BOTW: AI's big idea for a supermarket slogan may seem familiar; no new ideas at TMH
Welcome to Best of the Week, mostly written on Saturday morning at beautiful Sisters Beach, Tasmania. Until the tennis is over, body clocks are irrelevant.
Happy Squirrel Appreciation Day.
Today: The implications of ChatGPT for the marketing and media industry; a vacuous update from The Market Herald; and the new Uber Eats work.
Unmade’s first conference RE:Made - Retail Media Unmade is going to help set the agenda for the industry’s most talked about sector. This week we announced Colin Lewis as the international keynote. Unmade’s paying members get an extra discount - we’ll be emailing members a reminder of the coupon code early next week.
If you’re thinking of coming to RE:Made, sign up as a paying member today to access the discount, along with all our other benefits.
ChatGPT - almost* a revolution
Back in December, Unmade became (as far as I know) the first Australian brand to run a marketing campaign using copy written by ChatGPT. You may recall the rubbish haiku:
Unmade's insights gleam
Expert analysis, don't miss
Subscribe, and dream.
We even sold a handful of reader memberships, thanks less to the writing and more the generous price point, I suspect.
In the weeks that have followed, the hype has got louder. Finally, an AI is smart enough to almost pass for human. The almost is doing a lot of heavy lifting.
Yet almost never seems to come. Self-driving cars are almost here, and have been for years now. Tasmania almost has an AFL team, and has done for years now. The ABC has almost joined the Podcast Ranker, and has promising that for three years now. OzTam almost has a daily Total TV viewing number, and has been promising that since before Covid.
The same goes with ChatGPT, which is a chatbot operated by the Microsoft-aligned OpenAI. Since launching in November, it’s created much excitement about the direction of travel. We’re almost there. Almost.
Along with OpenAI’s image generator DALL-E, from which we’ve occasionally been generating images for use on Unmade for the last few months, it has felt like the future is finally arriving.
Those annoyingly unrealistic scenes in Star Trek where the computer explains the plot in implausibly loose human terms, started to look rather more prescient.
Some of the shock comes at how simple ChatGPT is to use. If you haven’t tried it yet, then you can be doing so in two minutes from now.
So how close are we to using generative AI in our working lives? I tried a few experiments in some of the disciplines of the marketing world, giving ChatGPT various challenges. My favourite result comes when we asked it to come up with supermarket slogans. But we’ll come on to that…
The brief to ChatGPT: Write an apologetic press statement on behalf of the CEO of the telco MadeUp Mobile, revealing that customers’ account details have been accessed by a hacker.
"On behalf of MadeUp Mobile, I would like to extend our sincerest apologies to our valued customers for the recent security incident that occurred on our system. We have been made aware that an unauthorized party was able to access some of our customer's account details.
We understand that the trust of our customers is of the utmost importance, and we take the security of your personal information very seriously. We have immediately taken steps to secure our system, and we are working closely with leading cybersecurity experts to investigate the incident and determine the cause.
We want to assure our customers that we have taken all necessary measures to prevent any further unauthorized access and to protect your personal information. We will continue to keep you updated on any new developments.
We recommend all of our customers to change their passwords for their account and monitor their account for any suspicious activity.
Once again, we apologize for any inconvenience or concern this incident may have caused and we assure you that we are committed to protecting your personal information."
Ticks most of the boxes, doesn’t it?
The brief: Please create ten four-word advertising slogans for a hypothetical supermarket. Desirable attributes may include offering good value and being proudly Australian
"Fresh from Down Under"
"Support local, shop fresh"
"Aussie-made, fresh value"
"Shop local, eat fresh"
"Aussie-grown, fair deals"
"Aussie-sourced, quality food"
"Value, the Australian way"
"Freshness, the Australian way"
"Aussie-made, premium fresh"
While, the eighth response is - apart from an additional comma - indeed Coles’ new slogan, it’s harsh to suggest that Thinkerbell (I think it was them who wrote the line) could have been replaced by a robot.
What the exercise may emphasise is the importance of the brief. And of course, the robot is probably unaware of the double meaning of both valuing the Australian way and offering good value. Coles paid Thinkerbell the big bucks to remove the comma.
It’s also possible that ChatGPT simply stole the answer. Its database goes up to October 2021, and the new Coles slogan launched in late 2020.
The brief: You work as a planner at a media buying agency. You are pitching for a new account, for a betting brand. Suggest an advertising buying strategy to reach Australian men of all ages. Please include recommendations on media channels and specific shows
My recommendation for an advertising buying strategy for a betting brand targeting Australian men of all ages would be a multi-channel approach that utilizes a combination of traditional and digital media channels.
