Wilson Everard launches the ultimate tool box!

Using the theme line “Hard working underwear”, Wilson Everard has launched a new campaign for Tradie by Sojo.

“We needed a campaign that would appeal to both sexes as women often buy the underpants for their men” said Sojo marketing manager Ben Goodfellow. “And judging by the response we’ve been getting the cheeky campaign is working its pants off!”

The launch campaign includes the Herald Sun and Daily Telegraph, bus backs in Melbourne and Sydney and EyeShop panels outside BigW stores in Melbourne, Sydney, Canberra and Brisbane.

For more information please contact Nick Hickford on 03 9867 5100.

After 21 Years, A new Boss!

This week there is a new face at Wilson Everard - Nick Hickford has arrived to take up the role of CEO.

David Mattingly has been urging us for at least 10 years to get one so we’ve finally taken his advice.

As you would expect, it has taken us over 12 months to find the right bloke and convince him to make the move.

Nick was previously in a similar position for almost 9 years at The Bridge - a highly successful marketing and advertising consultancy here in Melbourne.

Prior to that he was in brand management at National Foods, Eveready Energizer and Sanitarium before ending up as Berri’s Director of Marketing.
Originally from the client side as you can clearly see, Nick describes himself, somewhat self effacingly, as a “marketer who knows advertising”.

At Wilson Everard, Nick will be very “hands-on” as he can conduct workshops with client marketing teams, mentor client and agency staff and advise on marketing strategies, their implementation and ultimately, ad campaigns.
We think Nick will be the “Yin” to the Wilson Everard “Yan” and will ultimately make this agency an even better business partner for our clients.

You can contact Nick on 0411 698 438 or at nick.hickford@wilsoneverard.com.au

Wilson Everard help Ted's Cameras capture life!

Ted's Cameras general manager Nic Peasley has announced a major rebranding initiative, accompanied by a return to Television advertising. In his new role heading up Ted's following the retirement of Richard Robertson, Nic Peasley said “We have spent 12 months researching and modelling a new brand position with our partners at Wilson Everard and have commenced the rollout this month.” “Research showed that brand recognition for Ted's is extremely high, in fact the highest of any camera retailer in Australia, as is the trust factor in terms of product knowledge and making the right recommendations.” “We need consumers to see and feel how the right choice of camera combined with a full suite of photofinishing options will help them capture life the best possible way.” Ted's TV campaign is supported by extensive catalogue distribution and national press.

Wilson Everard goes Solar!

In another new business win, Wilson Everard is helping Akora Energy create a disturbance in the green power market with their new campaign for solar.com.au. The TV commercial which started running on Sunday features a power meter spinning in reverse and is supported by an online search campaign with ReachLocal to help generate leads.

Wilson Everard retains Autobarn creative account

Wilson Everard retains Autobarn creative account After a lengthy review process Wilson Everard has retained the Autobarn creative account and re-launched the brand with the first in the series of animated TV commercials in time for the peak selling period around Father’s Day. The first character is a Chrysler ‘Mobster” using the theme line “Autobarn. Cars love it”. More characters will be released in the future.

HoMedics massages sales with a new TV campaign

HoMedics has launched a new campaign on Pay TV to promote its foot, neck and back massagers. Created by Wilson Everard Creative Directors Jeremy Wynne and Justin Groves, the campaign features three 15 sec TVC’s, each with a simple, memorable twist.

“Getting noticed in the aggressive retail market is harder than ever, particularly in the area of electrical goods where everyone is slashing prices and producing TV ads that scream at the public. Since the launch of the campaign, we’ve heard that people have been specifically mentioning the ads when they’ve gone in store to buy the product.” said HoMedics boss Paul Harrison. “It’s just the kind of cut-through we were looking for. As a company that’s constantly improving and updating its product line-up, it’s also good to know that the commercials have been designed to accommodate new product models as they come along.”

