And the Oscar goes to…Samsung

If there was an Oscar for Marketing, this year the gold statue would definitely go to Samsung. If you have no idea why this is the case, you must have missed the most tweeted "selfie" of all time. As soon as Oscar host Ellen DeGeneres snapped the celebrity-stuffed selfie, including Meryl Streep, Kevin Spacey, Jared Leto, Bradley Cooper, Julia Roberts, Brad Pitt and Jennifer Lawrence using a Samsung Galaxy Note, it was nominated as one of the most epic product stunts ever.

 

Reportedly, Samsung was mentioned 40,000 times over Twitter, Facebook and other social media platforms while the ceremony was broadcasting. Although Samsung has not been referred to by Ellen DeGeneres in her tweet, the brand reached a top of 900 online references a minute because of the epic selfie. By the end of day, the tweet itself was retweeted over 1.3 million times, breaking the record for the most retweets previously held by President Obama on the night of his second election in 2012.

Despite my absolute addiction to Apple’s iPhone, I have gained a lot of respect for this Samsung marketing stunt. It is speculated the electronic giant spent around twenty million dollars for its entire Oscar sponsorship package. Yet, there is no evidence whether it was a spontaneously taken selfie of Ellen DeGeneres and the mega movie stars, or whether that product plug was carefully designed prior to the moment, but at the end of the day, Ellen’s photo makes every dollar the company spent on its Oscar sponsorship worth it. "Ellen's selfie is going to be more impactful than their commercials. You can't buy that magic of going viral," – said Allen Adamson, Managing Director of Landor Associates - a branding firm owned by WPP PLC, in a Wall Street Journal article.

The Samsung Oscar selfie already has my vote for that gold statue. It is not simply because of the brand’s huge social media success, but because it has actually left me searching for a white Galaxy Note 3. 

Elena Sveshnikova
Current student in the Master of Marketing program at the University of Sydney Business School

Ultra Reality: What would you do in this situation?

LG Meteor Prank
The LG, Korean electronics company created hidden camera prank advertisements to show off the clear image of their HD TV. Unknowing participants showed up to what they thought was a job interview, but were actually walking into the “ultra reality” of the LG TVs. Participants were secretly filmed, and their reactions to the episode have gone viral. LG successfully promoted the great image quality of their TV product.

In the online commercial advertisement, job applicants walk into an artificial office where an 82-inch Ultra HD TV is installed behind the interviewer, disguised as a real window displaying the city landscape. Interviewers begin the job interviews like normal. Before long, a huge meteor and a shining orange light slowly starts to be seen through the fake window by the interviewees. The reaction by all is panic, as the meteor drops and crashes into the city landscape, creating what looks like a huge dust cloud that sweeps over the office. The commercial ends in a comical relief, as participants find out they were only experiencing the "ultra reality" of the LG TVs.

For several years, the excellent image quality of this LG TV has been acknowledged by many certificate authorities such as Intertek (UK) and UL(U.S). Unfortunately, showing off the clarity of the product through a traditional TV commercial proves difficult to the customers watching the ads on their old TV, mobile phone or computer monitor. LG seemed changed its commercial strategy to a viral marketing strategy. The reactions were posted on YouTube and the audience attention was huge. Around 5 million views were recorded in the first five days, with over 10 million views after 3 weeks (23/Sep/2013).

According to the "SCORE" method of analysing advertisements, which I learned in about in my Integrated Marketing Communications class, LG's strategy had a considerable effect of attracting attention from its customer. I believe the key message that LG wants to portray about its product to people is that it achieves a high quality of image, which is very simple and clear. LG realizes it needs to concentrate on what it is good at; crystal clear images. This commercial's target audience could be, I believe, people between 30 and 35 years of age who comfortably use social media and have the economic capability to buy an HD TV.

The method for showing the crystal clear image of the TV was highly creative, which combined a hidden-camera prank with a "movie-like story". LG achieved its true goal of demonstrating the superiority of its product in an unforgettable way.

Joonam P. 
Current student in the Master of Marketing program at The University of Sydney Business School

Air New Zealand rebrands safety

Air New Zealand is one of those special companies. I know I have a biased view, as I would definitely classify myself as a loyal customer. But the fact of the matter is that their new safety videos are creating quite a stir; a good stir.

