Toyota: Fueled by the Future Ad

Well, the question was who would be making Back To The Future Ads, and it looks like Toyota might have come out on top, getting Michael J. Fox and Christopher Lloyd (Marty McFly and Doc Brown) on board to launch the new Toyota Mirai hydrogen fuel car. The full-length 5 minute version pays homage to […]

Toyota: Fueled by the Future Ad

Hawkesbury community radio reprimanded by ACMA for failing to include the community

Hawkesbury Radio

Community radio station Hawkesbury Radio has earned the ire of the media watchdog over its failure it to broaden its membership and better engage the public in its community.

The Australian Communications and Media Authority (ACMA) has been forced to issue new requirements – so called “remedial action” – to Hawesbury Radio, which operates licence 2VTR in Windsor, New South Wales, after it was first reprimanded over its lack of community involvement, back in March 2014

The ACMA found the committee operating the licensee were in breach of a legal licence condition requiring all community radio stations to encourage community participation in the operations of 2VTR – a key differentiator between community radio and other commercial broadcasters.

Radio 2VTR was given an extended period to fix its community consultation problem voluntarily, with last year’s ACMA report noting the lack of engagement and how “a group of four Directors (including the chairman and deputy chairman), has held office continuously for over a decade, operating governance of the station to retain control and obstruct(ing) democratic processes.”

However, the ACMA found problems at the station persisted with the watchdog then choosing to issue remedial directions forcing the station to develop a community consultation strategy and structured engagement program, clarify the rules around membership and the way that membership applications are dealt with; and report back to the ACMA on progress.

The watchdog found that if Radio 2VTR fails to comply with the remedial directions and increase membership and participation the ACMA may look to take further action, including suspending or cancelling the community radio station’s licence.

This is not the first time the regulator has reprimanded a community radio station. Last year mature-age focused radio station 4SFM, on the Sunshine Coast,  was also reprimanded over its community engagement. 

Nic Christensen 

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Hawkesbury community radio reprimanded by ACMA for failing to include the community

Energy companies switch on summer marketing push as they compete for customers

Here’s a wrap up of some of the latest marketing efforts from energy companies.

Ergon Energy appears to have ditched its ‘Grim Llama‘ in favour of a team of Scouts who urge Queenslanders to “be prepared” this Summer when it comes to having a storm kit prepared to come with unpredictable weather and powerful storms.


The 30-second ad is supported by some shorter spots which remind audiences to look out for fallen power lines in a storm and to stay updated for any power outages with Ergon’s outage finder.

Clemenger BBDO Brisbane is Ergon Energy’s creative agency of record.

Origin Energy is currently pushing its retail offering of $100 off customers energy bills whenever they need.

Clemenger BBDO Melbourne is Origin Energy’s creative agency of record.

AGL Energy is spruiking its $0 upfront on solar panels offer in a campaign which sees customers off “the other company” offered the same price.

The company continues to carry out “$0 experiments” in a range of other situations from a cafe, to a chicken shop, an aquarium, a vending machine and a butcher.

McCann Melbourne is AGL Energy’s creative agency of record.

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Energy companies switch on summer marketing push as they compete for customers

Guide Dogs Victoria campaign uses trams to teach travellers how treat the visually impaired

Guide Dogs Victoria is seeking to educate people on how to treat visually impaired travellers on public transport in a campaign created by McCann Health.

Screen Shot 2015-10-15 at 2.53.28 PM

A tram in Melbourne will be wrapped with material promoting the Opening Doors campaign, while posters will appear across the Yarra Trams network setting out the correct etiquette in treating those with sight issues.

It launched today to coincide with White Cane Day and will run for six weeks.


The principal aim is to highlight the issues faced by visually impaired travellers and inform their fellow public transport users what they can do to help.

“Public transport is critical in supporting people who are vision impaired achieve independence and their goals in life, all through the simple act of getting them from one place to another,” Guide Dogs Victoria chief executive Karen Hayes said.

“For many of our clients at Guide Dogs Victoria, public transport is the only way for them to get around – 81 per cent use it regularly.”

McCann Health executive creative director June Laffey said travellers take their ability to travel independently for granted.

