June 26, 2018

Facebook kicks off major national ad campaign

Facebook is rolling out a major advertising campaign across Australia in an attempt to reassure users that the platform can be trusted and will do better.

The national Here Together ad initiative, created in-house, addresses issues of online safety, privacy and the brand's integrity.

Launching in Australia today across out of home, digital, TV and cinema, the eight-week campaign is intended to restore trust in Facebook, informing users about its efforts to combat fake accounts, data misuse and fake news – all of which the social media platform declare are “not our friends”.

This creative will also feature six-second animations.

The promotional crusade follows its recent data calamity with Cambridge Analytica, a rise in fake news and calls for the platform to be more transparent and open.

Managing director of Facebook Australia and New Zealand (ANZ), Will Easton, says: “We've listened to what Australians expect from us, and they expect action.

“It is our responsibility to make sure Facebook is a place where everyone can stay closer to the people they care about, and to make sure it's a positive force in the world.”

Speaking to AdNews, Facebook ANZ head of marketing Alexandra Sloane explained how the in-house creative team in the US developed the original asset, and locally it carried out research and engaged with its content agency, Now We Collide, to create the end result.

“We really understood what Australia and our community needed from us in terms of an update on ways we're going to improve the experience of our platform,” Sloane says.

“Through a mixture of Australian user-generated content, as well as live action shots, we localised the Australian community that we are representing. Also, the script and voice-over are addressing particular research insights we uncovered.”

The video spots remind viewers why most engage with Facebook in the first place – as a portal to connect with family and friends.
“Then something happened,” the ad voiceover says. “We had to deal with spam, clickbait, fake news and data misuse.”

Facebook head of communications Australia and New Zealand, Antonia Sanda, tells AdNews that local research, both qualitative and quantitative with focus groups, was at the heart of the campaign.

“It’s very much focused on meeting the needs of the Australian community, absolutely,” Sanda says.

Sloane says a lot of the insight Facebook got from Australian consumers was that they wanted to hear about the actual updates and about the action steps it was taking around key areas.

As a result, it has also launched a new landing page to accompany the campaign, as a resource that pulls in all the updates in one place. Sloane says this gives users “a sense of how we're changing – how we're doing better and taking that broader sense of our responsibility”.

From there, its media agency Mindshare came onboard, with its CEO Katie Rigg-Smith explaining why they chose certain marketing channels.

“The out of home campaign is focused on eye-level, longer dwell time formats across street furniture and transit to deliver more detailed information on how Facebook is changing,” she says.

“While cinema will be used to celebrate the 60-second creative in a highly engaged environment.”

Sloane adds that the whole campaign is really about starting a more meaningful and open relationship with Australians.

“We have to start by being more open and transparent with our community, and acknowledging and listening first of all, and then addressing the things that are important to our community head on,” she says.

“And so we hope that we've not just acknowledged the broader responsibility that we have, but that we're also demonstrating action that we're taking.” 

November 15, 2017

ESPN Partner With Now We Collide

ESPN Partner With Now We Collide And Launch New Brand Playbook ‘It’s Your Prime Time’

In a competitive pitch Now We Collide have been chosen as the lead creative and content agency for ESPN Australia going into 2018.

The announcement follows successful project based work from Now We Collide which has contributed to the biggest year on record for ESPN in Australia, with audience growth across both broadcast and digital channels - a massive 21% increase in TV ratings so far this year, while the ESPN Digital Network audience has surged to reach 2.6 million unique visitors a month.

With ESPNS’s focus on creating high quality content and getting it in front of fans - all devices and screens and with sports now being 24/7, ESPN is redefining what Primetime means to their audience.

Now We Collide developed the creative and content strategy which speaks to this new way of consuming content and appeals to a younger and more ethnically diverse audience than those of traditional sports broadcasters. Using bespoke research and audience insights as a foundation, the integrated creative provides a distinct positioning for ESPN across all brand assets including TV & digital - social video templates and content, EDM, digital display, print and out of home media as well as the establishment of a brand campaign playbook for ongoing campaigns.

“We worked in close collaboration with Now We Collide, every step of the way, and their clear understanding of our audience and our brand position in Australia has led to a longer term commitment from ESPN to the agency. They are the perfect fit for us at this time” Says Patrick Bour, Director of TV and Marketing at ESPN.

