Google Brand Zeitgeist reveals best ads + brands in Australia for 2012; Gumtree most searched; Coles' Status Quo ad via Big Red most searched

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Screen shot 2012-07-11 at 9.31.34 AM-thumb-400x224-80691.jpgGoogle has released its annual Australian Brand Zeitgeist, a list of the hottest advertising campaigns and trends in 2012 as measured by Google searches by Australians. Google's Brand Zeitgeist reveals what clicked with Aussie consumers in 2012 and presents insight for marketing professionals and ad agencies to tailor their campaigns in 2013.

Clever ads are often some of the most watched videos online - and when people want to watch that ad they loved again, they turn to the web to find it. Google took a look at 2012 to see which campaigns came out on top.

This year, 'Coles ad ' topped the category of most searched for ads on Google. Searches for the term spiked in July shortly after the supermarket unveiled the recent iteration of their ad campaign 'Down, Down, Prices Are Down'. The latest ad featured British rock band Status Quo, who took up guitars shaped like Coles Big Red Hands to sing the chain's signature adaptation of the Quo's classic 1975 hit "Down Down."
AXe.jpgSaucy humour and abundant innuendo helped Lynx snag second place as viewers searched for Lynx's 'Clean Your Balls' ad while Australia's mobile fever helped Samsung land bronze for their Galaxy SIII promo spot "the next big thing is already here".

Says Ross McDonald, industry leader local & retail, Google Australia: "Aussies will take to the web to search for the ads that moved them. Brands who understand this can extend their reach beyond television by helping their customers create their own commercial breaks: making their TV spots available on sites like YouTube and promoting them to online viewers."

GUMTREE_LOGO_MASTER_LY-300x300.jpgGumtree overtakes Commonwealth Bank as most searched for brand

Google also crunched the numbers to see which brands were top-of-mind for consumers Down Under in 2012. This year's surprise winner is classifieds site Gumtree: while the eBay-owned website didn't even crack last year's top 10, Gumtree came from behind to unseat 'two-time champion' Commonwealth Bank. Another newcomer to the top 10 is job portal SEEK, which debuted on this year's list in fifth place. The success of these two sites might indicate that brands who can help Australian consumers overcome economic challenges are well positioned to make strong gains online.

Says McDonald: "Actions in the real world make a difference in the products and services that people search for. All brands should make sure their online presence can meet demand generated by trends and changes offline."

Is 2012 the year overseas retailers have become mainstream?

kwyyd088ai84cq0prv1p.jpgWhile 2011 saw overseas retail brands gain further momentum in Australia, 2012 might be recorded as the year they became mainstream: Australian retail heavyweights like Woolworths and Coles dominated the list of most searched for retailers, but British fashion e-commerce giant ASOS came in at 9th--the first time an online-only retail brand has cracked the top 10.

Says McDonald: "With online and international retailers posting strong gains throughout this year, it's more important than ever for Aussie retailers to embrace the opportunities the web offers to stay competitive. We know that Australian shoppers trust their local brands and tend to look for them first--but overseas retailers are catching up. An online and mobile strategy to make themselves readily available should be the number one priority for every retailer in Australia."

Top Searches for Australian Brands, 2012:
Gumtree
Commonwealth Bank
ANZ
Telstra
Seek
Westpac
AFL
Virgin
nab
ABC

Top Searches for Australian Brands, 2011:
Commonwealth Bank
AFL
ANZ
Virgin
Westpac
ABC
Telstra
Qantas
Optus
nab

Top Searches for Ads, 2012:
Coles ad
Lynx ad
Samsung ad
Woolworths ad
AAMI ad
Coke ad
Big brother ad
Nike ad
Qantas ad
Carlton Draught ad

Top Searches for Ads, 2011:
Strongbow ad
Bonds ad
Telstra ad
AAMI ad
Toyota ad
Coles ad
Old Spice ad
Target ad
KFC ad
Nikon ad

Top Searches for Shopping Brands, 2012:
eBay
Woolworths
Big W
Coles
Harvey Norman
Kmart
Target
Amazon
ASOS
Officeworks

Top Searches for Shopping Brands, 2011:
eBay
Harvey Norman
Woolworths
Kmart
Coles
Target
Trading Post
JB Hi Fi
Good Guys
Big W

Top Searches for Beer Brands, 2012:       
1. XXXX
2. Carlton Draught
3. XXXX Gold
4. Skinny Blonde
5. Crown Lager           
6. Tooheys Extra Dry
7. Tooheys New          
8. Victoria Bitter          
9. Melbourne Bitter
10. Brisbane Bitter

Fastest Rising Searches for Beer Brands, 2012:
1. Brisbane Bitter
2. Carlton Draught
3. Skinny Blonde         
4. Crown Lager           
5. XXXX
6. Tooheys Old
7. XXXX Gold
8. Victoria Bitter
9. Mountains Goat Beer
10. Fosters Lager

Top Searches for Overseas Destinations, 2012:
1. New Zealand
2. Singapore
3. London
4. Vanuatu
5. Phuket
6. Italy
7. Maldives
8. Indonesia
9. Russia
10. Mauritius

Top Searches for Australian Cities, 2012:
1.  Sydney
2.  Melbourne
3.  Brisbane
4.  Perth
5.  Adelaide
6.  Canberra
7.  Cairns
8.  Gold Coast
9.  Byron Bay
10.  Townsville

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