A New Test For ScienceFiction

Our latest work is for an exciting new client, Genepath Laboratories, who specialise in developing innovative genetic tests to help improve the health of all Australians.

The first project includes the relaunch of the online hub for their cutting-edge NextGen test which enables people to detect serious medical conditions early using simple and highly accurate screening. 

With 6 out of 10 people affected by inherited medical conditions preventative health has been identified as playing a vital role in our future. The new work focuses on delivering that message in a simple way that motivates Australians to take control of their families’ health with a brand they can trust. 

View the new online hub.

Sounds Like a Distinctive Brand Asset: 3 Ways to Increase the Neuro-Richness of Your Campaign Using Audio

 
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The Neuro-Rich Series: Part 1
This is the first piece in a new series around developing neuro-rich assets to ensure your brand is as memorable as possible.

 
 

Marketing science has shown that a, “neuro-rich campaign heightens the long-term processing of the campaign in memory.” But, whilst the findings are new, the techniques are something that advertising creatives have been drawing upon for many years.

We start our series on neuro-rich assets with one of the most effective, yet often overlooked elements; audio. Here are 3 different ways that you can use sounds to build a memorable brand.

 
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Bring Back the Jingle

It’s amazing how the jingle has been largely dismissed as an old technique in today’s advertising given they were, and still are, so powerful. So powerful in fact, that we can recall jingles that haven’t run in decades:

The classic jingles are what the German’s call an Ohrwurm (earworm). They stick in your head long after the ad has played. And, beyond the music itself, many use the brand name to ensure that it’s more likely to be linked to the brand.

We’re big fans of the jingle and believe with the right production partners you can develop jingles that are both fresh and long-lasting.

Here’s a new one we developed for our client Right2Drive:

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The Sound of Music  

Just like the jingle, music in general can be a powerful asset for a brand. If it’s a licensed music track there are some important questions that need to be asked. Can the brand own it as a distinctive asset? Is it something that will be viable over a number of years or is it just a great fit for the idea itself?

The perfect but very rare outcome is when the song itself becomes associated with the brand. At the very least though, ensure that it isn’t going to be associated with another brand. So, if another brand has used it before just avoid it altogether.

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Say Your Name, Say Your Name

In the age of the mobile it’s amazing how many brands forget to do something as simple as having a VO say the brand’s name at the end of a TVC. By ticking this simple box, it means that even if you only have the partial attention of a viewer who’s also browsing on their mobile, there’s still a chance of the brand being attributed to the spot.

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The ScienceFiction Tip:
Treat your TVC like a radio ad to ensure you’ve got all bases covered.

Dietlicious Launches 'At Least Your Diet is Delicious'

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Our latest work sees the launch of a new brand platform for healthy meal service, Dietlicious.

‘At Least Your Diet is Delicious’ focuses on reaching a wider audience beyond the fitness niche that many other health and wellness brands focus exclusively on. 

“Health-conscious individuals aren’t limited to gym-junkies and paleo-peeps”, says Alex Davidson, Creative Partner, ScienceFiction, “In fact, there’s a mass market out there of people who are genuinely concerned about their health and wellbeing. It just isn’t a daily obsession for them.”

Janel Horton, Managing Director, Dietlicious: “With our gourmet range of healthy prepared meals you can look forward to each day knowing that no matter what happens (or doesn’t), at least your diet is delicious.”

Matt Arbon, Creative Partner, ScienceFiction says the campaign is all about having a laugh at the excuses we all make: “We’re reminding people that being a little healthier actually isn’t as hard as it seems and doesn’t have to be taken so seriously. We think this is something more people would be open to buying in to.”

 
 

Says Nicole Kennelly, Head of Digital, Dietlicious: “We are all about healthy, real ingredients and convenience with flavour, but we also love to enjoy life’s journey with the occasional Shiraz. This campaign shows the humour in our realistic healthy lifestyles and that being healthy doesn’t have to be all or nothing.”

The new brand platform launches with a digital campaign and more activity to follow throughout the year.

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How Finding The Right Marketing Strategy Can Bring You Disproportionate Rewards

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The last 6-months has seen the release of some great books on marketing and advertising but if there’s one that’s been the most revealing it’s a publication from Les Binet and Peter Field; Effectiveness in Context. It identifies some of the biggest challenges brands face in the digital era and some of the considerable opportunities available for brands looking to buck the current trends.

To understand these trends, it’s sometimes best to start with the problems that created them. So, what’s the biggest problem in marketing today? According to Binet and Field, “Short-termism is again, in many ways, the mother of the problem.”

In marketing, short-termism takes the form of sales activation. Today, there’s a heavy bias towards sales activation over brand building, usually under the rationale that it’s a data-driven decision. Specifically, because we’re able to show that we get a better ROI using certain channels and activity as opposed to others where it can be harder to measure. 

