Yes, we made the ad. Whether you like it or hate it negative political advertising is a reality of life. Aside from being quite fun to produce, it can be extremely effective in grabbing attention and as we discovered last week, can produce a lot more media coverage than even we had anticipated.

If you were watching Channel 10's 'Celebrity Master Chef' last week in Brisbane featuring Anna Bligh, the Queensland Premier, you were probably surprised to see the LNP had booked two 30 sec slots to launch an attack on her credibility. What followed was exactly what every advertiser wants – a whole stack of press coverage of the sort that would not have been possible in the pre-digital era. The extremely small investment made in a cheap TVC and two prime time slots was able to generate a wave across twitter, immediate coverage in the national online newspapers and coverage in the national press around Australia the next day. And as the story evolved we as an agency received coverage of the sort we hadn't quite anticipated.

There is much talk these days of the death of traditional media as a viable medium for advertisers, but last weeks events proved to us that targeted spending and appropriate creative can still deliver great results and seriously drive web traffic – ours more than doubled for the week :-)

Click here if you'd like to see the Ad – it's not going to win any creative awards, but it certainly did the job.

Chris Dixon | Share This | 0 COMMENTS |

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