The son of an Australian legend. Returns home.
Brian. Son of Mick Dundee.
Thirty years after Mick Dundee, played by Paul Hogan, brought Australia to movie going audiences worldwide, Chris Hemsworth and Danny McBride star in a sequel. Marketing communications and advertising works best on the AIDA model. To gain awareness and interest in the product you’re advertising is the goal of all marketing managers. To do so on as small a budget possible is the secondary goal (or the primary goal if you’re the Finance Director). Tourism Australia produced a very funny trailer to a (sadly) fake film sequel, simply entitled Dundee and gained high brand engagement.
Tourism Australia use a host of Australian stars including Chris Hemsworth and Danny McBride but also Hugh Jackman, Margot Robbie, Russell Crowe, Isla Fisher, Liam Hemsworth and Ruby Rose. Ruby Rose being the latest up and coming actress having recently starred in the John Wick sequel opposite A-lister Keanu Reeves. Featuring in the Super Bowl, the film’s trailer has a release date of: “Coming soon, Mate”. Online engagement for the brand has increased by 1,256% according to Amobee. Although Super Bowl advertising will drain any marketing budget (the latest 30 second Super Bowl adverts going for £3.5m), this great viral video could just as easily have been used with less budget.
As you can see, a very funny video. Amobee also gives us a comparative insight showing Tourism Australia’s use of comedy to have had an effect of twice the engagement statistics of Super Bowl sponsor Pepsi. With brand giant Pepsi having deeper pockets, this is a marked achievement for the marketing team at Tourism Australia and an example of where the choice of advertising agency is the key. It has often been proven, the smaller agencies can deliver greater brand engagement and awareness than those preferred by the giant brands.
Tourism Australia make a big emphasis on the ‘Dundee Hat’, using it to great effect on their landing page to tie promoted products (flying to Australia, Culture, Events to see) back to the video trailer. Linking the products and services of your brand to the current Ad campaign is a simple easy way to increase engagement with your brand and boost sales. Using humour in advertisement and marketing will also make your brand seem more “human” allowing you to build a relationship with your target audience.
Ben Franklin once said, “If you would persuade, you must appeal to interest rather than intellect.” At YouCom Media, our advertising creates that level of brand awareness which incites interest. Your brand doesn’t want to be clever with intellect, it just needs to be interesting enough to drive a desire to act among your target consumers. And for the record, we’re starting a petition to encourage Hollywood to make a Crocodile Dundee sequel! Retweet our Twitter Post to join the petition…
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A.I.D.A. – Awareness, Interest, Desire, Action
YouCom Media News, Feb 2018, London, ‘Crocodile Dundee.’