MATESONG

CASE STUDY

THE CONTEXT

With Brexit looming, Tourism Australia anticipated a decline in British tourists (who spend $3.3B yearly). Big vacations, especially to a place on the other side of the planet, were simply less of a focus in the context of such extreme uncertainty.

We wanted to remind the Brits of the bond we shared; we are the little brother who has always been there – whether that be in sport, in battle, or providing quality programming like Neighbours.

The more we thought about it, the more it seemed that Brits could really use a mate, a bit of a laugh, and probably a holiday.

THE WORK

We created Matesong – a 3-minute ballad, delivered by Britain’s favourite Aussie, Kylie Minogue.

It was a reminder to the UK of the brotherly relationship between the two countries. A stunning country that would welcome them with open arms.

In the lead-up to the launch of Matesong, we created a series of on-station idents in partnership with ITV that mimicked regular unbranded TV programming.

Out-of-home advertising and an appointment to view in TV guide scheduling, planted the seed of a special Kylie performance.

Then, on Christmas Day, right before the Queen’s speech – when she was expected to talk about the tough year they’d all had – our ballad went live, with digital roadblocks capitalising on dual-screening behaviour; and cross-channel cut-downs during the evening’s Christmas specials.

For the first time ever, one country created a bespoke piece of work to directly talk to another country on a personal level.

ITV STATION IDENTS

TV GUIDE SCHEDULING

OOH

TEASER PRESS

KYLIE’S SOCIAL

RESULTS

40
million generated in earned media
46
online views within two weeks
182
digital media impressions between Christmas and New Years Day
700
increase in search demand for Australia
1
searched holiday destination globally
3
more popular in searches than our nearest competitor

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