For traditional media, I would recommend utilizing television advertising during live sports events such as the AFL and NRL on channels such as Seven, Nine, and Fox Sports. These events have a large male audience and by advertising during the live broadcast, the brand can reach a captive audience who are already engaged with the sport. Additionally, I would recommend utilizing television advertising during popular sports programs such as The Footy Show and The NRL Footy Show on Seven and Nine channels respectively, these programs have a strong male audience and the brand can leverage the program's popularity to drive engagement.
On the digital front, I would recommend utilizing social media advertising, specifically on platforms such as Facebook and Instagram, targeting men of all ages in Australia. The brand can use demographic targeting to reach men of different age groups, and by utilizing social media the brand can reach a large and engaged audience. Additionally, I would recommend utilizing programmatic display advertising on popular sports news and commentary websites, as well as on sports streaming services like Kayo and Foxtel Go. This will allow the brand to reach a specific target audience, men who are interested in sports, while they are consuming relevant content.
Another effective strategy that can be used is to partner with sports teams or leagues and have the brand's logo or name prominently displayed on team uniforms, in stadiums, or on other marketing materials. This will increase brand awareness and recall among the target audience.
Finally, I would recommend leveraging influencer marketing by partnering with popular Australian sports figures or commentators to promote the brand and drive engagement. Influencer marketing is an effective way to reach a specific target audience and build trust with potential customers. This will allow the brand to tap into the influencer's established audience and reach men of all ages who are interested in sports.
Better than somebody on their first day at the media agency. Far too vague to actually win the pitch though.
The brief: You work in advertising sales for a specialised business magazine called "We're Super!" focused on the superannuation sector. Your name is Hal. Please draft a short email to a busy media agency account manager called Dave, introducing yourself and setting out why he should include you on the advertising schedule for their super fund client SuperXYZ.
Subject: Introduction - Hal from We're Super! Magazine
My name is Hal and I am the advertising sales representative for We're Super! Magazine, a leading publication in the superannuation sector. I came across your agency's portfolio and saw that you have a client in the industry, SuperXYZ.
I believe that We're Super! Magazine would be a valuable addition to SuperXYZ's advertising schedule. Our readership includes financial advisors, fund managers, and industry executives who are key decision makers in the superannuation market. By advertising in our publication, SuperXYZ will have the opportunity to target this specific audience and increase brand awareness in the industry.
I would love the opportunity to discuss how We're Super! Magazine can help achieve SuperXYZ's advertising goals. Please let me know if you are free for a call or meeting this week.
Best regards, Hal
Not bad, although a little stilted - particularly that phrase “I came across your agency’s portfolio” which suggests an ill-briefed sales person.
The brief: Take the following press release and turn it into a news article. Write an interesting headline and introduction, and apply the journalistic principle of the inverted pyramid to the story structure:
SCA Appoints Head of Brand Experience
Southern Cross Austereo (SCA) Chief Content Officer, Dave Cameron, has announced two senior brand experience appointments for the LiSTNR and the Hit and Triple M networks. Harriet Power, who has worked for many years in SCA promotions leading teams that have created and driven some of SCA's biggest broadcast and audience events, show stunts, listener experiences, client activations, and live music events across SCA's biggest shows and brands such as Hamish & Andy, Carrie & Tommy and RnB Fridays Live, will return from maternity leave on February 6, joining the Content Leadership Team in a new role as Head Of Brand Experience across the Hit and Triple M networks and LiSTNR.
In the role, she will lead SCA’s local Brand Experience Directors and teams across Hit and Triple M’s regional, provincial, and metro markets to deliver new levels of audience engagement with the stations. She will also oversee the national shows and events Brand Experience team working on audience and client integration across Hit and Triple M’s biggest national shows. Stephanie Zalfelds has been appointed as Brand Experience Director - National Shows and Events, reporting to Power.
Dave Cameron said, “The Brand Experience function is directly focused on driving audience growth and deep engagement with our shows, talent and stations. Harriet’s important content leadership role will continue the momentum on the excellent recent cume growth and audience engagement that we saw during 2022 across all our shows and brands.” Power takes on the new role on 6 February, while Zalfelds’ role is effective immediately.
It’s… fine, although the choice of what to put in each paragraph is somewhat random, and it of course lacks context - which is the most important value the journalist can bring.
The brief: You are a marketer working for Tesla. Your name is Mark Etting. Your CEO Elon Musk's personal reputation has taken a nosedive because of foolish things he has been saying on Twitter, and sales have stalled. Please write a memo to Mr Musk making the case for reversing his previous strategy of not advertising, and explaining the pros and cons of his decision to cut prices across the board. Also offer him advice on how his behaviour effects the brand. Elon has a famously short attention span and is known to fire people who bring him bad news, so please keep the memo concise and obsequious.
