Clemenger BBDO and Extra Gum are giving aspiring Aussie music artists a chance to shine. The campaign, Extra Support Acts, is a competition with a difference. It turns YouTube ads into digital stage for emerging Aussie musical talent.
16 of Australia’s up and coming musicians will be featured in pre-rolls run before videos by top Australian music acts, 5 Seconds of Summer, Alison Wonderland, The Rubens and 360.
The longer people watch each the pre-roll ad, the higher up the tally its artist goes. An algorithm will aggregate the number of views, likes and shares of their videos to determine which Support Act had the most engagement from Australian music fans. Four winners will be awarded ad Australia’s next big music talent.
Clemenger BBDO Sydney created the Extra campaign as creative lead, in partnership with Universal Music Australia and BRING for talent, music strategy and content, MediaCom, and YouTube.
Extra Gum marketing director, Alison Levins, commented, “At Extra Gum, we’re focused on helping give Australians the confidence they need to be at their best. We wanted to extend that support to Australia’s grassroots music scene, and what better way to do it than by transforming YouTube’s pre-roll ads in to digital support act stages. We can’t wait to introduce the country to the next big acts in the Australian music scene.”
The campaign has launched on the Extra Support Acts YouTube hub, featuring 60+ pieces of content from the headline artists and their support acts, as well as a suite of OOH and social content in support.
Clemenger BBDO Sydney chief creative officer, Ben Coulson, noted, “Turning ads into a stage for emerging artists seemed like an interesting idea, and fit nicely with Extra’s brand position.”
MediaCom head of strategy & planning, Dan Connor said, “This is a brilliant example of how you can innovate and change the way you partner with platforms like YouTube – building reach and using real music discovery data to bring the idea to life.”
Universal Music Australia, managing director, new business, Roddy Campbell added, “We’ve seen all manner of branded music platforms and really feel this will be one of the best – an authentic role for the brand that creates value for consumers and artists alike. Our acts have been so passionate about supporting the next generation of talent and I think that shines through in the engaging content we’ve created with them. We can’t wait to see how the journey unfolds!”
Credits:
Creative agency: Clemenger BBDO Sydney
Chief Creative Officers: Ben Coulson & Paul Nagy
Creative Director: Brendan Willenberg
Creative team: Willy Maitland & Zander Williment
Head of Craft: Daniel Mortensen
Lead digital producer: Claire Bisset
Head of Account Management: Madeleine Marsh
Senior Account Directors: Hanne Haugen & Emily Taylor-Delplanque
Senior Account Manager: Katie Scrutton
Production company: Milkmoney
Director: Ethan Mclean
Producer: Emma Whitehouse
DOP: Don Buppapirak
Gaffer: Justin Plummer
Music production: Gareth Plummer
Media agency: Mediacom
Talent, music strategy and content: Universal Music Australia & BRING
Platform partner: YouTube
Client: Extra Gum
Senior Brand Manager Extra Gum: Virginia Marsh
Wrigley Marketing Director: Alison Levins
Freshening Marketing Manager: Alexandra Hume