However, as Binet notes it’s, “equally important to understand [that] media with smaller budgets [will] always have higher ROIs than media with big budgets. But they also have correspondingly smaller effects.”

So, media such as TV is highly effective, generates large profits and has a good ROI whereas online media has low effectiveness, generates small profits but has a high ROI. With ROI currently being held in higher esteem, the current trend in marketing has therefore been to choose efficiency over effectiveness.

Of course, there’s absolutely nothing wrong with having a marketing plan that’s supported by data and looking to get the best value out of the marketing investment. But that data should be used as evidence to have a better understanding of the big picture, not just the smaller ones.

As part of that big picture, Binet and Field look at the two broad ways that marketing works; brand building and sales activation:

“Brand communications create enduring memory structures that increase the base level of demand and reduce price sensitivity. Sales activation triggers these memories and converts them efficiently into immediate sales.”

So, the money is in the memories. With this in mind it’s important to view your brand as a long-term investment and look at how short-term and long-term activity can be optimized to work together.

“Brand building and sales activation are not choices or alternatives – they are mutually interdependent and both are essential to long-term success.”

Binet and Field have developed what they call the 60:40 Rule, as a guide to the ideal brand:activation activity split. This can be further refined and optimized when taking into account specific considerations for the brand, which is where context comes into play.  

The 6 aspects of context that influence effectiveness are:

  1. How people choose brands (e.g. low or high consideration)

  2. How people buy brands (e.g. online or offline, subscription or series-purchase)

  3. Brand Pricing (e.g. relative price position)

  4. Innovation (e.g. no innovation vs any innovation)

  5. Category Development (e.g. new, growth, mature or declining)

  6. Brand Development (e.g. market share = niche, small, strong challenger, brand leader)

Whilst we won’t go into greater detail here, these are the factors that will help you to pinpoint your brand’s ‘sweet spot’ for a brand-building and sales activation mix.

Ultimately, one of the big takeout’s from this study, given the current state of marketing, is that if you include the appropriate level of brand-building activity in your marketing mix it will bring strong growth and often disproportionate rewards for most brands.

If you’d like to discover what your brand’s optimal marketing mix looks like contact matt@sfiction.agency to set up a meeting.

The Subtle Art of Brands Not Giving a F*ck

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Like many new year’s resolutionaries, in January I was looking for something to help kickstart 2019. After dabbling in KonMarie, I also picked up a copy of Mark Manson’s book – The Subtle Art of Not Giving a Fuck.

Whilst the book does take a swing at the advertising and media worlds for encouraging the wrong metrics for people to measure their successes by (ie cars will make you happier, this new fragrance will make you sexier), there was also a key takeout that brands could apply to themselves – that you need to stop giving a fuck about a lot of things, and choose to only give a fuck about what really matters.

For brands, this means stop trying to be everything to everyone and focusing on a single message so you can effectively build and refresh stronger brand memories. Rather than saying all the benefits of your product, pick the one that can be distinctive. Rather than re-inventing the wheel with a new campaign every three months, try refreshing the brand messaging you’ve already invested in.

In the age of information overload and shorter attention spans, attempting to create memories that place a cognitive load on the viewer by saying too much can be counterintuitive. Consumers have become very good at switching off - pretty much choosing that complex messages are things that they’re not going to give a fuck about.

New Year, New Brand

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We start the new year launching a new brand in the rental car category. 

Tripz is dedicated to becoming a better way to rent a car with branches initially in Sydney before expanding to Melbourne and across the country. 

They’ll have an extensive range of vehicles on offer at some very competitive rates.

Our work has included developing the brand identity, website, social and branch collateral. 

You can view the new website here.

Fact or Fiction: Are Sports Consumers That Unique?

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When it comes to sports fans the industry consensus has always been that they are a very unique audience. The belief is that they behave differently to regular consumers due to their incredible loyalty and therefore require a specialised marketing approach. 

It’s why there are entire agencies set up to focus only on sports marketing.  

As Professor Heath McDonald notes in his book Sport Consumer Behaviour:

When we think about the sport fan or participant, the image that comes to mind is often of someone who is highly passionate and committed. It’s the extreme fan with painted face, lots of team merchandise and dedication to seeing every game...The sports consumer is often portrayed as being different from other consumers – more passionate, more commitment and more loyal – especially compared to consumers of typical fast moving consumer goods.

So, is this a fact or fiction? 

According to a new study, “Are Sport Consumers Unique? Consumer Behaviour Within Crowded Sport Markets, (2018)” this is actually a fiction. Sports fans aren’t any more loyal than consumer goods customers.

McDonald finds that code hoppers (or perhaps better phrased as multi-code watchers) are real and prevalent; “Evidently, the vast majority of a sport league’s customers are in fact shared. This conforms to Ehrenberg’s important observation that customers are really other people’s customers who occasionally buy from you.”  

