Cannes Contenders: BWMDentsu
How will Australia perform at Cannes this year? In the lead up to the Festival, Campaign Brief will be showcasing the work we hope will impress the judges…
BWMDentsu, Melbourne
realestate.com.au wanted to be known for “more than house listings”. So BWM Dentsu repositioned the brand with the line ‘Australia lives here’. Then brought it to life with the legendary Arnold Schwarzenegger deciding to move back to Austria, and stumbling upon realestate.com.au – thinking it’s an Austrian website. He goes on to discover a whole new world of products, tools and information. The story catapulted the brand’s new line and the site’s broader product offering into the national conversation.
CarsGuide.com.au
BWMDentsu, Sydney
In Australia, some online car-sales websites have the media budget to advertise all over the place. As a challenger brand, without the budget of the bigger websites, CarsGuide had to make a big bang without much buck… So BWMDentsu decided to buy just one billboard. One billboard that directly took on the market leader, and got up in their face, right up in their face. The billboard reads: “Someone in this area charges you to sell your car”. Needless to say they weren’t impressed. But the angrier they got, the more publicity CarsGuide got. With just 1 billboard CarsGuide got more coverage than it would have with 100.