TikTok invites Australians to celebrate summer

Paige Murphy
By Paige Murphy | 19 January 2021

TikTok has launched its second national brand campaign, Summer Starts on TikTok, inviting Australians to celebrate key elements of local culture in summer-mode.

The campaign will showcase key Aussie summer vibes, representing roadtrips, cricket, food, sport, adventure and fashion among others this summer, along with a real-time reactive OOH campaign connecting the trending moments on TikTok with summer across the country.

The integrated campaign kicked off on December 20 and will continue through to March 31, bringing the summer of TikTok to the nation.

The campaign will run across TV, radio, digital, OOH, online, social media channels and through sponsored events and activations that will pop-up in major cities and on famous beaches during the warmer months.

TikTok has put a spotlight on videos from some of Australia's favourite local creators, including the lifeguards of Bondi Beach, surfer Pacha Light, TikTok's favourite granny from The Chainz Family, comedian Pnuks, fitness queen Kayla Itsines and wanderlust travellers Kendall and Glenn, who are sharing their holiday adventures via a suite of TVC and digital video ads spanning Christmas and summer executions.

The hero 30 second spot sees organic TikTok creator videos cast with the sound of 'Fantasising' by local Aussie artists Skegss.

The hero ad celebrates uniquely Australian summer moments, from the best fashion for staycations and coastal road trips, to being attacked by Australia’s unique creepy crawlies and swooping magpies.

Included in the campaign is the world’s biggest inflatable Australian native bird, the 'TikTok-A-Too', which flew in to Sydney's Darling Harbour on January 15.

The large-scale brand activation, a giant 12-metre tall, 17-metre long and 13-metre wide three-dimensional spectacle in the tradition of Australia's Big Banana and the Big Prawn, will serve as a symbol that TikTok is where the big fun happens.

The real-world brand moments will also be rolled out across the country, with a second famous Aussie bird planned to launch soon, and roadshow across the country alongside the TikTok-A-Too.

"Summer Starts on TikTok is a celebration of Australian culture and how that translates to the fun and excitement of the summer season, especially this year, as we finally get to say goodbye to 2020," TikTok ANZ general manager Lee Hunter says.

"The campaign showcases the uniquely Australian content that some of our most creative and entertaining creators are sharing with local audiences, who see themselves represented in amazing videos that are reaching the world".

Brett Armstrong, general manager of TikTok Global Business Solutions ANZ, says TikTok has started to become part of Australian culture.

"We see that play out through the stellar local content that captures our uniqueness and is helping to drive incredible engagement," Armstrong says.

"Our Summer Starts on TikTok campaign is an opportunity to leverage that local-love for the platform to build the TikTok brand and further drive audience growth as we head into the new year."

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