 

What began as a way to separate themselves from the competition (and gain the short attention span of  their customers) has now become a tactic that has generated incredible word of mouth, enthusiasm and personality for the airline brand. And Air New Zealand’s safety videos are getting more and more imaginative.

From Bear Grylls to a plane load of hobbits, Air New Zealand has not only defined and set apart the persona of its brand, it has capitalised on the spirit of New Zealand. Studies show successful companies leverage their strengths. Given that Air New Zealand  belongs to a young, green and “anything-goes kind of country,” one of the major strengths the airline has capitalised on is the spirit of the New Zealand people. On top of that, they are creating interesting and engaging content, as well as playing into modern habits of tuning out and turning to screens and visual communication.

Their latest safety video starring Sport Illustrated models Chrissy Teigen, Ariel Meredith, Hannah Davis and Jessica Gomes has received praise and critique over the sexualisation of women. However, when something is set in the beautiful Cook Islands – how else could this subject matter be approached? As a self-proclaimed feminist, I thought long and hard about how I felt about this video. Could such a successful piece of content marketing violate my ethical standing? At the end of the day, when compared to some other examples of the sexualisation of women in advertising, I feel this Air New Zealand video is well natured and liberating more than anything.

So, as the weather remains rainy and grey in Sydney over the next few days, no doubt more people will be viewing the already popular safety message, drenched in smiles and sunshine. Kia Orana, everyone!

Hongi Luo
Current student in the Master of Marketing program at The University of Sydney Business School

Tips for International Students

I clearly remember my first day of the Master of Marketing program at The University of Sydney Business School last year. I could not sleep during the nights leading up to it. I was nervous, but also very enthusiastic. I had so many questions. Besides general study concerns, there was one question that worried me the most – as an international student, what skills would I have to gain and improve alongside my Masters to be recognised by industry employers?

I was happy to find support from my local classmates and University staff in this regard. So here are some useful tips I received from the Education, Careers and Employability Office at The University of Sydney Business School to help our new international students dive confidently into their first semester.

Elena Sveshnikova
Current student in the Master of Marketing program at The University of Sydney Business School

Tips for International Students, provided by the Careers and Employability Office

International students face more challenges in gaining work than their local colleagues due to two main factors – (1) Lack of English speaking skills and (2) lack of experience in the Australian workplace. These facts were gleaned from research recently conducted by a Monash University academic who was commissioned by the CPA to find out what International students are facing when marketing themselves to the Australian workforce.

Based on these findings, it would be recommended that International students who struggle with their written and verbal communication skills improve them where ever possible. This can take the form of joining conversational English groups, and attending student society groups for an opportunity to use English language skills more often. Many international students have an understandable tendency to gather in their own language groups and fall into a regular habit of speaking in their own tongue. It would be recommended that you join or create a group within your community to improve English speaking skills, where you speak it as often as possible and get honest feedback to make any improvements.

The other way to improve your communication skills is to get any sort of work experience, be it paid casual or part-time work, an internship or voluntary work. This is a great way to get you speaking with different members of society.

A common misconception amongst International students is that the more you study and the better your grades, the more employable you will be. This can be true in part, however without the basic communications essentials, a Masters and several degrees under your belt will not be sufficient. As with any workplace in the world, communication skills, be it written or spoken are always going to be at the top of the list. To assist you with this process, identify your strengths, both skills and personality, and articulate these by using demonstrated examples for use in your interviews, cover letters and resumes. It really comes down to (a) transferrable skills (not just your technical ones), and (b) your experience.

Another tip is don’t de-value the non-discipline related work experience or opportunities that come your way – all of this can enhance your employability and are often the skills sought by employees. For example, you may be studying Engineering, and work in sales at a whitegoods retail outlet. Your customer service skills, your technical knowledge and knowledge of how a business runs will score you points when applying for other work.

Most importantly, practice your English speaking skills as much as possible and don’t be afraid to make mistakes! People will respect and admire that you are making an effort to communicate your thoughts and feelings and will often assist you to make your point clear.

