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Aug 25

Realestate.com.au: Arnold Schwarzenegger Confuses Australia for Austria in New Campaign

Realestate.com.au has launched a new brand campaign named “Australia Lives Here” using Hollywood star and former Governor of California Arnold Schwarzenegger.

Arnold Schwarzenegger is famously from Austria, but in this spot for real estate listings company Realestate.com.au in Australia, he gets the two countries confused, when asking his new assistant Dylan Blocke to help him find a property back in Austria.

The campaign is created by BWM Melbourne, while the media agency Mediacom has been in charge of all media planning including the massive cross media roll-out on the 3th of August.

Whilst Schwarzenegger stars in no less than 7 new humorous ads (4 have been launched so far), there are also a series of video diaries from his Australian assistant Dylan, who runs through the features of the site. Dylan is also very active on Twitter with the hashtag #ausliveshere and you’ll find some fun interactions with - of course Schwarzenegger himself.

The aim of the campaign is to show property seekers that realestate.com.au offers much more than property listings and all the different content is produced to present other parts of the site that are helpful for consumers throughout the property cycle.

Using a star and the attempt to tap in to the culture surrounding him to promote a brand rarely works out, but I find this campaign to be really well thought out, and I don’t often come across campaigns that are truely entertaining while delivering relevant brand information across multi media vehicles and platforms.

Aug 22

Two New Ads with Two Extremely Diverse Approaches for “Got Milk?” Campaign

Earlier this year the Milk Processor Education Program (MilkPEP) decided to end the "Got Milk?" campaign nationally, but it’s still kept alive in California, where it also originated with the California Milk Processor Board.

As milk consumption is still declining, new efforts are now put in to appeal to all consumers in the sunny state regardless of their ethnicity or language and Goodby, Silverstein & Partners, which actually created the famous tagline back in 1993, has been appointed to create new work.

Together with Grupo Gallegos, an agency specialised in targeting the Hispanic market, two new commercials are ready to go on air, and they are more than a bit different!

Both ads treats how a child’s future self is determined by the nutritional choices taken throughout one’s life. The first ad below, “Champion” delivers this message in a very humorous way, while the other, named “Brave”, aim to appeal through emotions.

Aug 20

Pinterest: Say Hello to Messages on Pinterest - New Messaging Feature is Promoted in New Campaign

I have been using Pinterest for quite some time now to find and share inspiration, and I will probably begin to use it even more now as conversations has been made easier and direct with a new massaging feature.

Pinterest, of course do aim to enhance the time spend on the platform, and has launched an online advertising campaign named “Say Hello to Messages”, to promote the new direct messaging system.

The commercial blend together three narratives across the globe to demonstrate the creative applications of Pinterest messaging, displaying simple domestic tasks such a cooking to collaborating on complex technological developments and planning the next voyage.

The film has been produced by the company Strike Anywhere Films, which also made Facebook’s 10 year anniversary ad, both created with Michael Gioulakis as director of photography.

To get more information about the messaging system check out Pinterest.com.