BWM push for the Trading Post Online
Telstra, via BWM Sydney, has launched a marketing campaign to cement Trading Post’s position as one of Australia’s favourite places to buy and sell. The campaign follows the launch of a new logo across tradingpost.com and Trading Post Mobile late in 2009.
“With a long history as the trusted place for Australians to buy andsell, it was important the new creative approach for the Trading Postbrand engaged our traditional customers, while appealing to a new groupof buyers and sellers,” Justin Milne, Telstra’s group managingdirector, PSTN, Fixed Broadband, BigPond and Media said.. “Thiscampaign is our next step in cementing Trading Post as Australia’sonline and mobile classifieds specialist.
“The Trading Post is an iconic Aussie brand so we had to have a bit of fun with this campaign!”
The campaign introduces two unforgettable yet unlikely friends – a goatwith a frog on its head. They have a simple catch phrase. Whenever theysee the Trading Post the goat says “Bargain”, and the frog says”Reckon”.
The story starts off with a lovable dad, Bob, played by Justin Smith.He discovers the unlikely duo can talk and amazed, brings them home tohis loving family. However they only ever talk in his presence. As thestory unfolds we find Bob trying desperately to convince his family (oranyone for that matter) that they really do talk, and he is not losinghis mind.
Says Rob Belgiovane, executive creative director of BWM: “The TradingPost goat and frog campaign taps into the insight that everyone loves abargain.”
BWM has created a multi-media through the line campaign that is brokeninto two parts – teaser and launch – and runs across TV, cinema, radio,outdoor, online and mobile, with media booked by OMD. There is even a’Bargain! Reckon!’ dance track mixed by Peewee Ferris that formed partof the teaser campaign and is available free as a ringtone for TelstraNext G customers with compatible mobile phones.
Agency: BWM Sydney
Copywriter: David Shirlaw
Art Director: Bobbi Gassy
Art Director: Rocky Ranallo
Executive Creative Director: Rob Belgiovane
TV Producer: Emma Friend
Print Producer: Simon Holdaway
Strategic Planner: Darrell Tiemens, Emily Hoskins
Digital team: Ray Leggott, David Cashin, Evan Crompton
Account Management:Simon Hadfield, Candice Lombard, Andrew Harvey, Adam Saunders
Production Company: Plaza Films
Producer: Peter Masterton
Director: Paul Middleditch
Sound Studio: Sound Reservoir
Editor: Peter Whitmore
Post-Production: Fuel
33 Comments
I think you blokes might’ve got a bit close to this one. The first spot needs the phrase ‘don’t you reckon’ to make the frog’s bit clear. As it stands the goat makes sense but the frog doesn’t. Once you’ve heard the second one you can’t mistake it. Hoping everyone sees both is a risk in my view.
one of the strangest and weirdest entrances by the mum in the background in the “chat” spot.
Great spots both of them, this idea is very campaignable and allows me to have a refreshed sense for the brand. Nice work guys!
without reading the blurb i couldn’t understand what they said… am i alone?
Hello my baby, hello my honey, hello my rag time gaaal. Send me a kiss by wiiire. baby my hearts on fiiire……
Telstra shareholders should probably ask why their company is spending good money attempting to take on ebay with a third-rate version of the same kind of thing.
Couldn’t make out what they said either. But besides that it lo0ks old fashioned and lame. A bit like the Trading Post itself really.
saw this on tv last night twice. both times couldn’t work out what they were saying.
Whether they’re good ads or not aside, the goat’s reaction to when the mum walks in on the second one is priceless.
Can we all please stop casting kids with red hair in our commercials.?
I PLAYED IT TWICE AND CAN’T HEAR WHAT THEY SAY!!
I want to love it – but i don’t fuckn get it!
Call me old fashioned – but give ’em a clue.
I couldn’t understand them either. Maybe that’s part of the trick, people google that weird thing online to work out what they’re saying?
I did. But I have no friends. Or pets.
Great to see some work from Bobbi, it’s actually kinda fresh.
I have one small problem with this – they’re using eBay’s old strategy, you can find any useless old shit on the Trading Post.
Was great back then when there were no competitors but they had to change. It’s working pretty well for them now from what I hear.
lol. red haired kid from brunette and blonde parentage.
That’s not genetics, that’s an old fashioned voodoo curse.
Could they find a better idea on trading post?
Gives me no reason to use them instead of ebay. Surely that should have been the brief!
The ginger kid makes it. She’s the glue that holds it together.
11:29 has put his/her finger on the problem. For an agency which proudly declares itself strategically based, and where one of the partners is in fact a planner, this work fails to give the viewer a reason to use the product rather than the default ebay. Surely that’s the challenge.
And yeah, you can’t understand what either the goat or the frog are saying.
Not to put too fine a point on it, this is rubbish. Of all the possible strategic and creative possibilities that were available to address this marketing problem, they’ve put their eggs in THIS basket? Baffling.
I would have expected much better work from all concerned, given their status in the Australian advertising community. Shirl, Rocky, as Dr Phil might say, “what were you thinking???”
A (former) colleague.
Tried to download screensaver on my iPhone – Safari couldn’t download file – EPIC FAIL guys.. This is an example of a small thing making a BIG difference to this campaign.
Now I get it…..(after watching it 20 times)
The Goat says, “bargain” … and the Frog says, “reckon”.
..if you refuse me, honey you’ll lose me, and you’ll be left alone oh baby telephone and tell me I’m your owwwwwn….
Ribbit.
I love these ads. I love goats. I love frogs. I love trading post for making me so happy
4:32 PM 9:43 PM, 9:49 AM, please stop irritating me:
http://www.youtube.com/watch?v=EY39fkmqKBM
Not even I understood what he said.
You can’t possibly tell me the creatives and planners who come up with original thinking haven’t seen this…
http://www.youtube.com/watch?v=FvX_TvnBcOU
Michigan J Frog even has his own Wiki…
http://en.wikipedia.org/wiki/Michigan_J_Frog
These are pretty funny, the punters will take a while to warm to them but what’s not to like about a goat with a frog on its head.
Nice direction too. And ‘Bargain’ ‘Reckon’ will be heard in pubs all over Oz, betcha.
This is a cracker. It gets quite addictive. I’ve watch it a few times and it’s grown on me. Great talent choice.
I like them. The outdoor looks great too. What a bunch of nasty people you are. These are fun ads. Remember fun?
ah no…..”Bargain” and “Reckon” will not become part of the Australian vernacular….cause nobody can understand what the dumb animals are saying (except for me who listened to it too many times)
They’re weird but good-weird.
When I have a goat to sell, I will give Trading post a Ribbit.
Oh gosh i saw this poster on the street yesterday and could not get my head around it. Finally googled and watched the ad. Am not impressed.
Do you know where I can read more about these [url=http://www.qslaw.com]rules[/url]?