Susan Smith, Careers Services Manager – Education, Careers and Employability Office, The University of Sydney Business School

Going to places where brands have never been, with GoPro

There are a lot of murmurs about Gopro on the Internet at the moment, with many news websites speculating about their plans to take the IPO plunge. However, Gopro seems to regularly generate a lot of attention, as new videos are constantly circulating which showcase not only beautiful scenery and extreme sports, but also the capabilities of the tough little camera.

The word Gopro brings to mind awe-inspiring, fun videos and a daredevil-kind of coolness. Perhaps it wasn’t what the brand was going for from the beginning, but it’s certainly working for them now. The company started in 2002, and has grown its brand organically to a place where it is now considering following in the steps of Redbull and becoming a media company. Whether it comes to fruition or not, the potential is definitely there.

What I like about the company is its ability to embrace the way its customers have used the product. Gopro not only produces is own content - such as the remarkable video below with Kevin Richardson, who calls himself the Lion Whisperer - it also has a team constantly on the look out for new and exciting user-made videos to be featured on the company's website and social media channels: the perfect example of audience engagement and co-creation.

Where ever Gopro may be going, you can be sure that we’ll all be watching, through shares, likes or even as we make our own videos.

Enjoy some favourite Gopro moments below:

Hongi Luo
Current student in the Master of Marketing program at the University of Sydney Business School

Are you supporting AT&T or Coca-Cola this Sochi Olympics?

The Sochi 2014 Olympics have begun. And despite all the political controversy, I believe that the Opening Ceremony of the Sochi Olympics was simply stunning. I'm not only talking about the lush fireworks, but also the hundreds of creative people who put their hearts and souls into the design, production and performance.

However, the controversy surrounding the human rights issues in Russia shouldn’t be ignored, and the Olympics seems to be one of those special occasions when it’s perhaps necessary and right to make a public statement about protecting the equality of all people.
While companies like Google, AT&T and American Apparel have taken a strong position against Russian anti-gay legislation, global players like Coca-Cola and McDonalds are being heavily criticised by some for not speaking out against the law.
But, as Katie Bayne, President for North America brands at the Coca-Cola North America unit of the Coca-Cola Company said in an article published in the New York Times, what about the fact that multi-national brands, such as Coca-Cola, have always been about “inclusion and diversity”?
All mentioned companies to some extent have ties with the Olympics, but while AT&T and American Apparel appear to operate mainly in the US market, most of Coca-Cola’s and McDonald’s revenue comes from international markets. Perhaps, taking or not taking a strong stand by these brands might also impact the view of customers who are very sensitive to the presence of companies heavily sided in a conversation which is against their own views.

I am not going to arbitrate any company’s position regarding the Olympics and call it right or wrong. While I am not in agreement with the politics of the Russian Government, I do not want to criticize those advertisers who are proving support for the Sochi athletes. If I start to judge the Olympic sponsors for their involvement, then should I as viewer even watch the Olympics because I don't agree with in the current political landscape in Russia?
The Sochi Olympics has certainly proven to be a difficult arena for brands to find the right balance between retaining their value, maintaining a positive image in the eye of the public and advocating support for the athletes. This is probably why there are just as many supporters and critics for Google and AT&T as there are for Coca-Cola and McDonalds. As a marketer, I find it most interesting that Coca-Cola and McDonalds were not fully prepared for the social media backlash their positions have created. It looks like they simply underestimated all warning signals from the very beginning.
However, it’s too early to speculate over what particular brand will be on the ‘winning side’ in the end. But what is already clear is that for marketing practitioners, this Olympics case adds another layer to the role of marketers; greater than ever before, today’s marketer is dealing with not just with unhappy customers, but also with serious social issues.
Elena Sveshnikova
Current student in the Master of Marketing program at the University of Sydney Business School

Tugging at Your Heartstrings and Changing the Way We Advertise

We’ve probably all watched the 3 minute 22 second video of Chipotle’s Scarecrow. It doesn’t seem like a long time – but for an advertisement on the internet, it’s held the attention of viewers far longer than most.