“Working on such an important public awareness campaign is an opportunity to reflect on how we can help others in our community and make a difference every day,” she said.

The post Guide Dogs Victoria campaign uses trams to teach travellers how treat the visually impaired appeared first on mUmBRELLA.

Guide Dogs Victoria campaign uses trams to teach travellers how treat the visually impaired

Morning Update: Bob Dylan goes on the couch with IBM; Lorry immigrant ad censured; Paid v earned media – who’s winning the battle?

Ad Week: IBM’s Watson talks love and loss with Bob Dylan in advertising’s oddest pairing

Most of us know IBM’s Watson as a threat to humanity’s dominance of Jeopardy and the AI successor to a machine that similarly dethroned chessmaster Garry Kasparov.


But now Watson wants to show us his more warm and chatty side, and he’s starting (oddly enough) by sitting down with the likes of Bob Dylan and Ken Jennings, the supercomputer’s trivia-spouting archenemy.

In its new campaign, anchored by 30-second spots for IBM’s new cognitive computer consulting unit, Watson is shown talking with a guitar-wielding Dylan.

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The Guardian: Paddy Power’s ‘Immigrants jump in the back’ lorry stunt to be censured

A marketing stunt by the bookmaker Paddy Power that made light of the immigrant crisis in Calais will be severely censured by advertising watchdogs for causing offence “merely to attract attention”.

A number of people are believed to have complained to the Advertising Standards Authority for Ireland (ASAI), under whose jurisdiction the Dublin-based company falls, following the one-off advertising campaign in July.

Digiday: Grading Upvoted, reddit’s big media push 

Reddit is venturing into the news business, but it’s not taking its community with it.

Upvoted, which launched yesterday, is reddit’s attempt at sourcing the best of its community via original content and even original reporting.

It’s meant to be a more welcoming counterpart to the untamed, unfiltered reddit community, home to regular tantrums that haven’t done wonders for reddit on the business side. Reddit, which has launched its own podcast and a handful of apps, is making a long overdue play to be a media company, not just community and content source for other publishers.

Ad Age: Who’s winning the battle between paid and earned media?

There are two basic weapons in the battle for online attention: creativity and technology.

Ever since the advent of the remote control, audiences have tried to banish ads, and ad blocking is making the battle between a marketer and its target audience even more pitched.

Given this dilemma, do advertisers shore up their efforts through technology, essentially force-feeding their message to the audience? Or do they double down on creative in hopes of catching the audience’s attention?

Creativity Online: Grab the tissues as Grandpa moves on in this touching Cheerios spot 

Cheerios has been producing some beautiful ads about family life recently, and its latest is no exception. You’ll well up as a grandfather leaves his home and neighborhood, driven off by his daughter to somewhere new as the “For Rent” sign goes up.

As she tries to convince him how much he’ll love his new room, you get the sense of dread that he’ll soon be surrounded by the sterile, cold walls of a nursing home.

Campaign: Post Office sponsors Bauer Media radio stations for year-long campaign

Bauer Media has agreed a year-long partnership with the Post Office which will see three radio station sponsorships as the core of a multi-platform campaign.

The campaign, which launched this week, is to promote how the Post Office helps customers get life’s important things done.

The creative will target consumers when they are thinking about day-to-day tasks and demonstrating how the Post Office is best placed to support making these tasks easier.

The post Morning Update: Bob Dylan goes on the couch with IBM; Lorry immigrant ad censured; Paid v earned media – who’s winning the battle? appeared first on mUmBRELLA.

Morning Update: Bob Dylan goes on the couch with IBM; Lorry immigrant ad censured; Paid v earned media – who’s winning the battle?

How to Optimize Your Onboarding Flow with Kissmetrics

Ever played the game Frogger?

It’s a fun, time-wasting game where you try to get a frog across busy traffic. If you fail to get him across the street, the frog gets hit by a car, and you lose.

The game was featured in an episode of Seinfeld, in which the bumbling character George Costanza tries to get his beloved arcade game across a busy New York City street.



As you can see, it doesn’t work out well for George.

In a way, this Frogger game, where you try to get the frog safely across the street, is a lot like your onboarding process. Stay with me here.