Vale Bill Hunter -The Big Aussie

I knew Bill Hunter was the future 'face of BHP' after seeing The Dismissal –his portrayal of Rex Connor was a tour de force.

Two years later we were in Karratha and Mt Newman in WA making the first of what would be a mammoth (for the ad industry), thirteen ads for BHP around the nation and around America.

Each ad was written for Bill –all sixty seconds and with plenty of 'space'. Mike Brady had written the score for a TAA pitch years before and we took it over as the unofficial BHP 'anthem'.

But Bill was the heart and soul of the campaign –I wrote every ad but Bill's delivery made every ad believable.

Most were shot by DOP/Director Ian Baker whose eye always captured the romance of even the toughest environments.

Bill was a great storyteller and as such they weren't really ads at all but a sort of Australian Industrial Geographic.

Over three years we spent a lot of time in remote locations and even on board a large bulk carrier –and Bill never complained –in fact I reckon he loved it.

In one ad we had a bloke walk between Bill and the camera as he was delivering a line to make it more 'real'.

Bill wasn't supposed to acknowledge him but he paused, slapped him on the shoulder as he passed and said 'G'day Kenny' and finished the take.

It was unrehearsed, unscripted and unbelievably good –it was Bill.

Like everyone else who ever worked with him, I wish I'd had the opportunity to say 'see ya mate' to a great bloke.

But in the end I have the satisfaction of knowing I got the casting exactly right because more than any conglomerate –Bill Hunter was truly The Big Australian.

Andrew Wilson

Ambra Corporation brings back the “Sealed section” for its sexy new range of pantyhose

Ambra Corporation has launched its new range of CLiO hosiery and underwear nationally with a provocative and cheeky campaign created by Wilson Everard joint Creative Directors Justin Groves and Jeremy Wynne. The campaign features three “Sealed section” 15 second TVC’s, a “sealed” 4 page print ad and a dedicated microsite. Using the tagline “When will you be seen in CLiO?” the hosiery and underwear brand will be sold in supermarkets and discount department stores around the country. The CLiO range includes Italian hosiery, opaques, knee-highs, essentials and CLiO “Shapewear” underwear. “The campaign is simple, has great cut-through and will make CLiO the sexy supermarket brand” said Wilson Everard Account Director Natalie Kuss. Early indications are since the launch of the campaign in early May, the Ambra Corporation is enjoying some sexy results.

The Caravan, Camping & Touring Supershow draws record numbers!

The 2011 Caravan, Camping & Touring Supershow saw 60,348 hungry buyers come through the gate looking for the latest in caravans, motorhomes, camper trailers and touring gear. Up almost two thousand visitors from last year, Caravan Trade & Industries Association of Victoria Executive Officer Peter Wright says it has been a fantastic result for the largest show of its kind in the southern hemisphere. “The long weekend concept was just perfect,” he says. “Spreading the crowd over three big days gave punters easier access to the venue and more time to spend with exhibitors. Balmy weather throughout definitely sent the right messages to potential buyers, getting them in the mood to be outdoors.”

One thing that may have helped drive ticket sales was the great line-up of door prizes available. Jackie Seib went home with a Dream-Pot package, including a 6L and 3L pot valued at $470. Cheryl Loschiavo scored a Waeco CF-50AC 50L fridge-freezer valued at $1,199. Janene Van Wyk won a Southern Cross Canvas Ultimate Deluxe Tent valued at $1,750. But the biggest winner at this year’s show was Amanda Herbert. She took home first prize, a Paramount Duet caravan including all on road costs, valued at $36,995. “This is very cool,” Amanda said, “to win out of the thousands of people that came to the show.”

“We came to the show to look for accessories for our Jayco and to check out what’s new on the caravan market. We go to the Supershow every year, everything is here, it’s a one-stop shop.” Amanda said she was hoping to take the new Paramount Duet to Bateman’s Bay for the Easter holidays to break it in. “We absolutely love caravanning. We’ve been going since we were kids with our families. Caravanning gives you freedom, and you know what to expect when you get to your destination. Hotels can be hit and miss, and you don’t have to wait at the airport for late planes. And if you break down, your accommodation is right behind you!”