It’s an inevitable process. With the growth of online campaigns, viral videos, YouTube, Facebook, the cloud and platforms like Hulu and Netflix, the lines between marketing, advertising, entertainment and information are quickly blurring. Chipotle’s Scarecrow ad is a great example – without some entertainment value, how else is an advertisement supposed to capture the attention of time-poor people around the world? Now, Chipotle is capitalising further on this ad-entertainment notion by announcing a show that will sit alongside regular programming on Hulu.com.

A recent Fast Co-exist article expounds on the campaign. On “February 17, 2014, the latest and greatest milestone in the fusion of television, advertising, and advocacy – the premiere of a Chipotle's mini-series Farmed and Dangerous,” says staff writer, Stan Alcorn. Featuring Ray Wise, from Twin Peaks, the trailer is somewhat confusing, as it’s not immediately clear whether the video is a parody or a real response…or  if it’s actually a trailer for a real TV series.

Either way, this campaign will be the first of its kind. While I can’t speculate on its effect on the future of entertainment and advertisement, I have a feeling that product sponsorship in movies and television will be taken to a whole new level. Keep your eyes open for it!

Hongi  Luo
Current student in the Master of Marketing program at the University of Sydney Business School.

Newcastle Brown Ale's Almost Super Bowl Ad is Super Great

Newcastle Brown Ale didn't buy any airtime during the Super Bowl. You’d think that would be the end of their Super Bowl 2014 advertising story, but it’s not. Instead, they have made quite a splash through a hilarious campaign about how they almost did – including an endorsement by Anna Kendrick.

I’m not a beer enthusiast (or even a drinker for that matter), but the recent Newcastle Brown Ale ad has at least secured the position in my mind that if you want a beer that’s no fuss, get-straight-to-the-point kind of practical – you want a Newcastle Brown Ale. “Don’t feel like being the showy person at the bar with your imported, blue ribbon brew? How about a Newcastle Brown Ale? Can you laugh at yourself and roll with the punches? Have a Newcastle Brown ale!” For a non-beer drinker, I think their recent advertisement has totally hit the mark.

Why?

Not only does this campaign create strong positioning for the beer brand, it plays off the existing positioning of its competitors in order to reinforce reasons why you should pick Newcastle Brown Ale. From the tone to the execution, the creative, loyalty – inspiring message for the ‘everyman’ is clear.

As stated at the opening of the advertisement video on ifwemadeit.com “At Newcastle, we don't believe in making multi-million dollar Mega Football Game Ads. We do believe in creating multi-hundred dollar storyboards about them.”

Check out all the videos and more on the campaign by visiting their website ifwemadeit.com.

Hongi  Luo
Current student in the Master of Marketing program at the University of Sydney Business School

Do you believe in marketing miracles?

As the Christmas season approached last year, my 13-year-old son asked me if Santa Claus was real.  It made me aware of the fact that he is getting older, and beginning to question some of the ideas he previously simply accepted as the truth.  I procrastinated in giving him a direct answer. Instead, I left my son wondering if there is something special and unexplainable about the Christmas season. I  wanted him to believe that sometimes special occasions and seasons take place when common things seem to turn into real magic; a time when people want and choose to share goodness and happiness with others.   

For marketers, Christmas can be a very special time in which to bring something unique to their customers. We recently saw a great case in Australia of reaching customers and inspiring loyalty in a creative way through the Woolworths and Bringing Christmas Together with Jamie Oliver campaign. Another exceptional example of a marketing miracle was created by marketers from the Canadian airline company, WestJet.

A marketing campaign that began in August 2013 was launched shortly before Christmas when 250 pre-selected passengers from two WestJet flights were surprised when their Christmas wishes came true.

Source: Digital Trends

Guests were greeted by a digital Santa Claus at the airport before their flights. Santa asked travelers what they desired for Christmas, while airline marketing ‘wizards’ secretly recorded the information. Once the flights took off, WestJet staff members in the destination cities scrambled to collect the presents to fulfill the passengers’ wish lists. When the two flights arrived, the passengers routinely  gathered at the baggage claim expecting their luggage. Instead, they received the surprise of their lives when they were met with the gifts from their wish lists. According to WestJet newsletter, almost 360 gifts varied “from socks and underwear to a snowboard and an Android tablet to a big screen TV” had been collected. What started as a simple idea to please customers during the Christmas season quickly went viral, with more than 25 million YouTube viewers of the WestJet Christmas miracle video. 

