Product / ServiceAUSTRALIA
CategoryB03. Social for Mobile
Media Placement UM Sydney, AUSTRALIA


Name Company Position
Ben Coulson Clemenger BBDO Sydney Chief Creative Officer
Emily Perrett Clemenger BBDO Sydney Managing Director
Darren Wright Clemenger BBDO Sydney Creative Director
John Aitken Clemenger BBDO Sydney Senior Copywriter
Simon Koay Clemenger BBDO Sydney Senior Art Director
Vanessa Robinson Clemenger BBDO Sydney Senior Art Director
Nick Alcock Clemenger BBDO Sydney Copywriter
Adam Smith Clemenger BBDO Sydney Copywriter
Taylor Green Clemenger BBDO Sydney Art Director
Elle Glass Clemenger BBDO/Flare Editorial Writer
Sarah Scaife Clemenger BBDO/Flare Editorial Writer
Denise McKeon Clemenger BBDO Sydney Head of Production
Bel Hissey Clemenger BBDO Sydney Group Account Director
Melanie Spence Clemenger BBDO Sydney Senior Account Director
Cicely Milsom Clemenger BBDO Sydney Account Manager
Daniel Mortensen Clemenger BBDO Sydney Head of Craft
Robin Sung Clemenger BBDO/Flare Director
Alex Guterres Clemenger BBDO/Primecuts Editor
Jess Morgan Clemenger BBDO/Primecuts Senior Online Editor
Jo Messina Clemenger BBDO/Flare Production Manager
Alison Cole GrooveQ Composer
Dave Smith GrooveQ Composer
Ashleigh Krstanoski UM Client Director
Sarina Ballauff UM Digital Director
Chris Colter UM Strategy Director
Sophie Bingham UM Group Director
Anthony Thomas UM Digital Manager
Claire Salvetti One Green Bean Managing Director

The Campaign

To get young people to escape from all the doom and gloom, we launched Aussie News Today. A social media news channel that shared Australia's unique abundance of good news. A channel designed, written, and tailored for mobile - the platform it shows up on. 87% of millennials get their news on social media, so we countered the bombardment of bad news where they hang out. Wherever our contextual language engine found bad stuff, we programmatically served good news. All in multiple languages, on multiple platforms, in real time. So far we've shared stories of street fighting kangaroos, hat eating crocodiles, koalas wandering into local shops, helicopter pub crawls, a wallaby speeding across the Harbour Bridge, the Nude Beach Olympics, and the Darwin Beer Can Regatta. We even got our own news chopper, fleet of news campervans, and a news studio on top of the Sydney Harbour Bridge.

Creative Execution

In just six months, we published 1,642 news articles, and were live and reactive in multiple languages on Facebook, Instagram, YouTube, BuzzFeed, and Twitter. We built an editorial team that features celebrity news anchors, journalists, content creators, editors, and - in a world-first partnership with BuzzFeed - young news correspondents from around the world who travelled the country and beamed good news back home in their local languages. All our content is created or adapted to suit platform, channel, and audience. Our flexible content strategy, and reactive templates allowed for quick turn around long and short form films in multiple formats, Instagram stories, listicles, articles, all the way down to Boomerangs. Our contextual language engine enabled us to target trending issues for our audience in their local area or home country. We then responded in real time with bespoke news, and with programmatic good news we had to counter almost any topic. We also targeted time of day, week, season, and major events that we knew would grab attention, or help motivate young people to want a holiday.

Aussie News Today turned the world’s bad news into good news for Tourism Australia. So far we've reached 316 million young people globally, earned 18 million views, with an average view time of over 25 seconds from videos averaging 35 seconds length. The top video scored 662,000 organic views and 2,400 shares. Aussie news became the news, generating $5.3 million dollars in traditional media coverage from 900 media clips and story syndications as our stories were picked up by media outlets around the world. Most importantly our content to conversion funnel took our audience from entertainment, to consideration, planning and booking with over 200,000 new leads and bookings from young people since launch. That’s three times as many as the same period last year. Our early tracking has also found a 12% increase in intention to travel to Australia.

Planning a Working Holiday to a destination 14,000 miles away is a major, year-long commitment. Our data and local market research showed that youth travellers (18-30 years) get inspired, and plan via social media, relying on influencers, travel-porn and friends’ experiences to dictate where next. We needed an engaging way to take advantage of this, and build Australia’s case. An idea that shared all the reasons why life would be much better in Australia in the right way, on the right mobile platform for each message. We had a natural enemy - the state of the world. North Korean missiles. Climate change. Unemployment. Student debt. Feeds all over the globe are flooded with bad news. This has many millennials dreading an uncertain future at home. Luckily, if they jump on a plane, there’s a country with more than enough good times to go around - Australia.


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