17 great examples of branded content marketing from Australasia

1. Best of
Branded
Content
Marketing
Australasia
Report 2016

2. By Justin Kirby,
Founder & Curator,
BOBCM (@juzzie)
This special SlideShare edition features 17
great examples of branded content marketing
from downunder, highlighted by regional
experts in our 2016 Australasia Report edited
by Emily Bull at hellofuture.tv.
2016 BOBCM Australasia Report
2016AustralasiaReport

3. Campaign: K9FM
Client: Mars Pedigree
Agency: Colenso BBDO
A BOBCM HQ fave: a radio station for dogs.
(see full case study in BOBCM D&AD Special Edition 2015)

4. Campaign: Meanwhile in NZ
Client: Air New Zealand
Agency: Host, Sydney +
Two Bearded Men
Highly watchable series of short films, including this
remake of the tale of The Tortoise and the Hare. BOBCM
faves are Winter Ice Cream and Santa Stop Here.

5. Campaign: Dumb Ways to Die
Client: Metro Trains Melbourne
Agency: McCann
Public service announcement campaign that went viral to
become one of those multiple awards winning big culture
moment examples of what Google call HERO-content
(see full BOBCM Case Study)

6. Turning the one piece of content that all airlines are obliged
to create – the safety announcement – into content that not
only the captive audience on board but also people all over
the world wanted to watch.
Campaign: The Most Epic Safety
Video Ever Made
Client: Air New Zealand
Agency: Curious Film

7. Campaign: TinnyVision
Client: NZ Transport Agency
Agency: Curious Film
Public service announcement campaign using Snapchat to
get message across to young kiwi audience about the
dangers of driving when stoned.

8. Campaign: Plonk
Client: Destination NSW
Agency: WONDER
Comedy series about a bumbling attempt to make a
serious wine programme exploring the iconic wine
regions of Australia now in second season.

9. Campaign: The Advantage Family
Client: Bayer
Agency: Filmgraphics
Entertainment
YouTube Channel featuring real life pet stories and how-
to HELP-type videos on pet nutrition and health.

10. Series of short films about individuals with inspiring stories
that are linked to the brand’s – 'the only limits are those
you place on yourself’ – repositioning.
Campaign: Unstoppable
Client: Kellogg’s Nutri-Grain
Agency: JWT Sydney

11. Campaign: AshBecLee
Client: Perth Racing
Agency: 303Lowe Perth
Seven part comedy web series
encouraging people to rethink
what a day at the races involves.

12. Campaign: Kiwi Sceptics
Client: Air New Zealand
Agency: Host Sydney
Online reality show documenting Air New Zealand's
attempts to turn four Australian 'Kiwi Sceptics' into
advocates to help make NZ an Aussie destination desire.

13. Campaign: Game of Balls
Client: Blue Ball Foundation
Agency: M&C Saatchi
Public Service Announcement using
porn parody of ‘Game of Thrones’ for
an Australian testicular cancer charity.

14. Campaign: Optus Launches
Netflix With Ricky Gervais
Client: Optus
Agency: Emotive
Viral anti-ad featuring Ricky Gervais spruiking Netflix
Australia launch. Grand Prix winner of the 2015 BE
Fest regional branded entertainment awards.

15. Campaign: Unlimited Series
Client: University of Western
Australia
Agency: VCD + WE.Collective
Inspiring tales of WSU alumni and the role the
university has played in their journeys including
former Sudanese child soldier Deng Thiak.

16. Campaign: Catstacam
Client: Whiskas
Agency: Clemenger BBDO Sydney
Empowering cats to post own pics
to Instagram from their POV with
‘wearable’ tech.

17. Campaign: Share A Coke
Client: Coca-Cola
Agency: Ogilvy Sydney
Reconnecting Aussies with Coca-Cola by replacing the
logo on millions of bottles with 150 of Australia's most
popular names, and then making the fans the face of
the campaign.

18. Campaign: Brewtroleum
Client: DB Export
Agency: Colenso BBDO
Kiwi men are asked to save the planet by drinking
more DB Export beer (in order to help make beer-
derived biofuel commercially available).

19. Campaign: #MyFamilyCan
Client: SPC
Agency: Leo Burnett Melbourne
Short films promoting Australian grown and
produced food by humanising the farming process.

20. Emily Bull, Executive Producer and Co-
Founder of Hellofuture.tv
Jason Burrows, Managing Director, EP
Television Jungle Co
Jason Carnew, General Manager,
Haystac
Adam Ferrier, Global Chief Strategy
Officer / Partner, Cummins&Partners
John Ford, CEO & Founder, The One
Centre
Roshni Hegerman, Strategic Planning
Director, McCann
Mike Hill, former CEO, Holler
Cameron Jurd, Founder, Oxygen360
Alex Light, Commercial Director, VICE
Australia
Danielle Long, Editor, Branded Arts
Review; Curator, Festival of Mumbrella’s
Branded Entertainment Festival
Ciarán Norris, Director – Marketing &
Business Insights Consultation, American
Express
Christie Poulos, Global Head of Video,
King Content
Lauren Quaintance, Co-Founder and
Head of Content, Storyation
Anathea Ruys, Head of Fuse Asia Pacific,
Omnicom Media Group Asia Pacific
Ahmad Salim, Group Business Director,
Colenso BBDO
Ayal Steiner, General Manager Australia
and New Zealand, Outbrain
Contributors

21. BOBCM curates, co-creates, speaks
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and outstanding content from brands,
practitioners and academics around the
world who use, create, distribute, or
measure branded content.
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