Your new users, the frog, need to get to the other side of the street, where they have your product set up and are using it. It’s your challenge to create a path for that success.

The best way to improve this path is to measure how effective your current process is. And, thankfully, Kissmetrics has two reports that are particularly useful for this challenge.

Let’s dig in.

Discover Where New Users Drop Off with a Funnel Report

Your goal: To get as many users as you can to successfully go through your onboarding process.

The tool to help you optimize this: The Kissmetrics Funnel Report.

This report is used to see where users drop off in a flow. This could be a signup flow, checkout flow, or, in our case, an onboarding flow.

Since most SaaS companies have their onboarding flows broken down into a few steps, they can use the Funnel Report to track where they’re losing the majority of new users.

The Use Case

Your new users are excited to start trying your software. The last thing they want is to go through 10 steps before they can start.

This is why most SaaS companies have boiled their onboarding down to a few steps. Users sign up, go through a few (crucial) steps, and then they can begin using the software.

Here’s the onboarding flow for an example SaaS company:




See where the big drop-off is?

It’s right after step one. People enter the onboarding flow, but then 75% of them leave after the first step. And, by the end of the onboarding process, only 4.7% of users are still with the company. That’s a big problem. And it’s not a problem with the users. It’s a problem with the SaaS company.

Let’s look at it another way:




If this were your data, you’d know that you have a huge opportunity in front of you! You’re acquiring new users. Now you just need to move more of them through your onboarding flow so they are set up for success and, hopefully, will become paying customers.

So, we know iteration is needed. What’s the next step?

An A/B test, of course! And, luckily, you don’t have to leave Kissmetrics to get actionable data from your A/B test.

Plug the Gaps with A/B Testing

A/B tests are great. They allow us marketers to increase conversions with the same amount of traffic. And the Kissmetrics A/B Test Report has become a marketer’s best friend. Here’s why:

With the A/B Test Report, you can see how a test impacts any part of your funnel. So, in our example, we’ll need to run a test on the first step of the onboarding flow (Entered Onboarding Flow). Then, because we are using the Kissmetrics A/B Test Report, we aren’t limited to viewing just the people who move to the next conversion. We can track all the way down to the final step (Created Custom Rules). This allows us to see the true performance of each variation.

So, let’s say we run a test on the first step of the onboarding flow. Here are the results in the A/B Test Report:




The variation is a big winner. There is a nearly 15% improvement over the original, with over 99% certainty.

If you ran this A/B test but were not using the Kissmetrics A/B Test Report, you might think, “Let’s roll with the variation. It’s a clear winner.” But since you’re a savvy online marketer using the Kissmetrics A/B Test Report, you know that you need to test the results throughout your entire funnel. So, next, you check to see how each variation performs at the final step, Created Custom Rules. And these are the results:




Quite a difference! The original handily beat the variant. This means that somewhere along the onboarding flow, fewer users in the variant completed each step, including the final step. If we had looked at only the next conversion step, we would have mistakenly launched the variant, which would have cost us money and brought fewer users through the onboarding process.

In other words, fewer of our frogs would have crossed the street. Most of them would have been hit and knocked out somewhere along the way.

This is the value of the A/B Test Report. By seeing how a test impacts your entire funnel, you’ll save yourself from launching false positives (i.e., tests that appear to be winners but actually aren’t), which can save you money.

Build, Measure, Learn

And THAT is how you can get more users across the street. You build a better path for them, and they will follow.

This can only be done through constant testing and iteration. Now you know how to do it, and Kissmetrics is the software to help you get there.

Signups will get people through the door, and a successful onboarding process will get them to stay. These two (signups and onboarding) go hand in hand and cannot be ignored. They must be optimized.

These funnels and A/B tests can be done throughout your site. Improve a signup flow, product flow, or a purchase flow. And, if you need help figuring out which areas of your site need A/B testing, then this article can help you.

We’d love to show you how Kissmetrics can help optimize your marketing. Click the button below and fill out the form if you’d like a personal demo.



About the Author: Zach Bulygo (Twitter) is a Content Writer for Kissmetrics.

How to Optimize Your Onboarding Flow with Kissmetrics