melbourne, Brisbane, Perth and Adelaide.
Prime time: Government spends big as election looms
The most active prime time advertising campaigns in March:
1. Australian Government: Australia’s Making Positive Energy
This campaign launched in September of last year, a few weeks before the United Nations Climate Change Summit in Glasgow, at the behest of Angus Taylor, Minister for Industry, Energy and Emissions Reduction.
The integrated campaign was created by The Monkeys, part of Accenture Interactive. It talks up the government’s policies in the energy sector, including job-creating “hydrogen hubs”. It makes claims about emission reductions and promotes the government’s commitment to reach net zero emissions by 2050.
Public funds paid for the 15 second version of the ad that was aired 1,859 times in peak time spots across the capital cities.
The rest of this post is for Unmade’s paying subscribers.
2. Hungry Jacks: Pork Belly Deluxe
The flame grilled burger chain continues to invest in above the line advertising after it was named by Pathmatics in August last year as the biggest spending fast food brand in digital.
The 15-second ingredient ad focuses on the new Pork Belly Deluxe rather than wider brand building. It aired in peak time 1529 times during March.
3. Vodafone: The #1 Global 5G Network
While Vodafone may lack the 5G reach of biggest rival Telstra in Australia, this message is carefully worded (and accompanied by on-screen qualifiers) to instead borrow from Vodafone’s reach in overseas markets.
The ad aired 1346 times during peak programming last month.
The work was likely among the last carried out for Vodafone by WPP’s VMLY&R after the brand called a creative pitch late last year. A new creative agency is expected to be announced shortly.
VMLY&R created Vodafone’s new “You rule” brand platform at the end of 2020.
4. McCain: There’s Something Special About ‘Nothing Special’
Part of the ‘Nothing special’ platform created by Cummins&Partners, this 30 second ad highlights how special the ‘nothing special’ moments in life actually are. Featuring comedian Becky Lucas, the 30 second ad that made it on to the Canda charts via 1226 playouts.
“We’re tapping into our roots in a very sarcastic, laconic, ‘telling it like it is’ style, synonymous with Aussie and Kiwi culture to build that deeper connection with our existing and potential consumers,” Karen Ramsay, ANZ head of communications and insights at McCain, said in a press release when the campaign launched at the start of March.
5. Sportsbet: Million Dollar Tipping
Sportsbet, which does most of its work in-house, gets straight to the point in this 15-second TVC on how to get involved in its million dollar tipping promotion, which also includes $20,000 in cash prizes each round.
The ad aired in prime time on 1193 occasions.
Off peak: Targeting (and conceiving) the kids
The most active off peak advertising campaigns in March:
1. Kidz Bop: Ultimate Playlist
The Kidz Bop playlist features child friendly cover versions of big pop tunes sung by kids, and so does the ad. Kidz Bop is a pop group that has existed for more than 20 years, with an ever-changing cast of performers.
The 30 second spot aired in off peak spots 6,877 times during March.
2. Mattel: Barbie Extra
In this ad for Mattel’s Barbie, the doll is living an influencer lifestyle in a Lamborghini look-a-like car with wings.
It aired 6,432 times.
3. Bridgestone Select: Fourth Tyre Free
In this direct marketing strategy, created by VMLY&R, Bridgestone Direct offers four tyres for the price of three.
With rain and flood-induced pot holes ruining tyres along the east coast, the timing of the media buy is to be saluted.
The ad ran in off peak slots 5,411 times.
4. Monash IVF: For the Brave Ones
This was the only 30 second message to make the top five most played off peak ads – the rest were 15-second cutdowns.
“For the brave ones” is a contiunuation of the initial ‘Let’s be brave together’ concept developed by SDWM Creative (which stands for Sick Dog Wolf Man). One in six couples are infertile, with the ad aiming to normalise the conversation around IVF regardless of the reasons why people may be considering it.
It aired 4941 times.
5. Jacaranda Finance: Jac’s got your back
The work – “Jac’s got your back” – marks the first TV campaign for eight year old finance brand Jacaranda. It was created by Publicis’s Brisbane based production agency Prodigious and was played 4913 times.
The top fives are compiled for Unmade by Canda based on the number of times a specific ad of a particular length runs on any free to air channel, including both primary and secondary channels. While the ads are a useful indication of activity in the market, they should not be treated as a direct proxy for advertising spend.
As ever, we welcome your thoughts to letters@unmade.media
Damian Francis
Unmade
