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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : CBNAT SEPTEMBER 2013
CAMPAIGNS CAMPAIGNBRIEF SEPTEMBER/OCTOBER 2013 IN ITS LATEST MOVE, the Kia Cerato campaign shifted into an experien- tial phase, with members of the public asked to make a real life con- fession to win a prize. In the 'Comfortable Confessions' video on the Kia YouTube channel, the $3000 winner, identified as "Daniel", confessed to his wife he did not like her cooking. The con- fession follows two real-life uncom- fortable moments staged for the campaign, including 'Pick of the Day' -- a public display of nose- picking at an AFL game, and 'Uncomfortable Serenade' that sees a man serenading strangers in a Sydney park. They complement earlier television ads created by Innocean that feature awkward exchanges in a car between a man and a woman who are interrupted on a date by a call from another woman he had double-booked, a marriage proposal met with a break-up, and a man who mistakes his female friend for being preg- nant. Directing the latest run of content campaigns, Noakes explained each live stunt was unique and worked as a stand-alone piece to support the recent above the line campaign. Surrounded by more media than ever before, he thinks audience attention is no longer confined to cinema screens, billboards or the TV laden living room. "Advertising has never been more abundant and audiences are becoming increasingly efficient at just switching off their attention," Noakes said. "As a result, it takes a lot to really stand out -- to become the purple cow," he added. The Sydney based director says this is why experiential and participatory campaigns cut through. "These style of experiential cam- paigns empower the audience in ways which traditional media can- not." Yet he admits that handing over the microphone also adds additional variables into the pro- duction. "We basically sacrifice a large portion of control so although the rewards of a live stunt are greater so are the risks involved to achieve it." When it came to 'Pick of the Day' (the first live stunt that received over two million hits on YouTube), the production crew had only one shot to strike gold. "There was no room for error and so many depart- ments were involved; we had the rouge camera departments, all the placed actors, the stadium cameras and all of our production people. Kia drives intothe Staging a nose-pick stunt in front of a football stadium of 30,000 fans to serenading unsuspecting strangers in a Sydney park, Kia Cerato and Innocean's 'Never an uncomfortable moment' continues to lead the way in surprising experiential content. The campaign's director, Tom Noakes of Photoplay Films, takes CB behind the wheel. Pick of the Day -- Kia's 'Never an uncomfortable moment' first live and unscripted stunt campaign. The nose pick setup Comfortable Confessions - Shoppers were asked to record an uncomfortable message from the comfort of the driver's seat. The activation took place in Westfield Parramatta with almost 200 people participating.
Campaign Brief May-June 2013
CBNAT NOV-DEC 2013