At ACMI, there’s a wall-sized art installation with chart that maps the essential elements needed in (an advertising) campaign when “Selling to Australia”.
The chart is most likely to be correct about the Australian-ness of these elements, and I’m also thinking that many of these might also be inherent to all humans (in varying degrees), no matter where you’re from.
- Trash the product
- Compose an anthem
- Connect with community
- Create a memorable character
- Be animated
- Upset, outrage and shock
- Celebrate the nation
- Embrace nostalgia
It would be interesting to map these elements even further to identify commonalities, nuance and differences, too – understanding market segmentation (demographic – individuals, psychographic, behavioural, geographic, and firmographic – companies) would be something that multinational companies would probably want to do when trying to determine how to sell their product around the world, right?
