‘Summer time begins on TikTok’: Uniquely Australian moments highlighted in new marketing campaign

In its second national branding campaign, TikTok highlights all of the elements of summer that are uniquely Australian, from Christmas in the sun to cricket and road trips to all the “big” statues.

Each element of the campaign is based on local content throughout the app and shows a different Australian summer trend that is updated in real time throughout the season.

Lee Hunter, General Manager of TikTok ANZ said, “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 .

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“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.”

The Akcelo-created campaign kicked off in late December with a 30-second hero film from TikTok creators celebrating summer and a campaign film with Christmas content.

The out-of-home component of the campaign reacts in real time to the hot moments of summer and highlights relevant content from the creator alongside the slogan “Summer begins on TikTok”.

On January 15, a giant inflatable cockatoo, believed to be the largest inflatable Australian bird in the world, appeared in Sydney’s Darling Harbor. The activation paid homage to the Australian Big Banana and Big Prawn, as they are 12 m high, 17 m long and 13 m wide. A second native bird will also travel the country alongside the ‘TikTok-A-Too’.

TikTok’s first campaign in Australia was launched in September 2020 and was described as a “key element” of the platform’s local strategy. The campaign celebrated TikTok as a place for young and old and highlighted the diverse community of people on the platform.

“This year TikTok has not only gained ground, it has really become part of Australian culture,” said Brett Armstrong, general manager for global business solutions, of the summer campaign.

“We can see this in the outstanding local content, which captures our uniqueness and contributes to an incredible level of engagement. Our “Summer Starts on TikTok” campaign is an opportunity to leverage local love for the platform to build the TikTok brand and further drive audience growth as the New Year begins. “