A raft of advertisers have exploited yesterday's federal election result with humorous tactical advertising campaigns in today's newspapers.
Nandos was first out of the blocks, snaring full page ads in the Sydney Morning Herald and half page ads in The Australian proclaiming "It's about cluckin' time" - created by The Sphere Agency.
Nando's national PR manager, Jacinta Cavalot, said tactical and topical advertising is part of the brand's overall marketing strategy, as opportunities present themselves.
"We set aside a specific portion of the marketing budget each year for topical and tactical advertising," she said. "You need an agency that is quite nimble and can respond to current events quickly, and with humour."
Online holiday booking engine, wotif.com, has also taken out newspaper ads with the line: "Enough about seats, lets talk about beds!".
The quarter-page execution, created by ad agency BCM, parodies the constant uncertainty over who would take the required 76 seats to form a government.
Convenience store 7-11 has also launched a campaign through Naked Communications. The agency launched a Twitter campaign tweeting users that anyone who says "It's a great day for redheads" will receive a free slurpee drink.
The election result boosted traffic to newspaper websites. Yesterday, Fairfax Digital's Sydney Morning Herald site recorded its highest ever results for hourly online traffic with its live stream of the Independents' speeches attracting 882,436 unique browsers and 10.2 million page impressions.
Elsewhere, Ninemsn.com.au had 740,551 UBs and 4.3 million PIs; news.com.au had 599,535 UBs and 6.5 million PIs and The Age came in with 553,161 UBs and 6.9 PIs, according to Nielsen Online.
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