Nine Media posed a simple concept for a competition; they would give away a million dollars in advertising to the best creative ad featured.
The sticky title they gave to the competition was “State of Originality”, obviously defending Nine Media’s participation under the same name in the National Rugby League Series.
The team behind the competition is Liana Dubois, director of Powered, Nine’s marketing solutions division, and Nic Christensen, head of corporate affairs. Powered aims to help advertisers stand out from the crowd by capturing great marketing moments that are available in Nine’s asset set: TV, digital, publishing, and radio.
“Nou works very closely with all of our partner advertisers, creative agencies and their media agencies in general, especially when it comes to coming up with great creative ideas that ultimately make advertising famous,” he said. dir Dubois.
The state of originality was something new for the team, but they wanted to stay neutral in the process and let the creatives and their clients express themselves the way they wanted to. Nine would not change, alter or reject any participant.
“So looking at the realities of creativity, it can be a very subjective topic and it’s often that kind of notion of beauty is in the eye of the beholder,” Dubois said. “At the end of the day, all ads are produced based on information about the consumer, product, or category for which the ad is being made. The different brands of all brands have their own unique attitudes and all that kind of thing, ”Dubois proposed.
Nine revealed the entrants to the competition three rounds. In total, 16 brands participated in the contest and a group of four industry experts will choose the winner. Dubois and Christensen got Tara Ford, CCO of The Monkeys; Ant White, CCO of the newly created agency Howatson + White; antic adman, Gruen panelist and 3AW To have breakfast co-host Russel Howcroft; and world-renowned disruptor, former BBH CEO, founder of MakeLoveNotPorn and Cindy Gallop, global advertising legend.
In addition, Nine allowed the participation of the Australian public, with 20% of the votes cast for votes cast through the Wide world of sports website.
To add their own style to the series, the Powered team made their own creativity by working with sports retailer Rebel. Dubois said: “It was a whole collaborative process to produce a TV commercial starring some Nou talent. It was James Bryce and Aaron Mullen talking about what sport means to them, because sport means different things to different people. ”
Which-50 asked Dubois to explain what works for creative minds in agencies and with the public; we present McDonald’s “End of Night NSW” ad by DDB / OMD.
“Creatives are looking for resonant moments. I guess they are looking for content in context. And so I think at your point, that’s exactly what McDonald’s have done, because they’re trying to get the person looking at the ad to see themselves in it. And ultimately, this can influence the way you think, feel, and act as a result of saying that this is the main point of advertising, which influences your behavior. So, as a human being, if you can see yourself in advertising, you can relate to that shared experience, then this will be incredibly impactful for you, ”Dubois said.
Nine fully expect the final winner not to restrict the way they spend millions of dollars on television advertising alone. Using the language of media buying professionals, Christensen and Dubois state that advertisers and their creators will want to develop a multi-channel calendar that allows them to achieve reach and frequency goals.
No conversation can be left about advertising today without discussing future developments in the industry.
Dubois gets excited when he talks about what Nine and Powered have at their disposal.
“We have a lot of product technology that works throughout our business, on all of our channels, television, television, audio, radio and digital, probably less so in print. Printing is a very tactile medium. it’s less about technology in this space, ”said Dubois.
Nine makes greater use of social media in all its video technology. They don’t discount some old technologies, such as QR codes. Christensen and Dubois want to point out how the pandemic has invigorated and expanded the QR medium, making something old and new.
Another example with which the pair is presented is the virtual reality experience that car dealers have adopted to keep sales moving.
“There have been many challenges for the [auto] category also because now the physicality of test driving cars has been subjected to pressure in the last 12 to 18 months, due to blockages. And for this category, we know that someone is trying to drive a car and that someone is sitting inside the car after seeing the ad is kind of a critical point in the shopping trip. You are more likely to buy the car after seeing the ad and sitting down. But, with blockages and not being able to reach the dealerships to get in the cars, there has been a kind of digital and virtual experience that is being created for car manufacturers, for example, where you practically get in the car and you have like a 360- virtual experience that makes you feel like you’re in the car, ”said Dubois.
Finally, we asked Christensen what we could expect from Nine in the future, but he runs out to give us a scoop, obviously aware of being seen by competitors.
You can’t blame Which-50 for trying.