TikTok invitations Australians to have fun summer time
TikTok has launched its second national branding campaign, Summer Starts on TikTok, inviting Australians to celebrate key elements of local culture in summer mode.
The campaign will showcase key Australian summer vibes, including this summer’s road trips, cricket, food, sports, adventure and fashion, as well as a real-time OOH reactive campaign that will bring the trending moments on TikTok with summer across the country connects.
The integrated campaign kicked off December 20th and will continue through March 31st to bring summer of TikTok to the nation.
The campaign will run across TV, radio, digital, OOH, online and social media channels, as well as sponsored events and activations that will pop up in major cities and famous beaches during the warmer months.
TikTok has put the spotlight on videos from some of Australia’s favorite local creators, including Bondi Beach lifeguards, surfers Pacha Light, TikTok’s favorite grandma from The Chainz Family, comedian Pnuks, fitness queen Kayla Itsines, and wanderlust travelers Kendall and Glenn Share Share your vacation adventures through a range of TVC and digital video ads that include Christmas and Summer versions.
The hero’s 30-second spot features organic TikTok creator videos that were cast with the sound ‘Fantasizing’ by Australian Aussie artists Skegss.
Heroes Ads celebrate unique Australian summer moments, from the best coastal fashion and road trips to attacks by Australia’s unique creepy crawlies and falling magpies.
Included in the campaign is the world’s largest inflatable native bird, the ‘TikTok-A-Too’, which flew into Sydney’s Darling Harbor on January 15th.
The large-scale brand activation, a huge three-dimensional spectacle measuring 12 meters high, 17 meters long and 13 meters wide in the tradition of the Australian Big Banana and Big Prawn, will serve as a symbol that TikTok is the big place fun happened.
The real brand moments are also being rolled out across the country. A second famous Australian bird is set to hit the market soon, and a roadshow across the country alongside the TikTok-A-Too.
“Summer begins with TikTok is a celebration of Australian culture and how that adds to the fun and excitement of the summer season, especially this year when we can finally say goodbye to 2020,” said Lee Hunter, general manager of TikTok ANZ .
“The campaign showcases the unique Australian content that some of our most creative and entertaining creators share with local audiences, portrayed in amazing videos that reach the world.”
Brett Armstrong, general manager of TikTok Global Business Solutions ANZ, says TikTok has started to become part of Australian culture.
“We see this in the great local content that captures our uniqueness and creates incredible engagement,” says Armstrong.
“Our TikTok Summer Starts on campaign is an opportunity to leverage local love for the platform to build the TikTok brand and drive audience growth as the New Year begins.”
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