Whether it was a hearty gesture from WestJet to its customers, or just simply a smart piece of marketing to generate positive brand perception, or perhaps both, I must admit that the WestJet marketers did a fantastic job of positioning its brand in an absolutely stunning fashion. "It makes WestJet stand out as a company that goes outside of the norm to take care of its customers," said David Soberman,  the Canadian national chair of strategic marketing with the University of Toronto's Rotman School of Management.  For the full article see 'WestJet brand soars thanks to viral video hit' in Winnipeg Free Press.

I have watched this heart-warming video with my son many times, and believe it is an example of how miracles can be real if there is someone who makes them happen. Perhaps from this point forward he will start to believe in good marketers, rather than Santa Claus.

Elena Sveshnikova: Current student in the Master of Marketing program at the University of Sydney Business School.

Armani models wanted

The topic of branding has been weaved throughout the entire fabric of the Masters of Marketing program. In the Innovative Marketing Strategies unit, we learnt that experiential marketing is a key factor to brand building as it encourages deeper and more frequent thinking. As markets continue to become more complex and competitive, many brands are turning to experiential strategies in order to differentiate themselves, to capture audience hearts and minds, and to drive growth.

Experiential marketing can be a significant investment so it has tended to be dominated by large global brands such as Coca-Cola. Coca-Cola have led the way in experiential marketing through campaigns such as the “Hug-Me” and the “Happiness” vending machines through to the "Small World Machines" campaign. That said, I recently heard of an innovative experiential campaign called “My Picture My Statement” which was executed by Giorgio Armani in Tokyo.

My friend Ashleigh took part in this campaign that involved inviting members of the public to become a model for a day and have their picture taken in Armani clothing at a nearby store. The campaign went something like this:

The entire interaction was well executed and controlled to ensure participants had the desired brand experience. Exclusivity was key and participants initially received a warm VIP welcome, had the store to themselves, were free to look around and select an outfit before being the star in their own Armani photo shoot. I put a few questions to Ashleigh to try and determine the impact of this campaign:

Me: Have you ever been into an Armani store before? Are you more likely to go again?

Ash: No I hadn't really been before. Yes I would go again - now I know that the clothes fit me. I really want that dress I wore!

Me: Would you have bought Armani products before? Are you more likely to now?

Ash: No I hadn't bought them before. It's still a bit pricey, but as I walked around I looked at all the prices and it was actually cheaper than I thought. So I'll keep it in mind.

Me: Has it put Armani above other luxury brands that might be in your consideration set?

Ash: It's moved it into the consideration set.

The exciting thing about this campaign is that Armani is actively targeting a new audience in order to widen its appeal within the saturated luxury goods market in Tokyo. The Armani brand tends to conjure up images of the fashion literate elite, but this campaign makes the brand more accessible in the minds of many potential new customers. It also encourages a shift in attitude towards the brand, creates positive associations, drives online and offline word of mouth, and most of all lets the participants test drive the product through an in-store experience. Who wouldn’t want to buy something they have selected and look great in (especially when they have a photo, and hundreds of Facebook comments, to remind them of how great they looked)?

The campaign will play a critical role in spreading information about the brand but it does come with a number of risks. Armani loses some control of its brand and it also can’t be seen to be diluting its prestigious reputation within the fashion world. However, careful execution will minimise these risks and, I think, result in two core benefits for Armani. Firstly, they are likely to convert dormant customers into buyers, and secondly, the brands exclusivity will be strengthened, as its products will still remain aspirational for many. This desire is an important ingredient to ensure the long-term success of any luxury product. Luxury brands are not immune to today’s challenging market conditions and it is good to see Armani rising to the occasion and trying something new.
What do you think? Should Ash buy the dress? Is this a good route for luxury brands?

 

Ashleigh as an Armani model

Adam Kennedy: Current student in the Master of Marketing program at the University of Sydney Business School

What's your research method?

Understanding your customer is fundamental to any successful brand. Marketing research seems to be the key ingredient for many winning stories. Therefore, the big challenge for marketers is to figure out the right method for the question at hand.