Memo to: Elon Musk From: Mark Etting
Subject: Reversing Advertising Strategy
Dear Mr. Musk,
I hope this memo finds you well. I wanted to bring to your attention the current challenges we are facing in terms of sales and the impact of your personal reputation on the brand.
As you know, we have not invested in advertising in the past, choosing instead to rely on word-of-mouth and our reputation for innovation. However, in light of recent events, I believe it's time for us to reconsider this strategy and invest in advertising to rebuild our reputation and increase brand awareness.
I understand that cutting prices across the board was a bold move, and while it may have helped to clear out oversupply, it also had an impact on our profitability. I recommend instead, a targeted pricing strategy that balances affordability and profitability.
I also wanted to remind you of the importance of being mindful of your conduct on social media, as it directly impacts the brand's reputation. It's crucial for you, as our CEO, to be a positive representative of the brand and to be sensitive to the tone of voice and messaging used on all platforms.
I understand the importance of making bold moves and taking risks, but I believe that these recommendations will help us regain market share and improve the brand's reputation in the long run.
I am always here to discuss and support you in any way I can.
Sincerely, Mark Etting
Not bad. But I was hoping to hear more about Van Westendorp’s pricing model.
The brief: Write a synopsis of an Australian-made ABC TV drama series, including location and characters. It should include themes guaranteed to win funding from Screen Australia.
"Set in the remote mining town of Mount Isa, "Outback Heart" is an Australian-made ABC TV drama series that follows the lives of a diverse group of characters as they navigate the challenges of living and working in one of the most isolated places on earth.
The series centers around the lives of three generations of women from the same family, all working at the local mine. The matriarch, played by an Indigenous actress, is a respected elder in the community who is fighting to preserve her culture and tradition in the face of rapid industrialization and modernization. Her daughter, who is struggling to balance her role as a mother and a mine worker. And her granddaughter, who is torn between her desire to stay connected to her culture and her ambition to leave the outback for a better life.
Themes of family, identity, community, and the environment are explored throughout the series as the characters navigate the complex and often conflicting demands of life in the outback. The show will be shot on location in Mount Isa, showcasing the stunning landscapes of the outback, and highlighting the unique culture and way of life of the people who call it home. The series promises to be a powerful and emotionally resonant drama that will resonate with audiences both in Australia and around the world."
No further questions.
You may recall that late last year, Triple M was not particularly forthcoming about what time Mick Molloy will be starting on the Sydney breakfast show, given that he’s previously had a 7am clause in his contract.
Here’s how DALL-E might have helped me illustrate the article, if I’d thought of it:
The brief: Comedian Mick Molloy looking angry with his alarm clock, in a radio studio, in a hyper realistic style
That’s perfectly usable. It came up with the clock at 7 without me even asking. By contrast, the next one is not usable…
The brief: Michael Clarke and Karl Stefanovic shouting at each other in an Australian park, at nighttime. Both of them are shirtless
Campaign of the week: Uber Eats - Almost almost* anything
In an experiment over the next few editions (which may become permanent if readers find it useful), we’re teaming up with our friends at Little Black Book Online to highlight the most interesting marketing campaign of the week.
LBB Australia’s MD Toby Hemming writes:
"My campaign of the week has to be the new Uber Eats work by Special. The original 'Tonight I'll be eating' spots signalled the fiercest turf war in delivery history, pitting the Kardashians from Calabasas against Snoop Dogg from Compton and it worked brilliantly. So it’s a ballsy move to make a big change so quickly, but it has delivered for them."
Read more at LBB Online.
TMH - The update you make when you have no update
There were a couple more curiosities to note from The Market Herald this week, including the company releasing one of the most vacuous strategy updates I can recall.
The troubled company, which saw founder Jag Sanger exit before Christmas in a boardroom rift, first put out an update saying it had managed to get more time to pay Adevinter the $60.1m it owes for Gumtree, Carsguide and Autotrader (GCA).
On Thursday it followed up with an announcement to the ASX labelled “strategy and trading update” which contained no new strategy or update.
“Following a review of the GCA business ample revenue growth opportunities have been identified and scoped”, it informed investors, uninformatively.
Unmade Index finishes with a low
The Unmade Index of ASX-listed media and marketing companies finished a choppy week in much the same place it started, with a fall of 1.33% yesterday, taking it back down to 655.2 points - just a fraction behind the week’s opening price of 657.3.
The week saw The Unmade Index lagging behind the wider ASX All Ords which rose gently all week.
Of the broadcasters, Nine fared worst yesterday, falling by 1.8% to a market capitalisation of $3,2bn. Only Enero and Pureprofile rose.
Time to let you get on with your weekend.
I’m thinking of going to see M3GAN later. is that a terrible idea?
We’ll be back early next week with more news about RE:Made including lots more detail around the program. We’re excited.
Have a great weekend.
Publisher - Unmade