Chief Creative Officer for Now We Collide, Ryan Bodger said, “ESPN gave us the ability to highlight our deeper understanding of the ESPN audience and the need for a more unified and personalised approach in the multi-channel world of sports entertainment. We used this to develop standout creative while giving the fans ownership of ESPN embracing ‘Prime Time’ as their own.

“The most satisfying thing for us as an agency is seeing the success that ESPN is having through our collaboration. Audience numbers are consistently growing across owned and earned channels. The recent US Open coverage in September was a huge audience success with ESPN audiences up a massive 172% supported by integrated campaign creative, all consistent with the ‘It’s Your Prime Time’ playbook. With NFL and NBA seasons kicking off we’re looking forward to another big year ahead. It’s an exciting time for us as an agency.” commented Keir Maher Now We Collide CEO.

April 19, 2017

A Video Led Campaign With Social At The Heart

We loved collaborating with UPI Australia and our tech partners ShareRoot to develop this integrated video led campaign with social at the heart for the release of The Secret Life of Pets. Hats off to the team at UPI for being brave enough to unleash the power of UGC - which, when planned and executed correctly, can deliver serious return on investment. The campaign proved such a success, including delivering a huge box-office return, the guys over at Marketing Magazine have published our campaign case study

August 25, 2016

#SecretLifeofMyPet Campaign Launches with Great Success

UNIVERSAL PICTURES AND CHANNEL 7 SUNRISE

GIVE ONE AUSSIE PET THE CHANCE TO APPEAR IN A GLOBAL ANIMATED FEATURE FILM!

Universal Pictures Australia and Channel 7 Sunrise have kicked off a massive 4 week promotion for the upcoming animated film THE SECRET LIFE OF PETS.

In a unique and unprecedented promotion, the pair has joined forces with the film’s production company Illumination Entertainment to exclusively give one Australian pet the chance to be animated and featured in THE SECRET LIFE OF PETS 2.

It’s no secret or surprise that Australia has a deep and abiding love for pets. More than 63% of Australian households own a pet and more than 83% of Australians have owned a pet at some point in their life*.

 “The promotion taps into Australia’s love of pets and extraordinary interest in pet content, both viewing and sharing. As a country of proud pet owners, we love showing off our furry companions. Now, thanks to The Secret Life of Pets, we’re giving owners the ultimate prize with the chance to immortalise their pet on the big screen,” says Universal Pictures Australia Marketing Director, Suzanne Stretton-Brown.

Working with partner video content agency Now We Collide & UGC technology firm ShareRoot, the competition has been designed to maximise social sharing.

To win the money-can’t-buy prize, entrants are required to submit a photo or video showcasing their pet’s star quality. People can enter a video or photo of their pet at the dedicated website or via social with the hashtag #secretlifeofmypet on Instagram or Twitter.

The moderated submissions will be aggregated and then showcased in a gallery on the competition website.  The best 5 entries as voted by a Channel 7 Sunrise judging panel will go into a voting phase where Australia will vote for their favourite Australian pet.

We are set to receive a huge amount of UGC content through this campaign that will be used to extend and amplify the film release here in Australia. We’re expecting to see UGC video content drive a big proportion of entries. Says Now We Collides’ Head of Content Strategy Keir Maher. 

“This project is incredibly exciting as it’s one of the most unique and innovative uses of UGC we’ve ever seen. It’s watershed moment for UGC marketing,” CEO and co-founder of UGC marketing technology firm ShareRoot said.

The Secret Life of Pets opens in Australian cinemas on September 8 but has already broken box office records around the world.  In the U.S, the film became the biggest opening ever for an original film, animated or otherwise.

Entries for the SECRETLIFEOFMYPET competition close at midnight on Thursday September 1st. The Top 5 finalists will go into public voting from Monday September 5th where the pet with the most votes by midnight Friday September 9th will be awarded the major prize.

* (2013) Pet Ownership in Australia Summary, Animal Health Alliance

COLLABORTAING PARTNERS:

Channel Seven
Now We Collide
ShareRoot
Mediacom