Up-and-coming Aussie musicians will from today feature in pre-roll ads on YouTube as part of a new campaign for EXTRA Gum, created in partnership with Clemenger BBDO, Universal Music’s BRING, Mediacom and YouTube.
The EXTRA Support Acts program has paired 16 emerging musicians with Aussie music royalty, 5 Seconds of Summer, Alison Wonderland, The Rubens and 360, who’ll play an active role in promoting and raising the profile for the grassroots talent involved in the program.
Through an innovative use of YouTube’s pre-roll ads, the headline artists are transforming the ads that run before their videos into digital Support Act slots, exposing these up and coming acts to audiences of hundreds of thousands. EXTRA Support Acts is a platform that essentially lets emerging artists go view-for-view with Australian music royalty.
The campaign launches today via the EXTRA Support Acts YouTube hub (link: https://www.youtube.com/extrasupportacts), featuring 60+ pieces of content from the headline artists and their support acts, as well as a suite of OOH and social content in support.
In what is an Australian-first for YouTube, the platform is excited about the potential future use of pre-roll ads in creating innovative solutions for bands across the country.
“YouTube is excited to be working with EXTRA® Gum and Universal Music Australia on this concept, showcasing how the platform can bring together artists, music fans, and brands to support the next generation of Australian musical talent,” said a spokesperson for the company.
Universal Music Australia Managing Director, New Business, Roddy Campbell, said, ”We’ve seen all manner of branded music platforms and really feel this will be one of the best – an authentic role for the brand that creates value for consumers and artists alike.”
Clemenger BBDO Sydney Chief Creative Officer, Ben Coulson, said, “Turning ads into a stage for emerging artists seemed like an interesting idea, and fit nicely with EXTRA’s brand position.”
MediaCom Head of Strategy & Planning, Dan Connor, said, “This is a brilliant example of how you can innovate and change the way you partner with platforms like YouTube – building reach and using real music discovery data to bring the idea to life.”
EXTRA® Gum’s Marketing Director, Alison Levins, said, “At EXTRA® Gum, we’re focused on helping give Australians the confidence they need to be at their best. We wanted to extend that support to Australia’s grassroots music scene, and what better way to do it than by transforming YouTube’s pre-roll ads into digital support act stages. We can’t wait to introduce the country to the next big acts in the Australian music scene.”
Client: EXTRA® Gum
Senior Brand Manager EXTRA® Gum: Virginia Marsh
Wrigley Marketing Director: Alison Levins
Freshening Marketing Manager: Alexandra Hume
Creative agency: Clemenger BBDO Sydney
Chief Creative Officer: Ben Coulson and Paul Nagy
Creative Director: Brendan Willenberg
Creative team: Willy Maitland and Zander Williment
Head of Craft: Daniel Mortensen
Lead digital producer: Claire Bisset
Head of Account Management: Madeleine Marsh
Senior Account Director: Hanne Haugen
Senior Account Director: Emily Taylor-Delplanque
Senior Account Manager: Katie Scrutton
Production company: Milkmoney
Director: Ethan Mclean
Producer: Emma Whitehouse
DOP: Don Buppapirak