Now, more than ever, the tool-box for market research is huge. For instance, online surveys are now used as a knee-jerk answer to just about anything. I argue, however, not every research question might be answered through only a digital platform. And, of course, none of those web data-collectors can fully substitute direct one-on-one engagement.

In completing my final Master of Marketing consulting project, I have constantly doubted myself on research design. With my client and their customers being based online, I deliberated over whether or not it might be meaningful to jump into a face-to-face journey. In my Master of Marketing classes I have learnt about how crucial it is to understand customers on a personal level. The recent Walhub case also emphasised this topic for me.

The American firm Upwell created Walhub - a new electrical switch cover that has space for your keys and mail. Upwell first wanted to thoroughly test whether this concept was marketable prior to entering into large-scale production. But instead of going the trendy digital research way, Upwell marketers approached their customers in a real-life shop environment. As Upwell recently unveiled, their marketers were uniformed as regular IKEA staff who occupied some space at a local IKEA with Walhub samples boxed in an IKEA manner.

Personally, I think the Walhub research approach was simply awesome.  They wanted to observe how their potential customers would respond to the new product in a real retail situation - would people even have the desire to purchase this item? Marketers then recorded those activities and articulated a marketing stunt out of it. 

Looks simple and pretty clever, doesn’t it? Just in one move Upwell nailed brand awareness and gathered very personal customer feedback. I do love this market research method undertaken by Upwell, even though some controversy is involved. The results of this survey seem unclear about whether people were interested in buying the exact product, or whether the outcome was influenced by IKEA’s retail environment. But as an example of a creative research approach, this Upwell case is a brilliant one.

Whilst research tool-kits are doing a great job for particular business cases, the art of the market researcher, therefore, is to go beyond narrow and comfortable research methods, and to design marketing research that will really get to the bottom of things.        

Elena Sveshnikova: Current student in the Master of Marketing program at the University of Sydney Business School.

New year, new trends

No, I’m not talking about what will be gracing the window fronts of fashion retailers. With a new year come new resolutions, new habits, and new attitudes. As a marketer, anticipating these new trends can be critical. For example, while all things digital has been growing for a while now, the Internet is aflutter forecasting a trend in 2014 that will see people put down their devices. 

JOMO.

A competitor to the very successful FOMO (Fear Of Missing Out) acronym, JOMO is here to help people embrace the Joy Of Missing Out. Trend forecaster JWT has listed JOMO as one of its top 10 predictions for 2014, and explains it as living mindfully and switching off.

The Huffington Post explains JOMO, and it’s interesting to see even companies like Google embrace ‘silent mindful lunches,’ where you won’t see any phones or laptops sitting alongside your chicken salad.

What will this mean to social media this year? Will people really switch off and stop uploading their most recent meal?

With JWT predicting another trend being the end of anonymity, with surveillance technology fast growing to soon track every single purchase decision we make, it’s not a surprise that people are turning away from their screens. For a marketer, this seems like a double-edged sword, providing more insight but also more resistance.

In our Ethics and Regulatory Environment paper, we often discussed in class the shifting position of using technology to learn more about consumers and tracking people’s habits. While there is no hard and fast answer as to what’s wrong or right, I think that JOMO could be a great movement. Not only will it give people more time to themselves, it can also be the step that pushes companies to find more engaging and innovative ways to connect with their customers. 

Hongi Luo: Current student in the Master of Marketing program at the University of Sydney Business School.

Master of Marketing welcomes 2014!

We’re refreshed and excited for the new year! Marketing Matters will continue to bring you news from the Master of Marketing course, along with insights, news and opinion related to all things marketing.

2013 saw the largest cohort yet, and many of us have worked incredibly hard to finally arrive at our final project. With the first ever mid-year intake, many of our fellow students will also be continuing their studies in 2014. Congratulations to everyone on their fulfilling time at the University of Sydney Business School!

Visit our website for more information about the Master of Marketing.

Hongi Luo: Current student in the Master of Marketing program at the University of Sydney Business School.