As usual, the tourism and destination displays were in high demand, with many travellers keen on visiting outback destinations like Lake Eyre, Alice Springs and Uluru. Interest in larger caravans has waned slightly, the prevalence of smaller SUVs clearly impacting upon what people can, and want to tow on their holidays. The motorhome and fifth wheeler villages were very popular, however, with scores of visitors streaming through and exhibitors attracting many leads to follow up including test drives and factory tours. Camper trailer and trayback exhibitors reported not just higher numbers of visitors through the gate, but many more than usual keen to buy rather than just kick tyres. Several recorded solid sales throughout the weekend across the budget spectrum. And one of the largest growth areas in recent years, 4WD touring accessories, again proved very popular. Everyone intending to explore Oz is keen on aftermarket accessories for their vehicles, including driving lights, front and rear bars, fridges, winches and storage solutions and heaps more.

“Overall this was a very successful show,” says Peter Wright. “With the biggest range of RV products in Australia, aftermarket accessories and tourism information all in one place over a long weekend, it proved the determination of more and more Australians to enjoy life and explore this country in style and comfort.”

Allan Moffat turns up the volume on the new supercharged Boss 335 GT.

The new Boss 335 GT is the most powerful V8 FPV has ever built. And with more grunt than anything Allan Moffat drove to claim his 4 Bathurst wins and 4 Australian Touring Car Championships, the racing legend was keen to put the car through its paces in a new commercial created by Wilson Everard Advertising. “It’s hard to believe you can get this level of performance in a family sized Australian sedan” said Moffat. “It obliterates the local opposition and makes life tough for Euro hot rods at twice the price!” The new TVC focuses on the sound generated by the new supercharged, all-aluminium V8.

“With a bi-modal quad exhaust system, the new GT pumps out engine notes that let you know it’s absolutely and positively the Boss,” said Joint Creative Director Jeremy Wynne. Filmed at the Ford Proving Ground in Geelong by Horizon films, the commercial also introduces the new supercharged Boss 315 GS and is set to launch during the Clipsal 500.

“Let’s talk about your tackle!”

Former AFL greats Matthew and Alan Richardson are the stars of a new Andrology Australia community service announcement created by Wilson Everard joint Creative Directors Justin Groves and Jeremy Wynne.

The 'Talk about your tackle" campaign, aims to help all Australian men understand the risks of ignoring issues with "the bits below the belt".

"The problem is that men don't like to talk about problems with their tackle," said Wynne. "And by the time they do, it can often be too late to do anything about it," added Groves.

The 45 second spot, titled 'Nothing', highlights the awkward and uncomfortable silences between men when it comes to discussing important issues like reproductive health.

Reproductive health issues can also be an early warning sign for more serious health problems, so the spot urges men to "talk about their tackle" and to visit the Andrology Australia micro-site talkaboutyourtackle.org.

Focus testing of the campaign showed that the simplicity of the message and the realistic awkwardness of the scene resonated strongly with the target audience.

"Matthew and Alan are a father and son team that command a lot of respect in male circles, so they were a perfect fit for the commercial" said Account Director Natalie Kuss.

It's un-Australian not to have a veranda!

Building company Install-A-Veranda is punting on bigger and better sales from a first-time TV campaign developed by Wilson Everard Advertising.

Install-A-Veranda boss Justin Cannon said, ‘Wilson Everard just got it from moment one when they said it’s bloody un-Australian not to have a veranda.

They’ve put together a fabulous animated ad that really nails the fun of having a veranda and what it can do for your lifestyle.’

The TV spot shows famous Australians including Ned Kelly, Captain James Cook and Phar Lap all enjoying life with their verandas with the promise that they’ll ‘have it up in a day and you’ll have a hundred new mates in a week!’