Some codes already recognise this. The AFL introduced teams into Western Sydney and the Gold Coast, as well as mandating that some teams play home games outside of their traditional home ground in places including Hobart, Canberra and Bendigo.

This penetration strategy enables them to reach more potential buyers by improving the physical availability of the league. 

A mass marketing approach is therefore, just as relevant to sports codes who should be looking to reach a diverse range of buyers and ensure that their brands are memorable and recalled at the right times. 

Broad category entry points such as, “what are we doing this weekend” are relevant and important for many different categories including sports leagues.  

Sport it seems, really is more than a (fanatics) game.

Right2Drive Tells Australian Drivers ‘You’ll be Right’

After months of development, this week sees the new brand platform for Right2Drive officially go live. 

‘You’ll be Right’ was developed with long term brand building in mind and the recognition that there is a big job to be done as Right2Drive’s Managing Director, Damian Mullins notes;

“We’re the leader in this category but that doesn’t mean much when most people don’t know their rights. Our mission is to ensure that within a few years every Aussie and Kiwi are telling each other, ‘You’ll be right’ after a not at-fault accident.”

 Marketing Manager Cheyne Oxford believes this isn’t just obtainable but also necessary.

“When I joined Right2Drive over 12 months ago, I was like most Australians who had no idea that you have the right to a loan car after a not at-fault accident. We can’t undo an accident but if we can get people back on the road as soon as possible, it goes some of the way to making things right again.”

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Right2Drive is a business that’s highly regarded once people have experienced the service, but the challenge we’ve identified is to make sure the brand is as memorable as possible so that when that unforeseen moment does occur, they’ll be top of mind.

The new brand platform includes a new song developed by Johnny Green at Rumble Studios, that brings to life the feeling behind, ‘You’ll be Right’. It will be used as part of the campaign activity running across radio, online and branches.

Listen to the new radio spot below:

There’s No Place Like Home Instead

 
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One of the headlines out of this year’s federal budget was funding for home care services for the elderly - helping them to stay in their own home rather than move into an aged care facility.

On the back of this, ScienceFiction has worked with in-home care service Home Instead to stitch together a campaign that highlights how nothing really compares to the comforts of your own home.

5 Ways to Waste Your Marketing Spend

Did you know that 80% of ads aren’t noticed and correctly connected to the brand that produces them[1]? This misattribution means $12 billion[2] of marketing dollars are being spent in Australia each year on ads that aren’t going to be remembered. But how do you create such a monumental waste?
 

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Don’t say who you are

You’d be surprised at how many brands create beautiful, attention grabbing ads but don’t verbalise their name. This means that many of the people they’re reaching with their TVC, who also happen to be distracted on their phones, won’t ever attribute the ad to the brand. It’s something so simple and perhaps this is why it gets overlooks so often. But it’s just part of a bigger problem which includes things such as not showing the product or only displaying the logo right at the end for two seconds, creating the common phrase, “I saw this great ad but can’t remember who it was for”. In a multi-screen, low attention world, a great ad is one that both gets attention AND creates strong memory structures linking to the brand.
 

Use brand assets that are similar to your competitors

The two key parts of a distinctive brand asset actually being distinctive are how famous it is and how ownable it is. Whilst the best brand assets do both, to do the job of instantly linking a brand to a piece of communication, the latter is vital in making sure your investment isn’t misattributed to your competitor, particularly if your competitor is the category leader.
 

Change your packaging

When shopping, ‘the mind meets the shelf’[3] where customers scan the aisles for products that match the repertoire of brands in their head created by exposure to advertising and use. However, if the packaging suddenly changes, the customer can become blind to the new look as it no longer fits in their mind, and they’ll fall back on other brands they’re familiar with. Although you can advertise to educate about pack changes, it still undoes the years of marketing spend invested in the previous pack design.
 

Don’t get emotional

Although the mere exposure effect means that any advertising can have a small impact, it’s shown that ads that tap into emotion have a much greater impact than those that don’t. Our brains are drawn to information that comes attached to a human emotion, irrespective of whether the emotion is good, bad or funny, making the ad both more noticeable and more memorable.
 

Never do the same thing twice

In the quest to be different, consistency can be forgotten by marketers and agencies. But ideally, brands should be consistent AND fresh to make the most of the investment in their brands. Part of the memory maintenance of a brand is to regularly refresh established memory structures and be consistent in the use of brand assets to overcome memory decay. Ultimately, in the memory game, it’s all about refreshing a brand not reinventing it.

Of course, if it’s wastage that you’re after please ignore this.


[1] How Brands Grow, Byron Sharp

[2] Zenith Advertising Expenditure Forecast 2018 (80% of $16 billion forecast total advertising spend for 2018)

[3] Building Distinctive Assets, Jenni Romaniuk