Master of Marketing Receives AMI accreditation

It’s been a big year, not just for us students, but also for our degree. To close finish it all off, the Master of Marketing at the University of Sydney Business School has received accreditation from the Australian Marketing Institute. The highly respected industry body has 7300 members nationwide, and the Master of Marketing will be the second marketing degree to be accredited in Australia.

The accreditation is the outcome of a long process of preparation and has involved a team of staff members of the Marketing Discipline and the Business School. It will add another dimension of quality to this already highly regarded program offered by the University of Sydney Business School.

AMI says the key focus of the accreditation process is on providing educators with industry feedback and assistance with curriculum development to “ensure continued professional relevance for marketing graduates”.

“The quality of each marketing course will ultimately be judged by the ability of its graduates to perform at a high level in a changing and competitive business environment,” the institute says. “This requires a flexibility of approach and a commitment to a lifetime of continuing marketing education.”

The Master of Marketing Program Director in the Business School’s Discipline of Marketing, Associate Professor Pennie Frow, has welcomed the AMI accreditation describing it as “hugely important to our students, faculty and the professional marketing community”.

“It is a recognition that graduates from our Master of Marketing are equipped with the practical skills and knowledge to tackle current business issues,” Associate Professor Frow said. “Accreditation means that employers can be assured our students undertake a program of rigorous applied learning that sets them apart in the job market.”

Congratulations to all the staff and lecturers of the Master of Marketing and the Business School for this prestigious recognition. What a great way to see off the year, and be sure to keep an eye out for more on this accreditation in the new year!

Hongi Luo: Current student in the Master of Marketing program at the University of Sydney Business School.

Jamie Oliver, Woolworths, Christmas, and our very own, Amanda!

December is well and truly here. Although in the southern hemisphere we don’t get the snow and frost, it doesn’t make the festive season any less of a celebration! One of the most important elements of this time of year is food. And how lucky we are in Australia, to be spoilt for choice and quality. However, in a season of overindulgence, the need for advocates for healthy eating is more important than ever.

Enter Jamie Oliver.

Along with the masses, I’m a huge fan. So it was very exciting to see him promote fresh food messages with Woolworths this Christmas season. But it doesn’t end there. A current Master of Marketing student, Amanda Nakad, worked up close and personal with Jamie in the UK and helped pull together the whole campaign. I jumped at the opportunity to ask her some questions about Woolworths and Bringing Christmas Together with Jamie Oliver.

View the Bringing Christmas Together with Jamie Oliver television commercial.

How was it co-coordinating such a big project? Especially an overseas project?At Woolies, we believe Christmas is about sharing good food and good times with friends and family. We know Aussie expats living in the UK miss great produce from home at this important time of year, so we wanted to bring them the great taste of Australian fresh produce in Jamie’s home town! Coordinating this project was definitely a lot of fun. We haven't had a TV shoot of this scale in a while, so I was honoured to be a part of it. There was a lot to be done, but luckily we have such a great marketing team at Woolies who love to get involved, so we had a lot of help! Knowing that it wasn't in Australia meant that we had to be very well prepared in advance, and it all ran very smoothly. We are so happy with the ads! Going to London in particular was amazing; it was actually my first trip there so I tried to squeeze the tourist activities in somehow... But getting to meet and work with Jamie was definitely the highlight of the trip.

How long have you been working on this for?We have been working on this for approximately six months.

Will Jamie be hitting our shores and a Woolies store any time soon?He sure will, and we're really excited to continue working with him. Watch this space!

Can you tell us a little bit more about the logistics of phasing out the sale of caged eggs in Woolworths stores?We are working with our suppliers to support them through the transition period including long term supply contracts so they can have the confidence to invest in infrastructure changes and reducing the cost of production, in turn keeping prices affordable for our customers.

Woolworths and Jamie Oliver are such a perfect fit, especially with Woolworths being "Australia's fresh food people." What do you think is the biggest marketing benefit from partnering with Jamie Oliver?Jamie is world famous for his passion for fresh food, and as Australia's fresh food people we believe our relationship is a natural fit. Jamie loves Australia and Aussies love him, so he’s a natural choice for us. Our partnership will focus on bringing better, healthier, affordable fresh food to life for everyday Australians, giving them the information and confidence to prepare great tasting fresh meals at home. Our biggest marketing benefit is the ability to communicate the benefits of eating healthy to Aussies everywhere, and potentially change behaviour and the health of Australians.

