Inside the five most eye-catching launch campaigns of 2017
Sure, it’s stressful, but promoting a new product or service offers marketers the kind of freedom and opportunity they don’t get when they’re shackled to brand legacy. Here, Mumbrella and launch specialists Five by Five Global speak to the creatives responsible for some of the best launch campaigns of the year
“I loved the simplicity – everything that goes viral is simple”
Airtasker and Sydney Dogs & Cats Home
“A few people looked at me as if I was crazy,” jokes Alexandra Aguirre, the brand marketing manager at Airtasker. “But then I thought, ‘Who doesn’t love puppies?’”
In September, Sydney Dogs and Cats Home posted an advert on Airtasker, the Australian website that lets users bid to perform everyday tasks. “Five adorable 10-week-old kelpie X puppies arrived at our shelter after they were found abandoned in a bin,” read the posting. “With these little guys and a huge influx of other new animals, we’re in urgent need of some extra help! We’re looking for the ultimate animal lover to look after our furry friends for one day, helping out at the home in Carlton, Sydney. And, Airtasker are offering you $500 for the privilege!”
Responsibilities, it added, would include showering the dogs in love and affection, walking them in the park and taking their pictures. Of course, it didn’t take long before the ad was picked up by almost every major media outlet in the country, including news.com.au, the Daily Telegraph and The Huffington Post, as well as making appearances in countries as diverse as Germany, Holland, the UK and New Zealand. It also generated huge traffic for both Airtasker and Sydney Dogs and Cats Home. More than 31,000 visitors viewed the original posting, while a social media video reached 96,000 Sydneysiders.
Five by Five Global is an independent global communications agency that specialises in launch marketing and has offices in Australia, UK and US.
