ISSUE 19 | 18 OCTOBER 2021
Sydney Gay And Lesbian Mardi Gras Announces 3 Year Partnership With American Express
American Express and Sydney Gay and Lesbian Mardi Gras have announced that they have entered into a historical three-year principal partnership. The partnership, which runs until 2024, will see American Express as the principal partner of the Sydney WorldPride event in 2023 – widely tipped to be the largest event Sydney has hosted since the Summer Olympic Games in 2000.
While the partnership will feature support of major events, such as Sydney WorldPride, it is also hoped that local businesses can be reinvigorated post lockdown. With American Express and Sydney Gay and Lesbian Mardi Gras commiting to inspiring and incentivising spending at local Sydney businesses, in particular at local queer spaces.
Optus Augmented Reality Engages Thousands Of Wafl Fans
The telecommunications giant designed an augmented reality fuelled, in-stadium experience allowing fans of the game to create a lifelike avatar of themselves and put on their favourite team’s kit and colours.
To do this, consumers scanned a QR code and took a quick selfie, which was then transformed into the avatar. The digital characters could be shared via social media channels, and those at the game also had the ability to upload a photo of a friend if they weren’t in attendance. This was not only an engagement tool, but the activation was designed to showcase 5G network capabilities provided by Optus at the stadium.
#Empowermoves Is A Tiktok Dance With A Difference
A new trend has emerged on TikTok – #EmpowerMoves. The dance trend, which has been created in partnership by TikTok and UN Women Australia (UNWA), may appear to be a standard run of the mill TikTok dance but has a key difference. With the moves is actually a series of basic self defence actions.
The concept behind #EmpowerMoves is a movement allowing girls to show their strength and support for a safe future. The viral dance trend, which features a series of four dances choreographed by Karla Mur, has already been viewed over 10 million times.
Blackmore Launches ‘good Health Changes Everything’ Campaign
According to the Australian Institute of Health and Welfare’s report, The first year of COVID-19 in Australia: direct and indirect health effects, millions of Australians have been left feeling worse than before the pandemic regarding their physical and mental wellbeing. This is compounded by the Accenture COVID-19 Consumer Pulse survey highlighting 75% of respondents agreed a lasting societal impact will ‘increase the focus on health’.
The ‘Good Health Changes Everything’ is an empowering celebration of what good health means to consumers and the role that Blackmores products can play in supporting their health and wellbeing goals.
The Future Of TV Campaigns Is A Measurable One
On average, Australians spend 51 hours per month watching linear TV and 88 hours streaming content. This means when reaching audiences on the big screen, marketers have to think beyond linear TV alone. A key solution for this is Connected TV advertising which allows brands to reach audiences that marketers cannot reach through a linear TV campaign.
The ability to apply the sophisticated measurement and targeting capabilities of digital marketing into the TV environment has attracted a large interest from media planners and brands. They’re seeing the potential of TV’s reach, combined with the measurability of digital, and are doubling down.
Hybrid Events: Worth The Effort?
Event marketing has gone through somewhat of a revolution during the COVID-19 lockdowns, with social distancing, remote working and restrictions meaning that in-person events have been replaced by online versions. However, as restrictions have eased and in-person gatherings have returned in some capacity, hybrid events have also become a popular medium used by experiential marketers.
Hybrid events are those that merge in-person and digital events together, with the event occurring live for in-person attendees but then also captured virtually for those online to view in real time. While hybrid events can increase the reach and engagement with an event, they also have a risk of becoming dull as online fatigue continues to set in.
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