Amanda Nakad: Current student of the Master of Marketing program at the University of Sydney Business School. Amanda is also part of the Brand Strategy team at Woolworths.

Hongi Luo: Current student in the Master of Marketing program at the University of Sydney Business School.

Louis Vuitton’s lesson in sensitivity

In advertising, especially in fashion advertising, it is all about shaping the boundaries of creativity. It is all about trying to make your customers to say WOW.  In doing so, marketers and advertisers sometimes forget that there are specific sensitive areas, like the deep seeded feelings of a nation, that could turn any creative idea into a mess. In such instances, nobody can predict how promotional words, images, or even a selected media spot in an event can resonate with a particular cultures' people.

Let’s look at last week’s example when French luxury brand, Louis Vuitton (LVMH Moet Hennessy Louis Vuitton), placed a gigantic suitcase on Moscow’s historic Red Square. Suddenly, the massive nine-meter tall, 34-meter long Louis Vuitton trunk just materialised there. Placed just few steps from Vladimir Lenin's mausoleum. Once the first images of this mega-suitcase, branded with LV monogram, hit viral status, people hardly believed it was for real.



Photo: Reuters

Not surprisingly, it has sparked huge backlash among many Russians. I have learned from Russian media and comments amongst friends on Facebook that different social and political groups were insulted by Louis Vuitton’s performance. Some patriots were mad due to a foreign brand blocking the view of admired sites, like Lenin's mausoleum and St. Basil's Cathedral. But nearly all Muscovites simply complained for aesthetic reasons. 

It was initially intended to be a beautiful and whimsical Louis Vuitton promotional initiative – including an exhibition called "The Soul of Travel," with all profits from tickets being donated to children’s charity. However, it has now become a synonym to bad taste. The enormous Louis Vuitton suitcase was put down before the exhibition was even released.

Obviously, this Louis Vuitton performance got the attention of the Russians, but the question is whether it was for good for the brand and it’s customers. Do wealthy Russians want to associate with a brand that clearly hurt the feelings of their nation? Lack of culture research has more than just one negative outcome. In Russia, cases have always been a symbol of corruption as well as those Russian governments who have occupied the Red Square. Louis Vuitton might have just made too many wrong intentions with its gigantic case placed too close to Russian governments.

I do like Louis Vuitton for their huge effort in trying to keep people surprised, as well as their constant support and promotion of contemporary art. I was just wondering, perhaps it would be more reasonable if they had simply located that gigantic suitcase to another space. They didn’t have to offend those Russians who regard Red Square as an iconic space of national history in hosting military ceremonies during World War II. If they had simply done their research, been a bit more culturally sensitive, this whole campaign would have made the news for different reasons.

Elena Sveshnikova
Current student in the Master of Marketing program at the University of Sydney Business School.

Getting happy (and getting page views) with Pharrell

Now that we’ve hit December, and the year is drawing to a close, people are either packing up shop, or preparing see the year out with a ‘bang!’ Last week, Pharrell released his song, Happy, with a world’s first 24-hour music video. I’m not going to list all of Pharrell’s achievements, but you can be sure that the singer, songwriter, producer, and business man has fit a lot into 2013. Happy is definitely Pharrell going out with bang!

Happy’s official website is still live with a constant stream of the day-long video. While I don’t think anyone will be sticking around for the whole length, I’m sure people are checking in every now and then. Checking in to see the many stars that appear fleetingly alongside seemingly everyday people. Checking in to hear the simple, yet catchy sunny tune. Checking in just to see if it’s still going!

But what has this got to do with marketing?

Maybe it’s a long stretch, but I think this project demonstrates the capabilities of a simple idea. It also shows how lines are continually being blurred between medium, artist, creation, and communication. Video art? Music video? Internet campaign? It’s a bit of everything. And Happy does it well. Somewhat utopic, the idea of people around the world watching the same video and sharing the same Happy feeling is comforting. I hope Happy brightens your mood and helps you ease into the busy holiday season. 

Hongi Luo

Current student in the Master of Marketing program at the University of Sydney Business School.