Mediaweek’s Ad Placement of the Month examines submissions of creative and clever placements over the past few weeks.
This month agencies have impressed with a diverse range of channels from TV, out-of-home street art, radio, online and social media. May also sees the inclusion of an honourable mention from The Hallway, who created a unique campaign for themselves.
But after consideration of all entries, this month’s Mediaweek Ad Placement of the Month winner is:
UM’s SEEK-Ret campaign
UM: Mondays can be tough, particularly when you may be stuck in a job that doesn’t fulfil your needs…But while finding and applying for the right job can feel a little overwhelming and uninspiring (especially on a Monday), SEEK have a little SEEK-Ret to make the process easier (hint, it’s them).
In partnership with Paramount, SEEK decided to flip the narrative on Mondays and inspire Australians to find their dream jobs. Through a series of strategically placed assets and even an in-show mention, SEEK created ‘Unmissable Mondays’, building top of mind presence across The Project, MasterChef (enabling UM to thematically link the campaign to this year’s focus of Secrets and Surprises) and Have You Been Paying Attention?; letting Australians know that with SEEK, there are better job matches than ever before… you simply have to SEEK, and you shall find.
Credits:
UM (Media Agency)
SEEK (Client)
Paramount/Ten (Media Partner)
TBWA (Creative Agency)
Initiative – Streets of Chivas
Following in second place is Initiative’s Streets of Chivas.
Initiative: Through a series of laneway takeovers, street art and posters, featuring Aussie street-culture icons, Hooligan Hefs and Flex Mami, Pernod Ricard brought new world energy to a heritage Whisky brand. Taking it a step further, Initiative linked street art to sales by delivering a Snapchat filter to amplify our street culture message digitally.
Credits:
Initiative: Media
AndPeople: Creative & talent
Thinking Loud: PR
CADA: Audio
Apparition Media: National OOH and murals
VEVO and Warner Music: Video
META, Snapchat and Twitch: Social
9NOW, 7Plus, TenPlay, Captify, Urban List, Pedestrian & VICE: BVOD
UM – KitKat shake up the For You Page
Rounding out the top three is KitKat’s shake up the For You Page on TikTok by UM for Nestle.
UM: KitKat is all about making breaks that little bit more fun. So in that spirit we partnered with TikTok to help create excitement about the launch of KitKat Milky Bar using the brand-new Interactive Add-On called Shake Surprise. A category first, users were prompted to shake their phone and were rewarded with KitKat Milky Bar showering the screen, and with details on how to get their hands on the delicious collab.
While Reach performance alone is impressive, with 1.7m Aussies reached across a 24hr period, benchmarks for both 6 second Focus View (+35%) and engagement (+23%), were smashed. Most importantly for a performance campaign, whilst 103,000 users clicked to the retailer in the traditional way (+24% vs benchmark), and additional 390,000 reached the retailer by interacting with the ad and shaking their phone when prompted. This sets a whole new benchmark, and there’s nothing shaky about that.
Credits:
Client – Nestle
Melanie Chen, Head of Marketing – Confectionary
Shannon Wright, Marketing Manager – Chocolate
Monique Ellis, Senior Brand Manager – KitKat
Media – UM
Hadley Allchurch, Senior Client Director
Rachael Lonergan, Senior Strategy Director
Yelia Schnelle, Planning Director
Cara Thomson, Planning Manager
John-Paul Williams, Senior Digital Director
Production and media platform – TikTok
Claudette Soper, Client Partner – Food, Beverage & Catering
Elizabeth Foxton, Client Services Manager – Food, Beverage & Catering
Creative Agency – Wunderman Thompson
Joao Braga, CCO
Julian Batty, Art Director
Dean Shein, Copy Writer
Miryana Velyanovski, Senior Producer
Francesca Brown, Account Manager
Samantha Scheidler, Group Account Director
Annabelle Barnum, General Manager
Honourable mention:
The Hallway has launched a creative recruitment drive for talent in advertising as the agency goes through a period of rapid growth. The Pyrmont-based agency used its location on Australia’s most densely populated street of advertising agencies to find the right people.
Based in one of Australia’s most densely populated streets of advertising agencies, Harris St – The Hallway is situated alongside OMD, Enero, PHD, Publicis Groupe and TBWA, the full-service advertising agency has leveraged that proximity to local institution, Banh-mi Co. to reach talent in search of new opportunities.
The Hallway spoke directly to those people to see if they want another role by emblazoning the Banh-mi Co’s sandwich bag with a QR code that redirected to a microsite that explained the clever recruitment drive and the current open roles – such as strategists, designers and producers.
See Also: The Hallway launches creative with recruitment drive using banh-mi
See last month’s winner: Mediaweek’s Ad Placement of the Month: Mamma Mia, it looks like we have a-winner!
Do you have an interesting ad placement coming up? Would you like your agency to feature next month and be in the running for next month’s edition of Mediaweek’s Ad Placement of the Month?
Send your submission to: [email protected] along with the agency’s statement about the campaign, agency credits and images of the placement on show.