Best ofBrandedContentMarketing

AustralasiaReport 2016

By Justin Kirby, Founder & Curator, BOBCM (@juzzie)

This special SlideShare edition features 17 great examples of branded content marketing from downunder, highlighted by regional experts in our 2016 Australasia Report edited by Emily Bull at hellofuture.tv.

2016 BOBCM Australasia Report

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Campaign: K9FM Client: Mars Pedigree Agency: Colenso BBDO

A BOBCM HQ fave: a radio station for dogs.(see full case study in BOBCM D&AD Special Edition 2015)

Campaign: Meanwhile in NZ Client: Air New Zealand Agency: Host, Sydney + Two Bearded Men

Highly watchable series of short films, including this remake of the tale of The Tortoise and the Hare. BOBCM faves are Winter Ice Cream and Santa Stop Here.

Campaign: Dumb Ways to Die Client: Metro Trains Melbourne Agency: McCann

Public service announcement campaign that went viral to become one of those multiple awards winning big culture moment examples of what Google call HERO-content (see full BOBCM Case Study)

Turning the one piece of content that all airlines are obliged to create – the safety announcement – into content that not only the captive audience on board but also people all over the world wanted to watch.

Campaign: The Most Epic Safety Video Ever MadeClient: Air New Zealand Agency: Curious Film

Campaign: TinnyVision Client: NZ Transport Agency Agency: Curious Film

Public service announcement campaign using Snapchat to get message across to young kiwi audience about the dangers of driving when stoned.

Campaign: Plonk Client: Destination NSW Agency: WONDER

Comedy series about a bumbling attempt to make a serious wine programme exploring the iconic wine regions of Australia now in second season.

Campaign: The Advantage Family Client: Bayer Agency: Filmgraphics Entertainment

YouTube Channel featuring real life pet stories and how-to HELP-type videos on pet nutrition and health.

Series of short films about individuals with inspiring stories that are linked to the brand’s – 'the only limits are those you place on yourself’ – repositioning.

Campaign: Unstoppable Client: Kellogg’s Nutri-Grain Agency: JWT Sydney

Campaign: AshBecLee Client: Perth Racing Agency: 303Lowe Perth

Seven part comedy web series encouraging people to rethink what a day at the races involves.

Campaign: Kiwi Sceptics Client: Air New Zealand Agency: Host Sydney

Online reality show documenting Air New Zealand's attempts to turn four Australian 'Kiwi Sceptics' into advocates to help make NZ an Aussie destination desire.

Campaign: Game of Balls Client: Blue Ball Foundation Agency: M&C Saatchi

Public Service Announcement using porn parody of ‘Game of Thrones’ for an Australian testicular cancer charity.

Campaign: Optus Launches Netflix With Ricky Gervais Client: Optus Agency: Emotive

Viral anti-ad featuring Ricky Gervais spruiking Netflix Australia launch. Grand Prix winner of the 2015 BE Fest regional branded entertainment awards. 

Campaign: Unlimited Series Client: University of Western Australia Agency: VCD + WE.Collective

Inspiring tales of WSU alumni and the role the university has played in their journeys including former Sudanese child soldier Deng Thiak.

Campaign: Catstacam Client: Whiskas Agency: Clemenger BBDO Sydney

Empowering cats to post own pics to Instagram from their POV with ‘wearable’ tech.

Campaign: Share A Coke Client: Coca-Cola Agency: Ogilvy Sydney

Reconnecting Aussies with Coca-Cola by replacing the logo on millions of bottles with 150 of Australia's most popular names, and then making the fans the face of the campaign.

Campaign: Brewtroleum Client: DB Export Agency: Colenso BBDO

Kiwi men are asked to save the planet by drinking more DB Export beer (in order to help make beer-derived biofuel commercially available).

Campaign: #MyFamilyCan Client: SPC Agency: Leo Burnett Melbourne

Short films promoting Australian grown and produced food by humanising the farming process.

Emily Bull, Executive Producer and Co-Founder of Hellofuture.tv Jason Burrows, Managing Director, EP Television Jungle CoJason Carnew, General Manager, Haystac Adam Ferrier, Global Chief Strategy Officer / Partner, Cummins&Partners John Ford, CEO & Founder, The One CentreRoshni Hegerman, Strategic Planning Director, McCann Mike Hill, former CEO, HollerCameron Jurd, Founder, Oxygen360Alex Light, Commercial Director, VICE Australia

Danielle Long, Editor, Branded Arts Review; Curator, Festival of Mumbrella’s Branded Entertainment FestivalCiarán Norris, Director – Marketing & Business Insights Consultation, American ExpressChristie Poulos, Global Head of Video, King ContentLauren Quaintance, Co-Founder and Head of Content, Storyation Anathea Ruys, Head of Fuse Asia Pacific, Omnicom Media Group Asia PacificAhmad Salim, Group Business Director, Colenso BBDOAyal Steiner, General Manager Australia and New Zealand, Outbrain

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