Celebrating Thanksgiving

Mailchimp's first Australian campaign connects with marketers through clever, personalized outdoor ads, reinforcing their commitment to growth and customer engagement.

To: Australia, From: Mailchimp – A Love Letter to Aussie Businesses

Mailchimp, the leading global marketing automation and email marketing platform, has made a grand debut in the Australian advertising market with its inaugural campaign. What’s intriguing about this campaign is that Mailchimp, a fully digital brand, has opted to launch an entirely outdoor and out-of-home (OOH) media strategy to connect with Australian businesses.

Mailchimp's Australian Campaign

The ‘To: Australia From: Mailchimp’ campaign, developed by Intuit Mailchimp’s award-winning in-house agency Wink Creative and media agency PHD, is a bold and creative endeavor. The campaign rolled out 66 static and digital OOH units across major metro locations in Sydney and Melbourne.

Each ad integrates design elements such as a navigation bar and a recipient field at the top, with personalized copy like ‘To: Melbourne’ or ‘To: Sydney’, tailored for each media placement. These executions cleverly play on the familiar visual language of email, establishing a strong connection with the audience.

A Love Letter to Aussie Marketers

Mailchimp’s debut Australian campaign serves as a heartfelt love letter to the local marketing community. The creative concept draws inspiration from the world of email, using its recognizable features to foster a sense of familiarity and engagement. Through this approach, the brand demonstrates its commitment to the Australian market with a personalized message that resonates deeply with marketers.

Subject: Spread Awareness

The six-week brand awareness campaign, currently live, utilizes high-impact media like large format OOH, murals, sequential boards, street furniture, smaller digital OOH, and tram wraps.

According to Jeremy Jones, head of creative at Wink, Australia is a key market for Mailchimp. “We want to let Aussie marketers know how important they are to our brand, and ‘To: Australia From: Mailchimp’ is how we reinforce our commitment to both our existing and new customers,” he says.

Clever, Humorous Messaging

Mailchimp’s campaign aims to capture the attention of busy, on-the-go Aussies with witty copy and humorous headlines, including lines like: “Not to be FWD, but we’re Australia’s #1 Email Marketing Platform” and “If this ad were an email, you’d want to click it.”

Jones adds, “By showing up with fun and relevant messages for our audience, we are letting them know that we are here to help them grow their business and convert more customers – we want to become their customer growth engine. This campaign shows all of the ways we can do that.”

CC: Intuit

In 2021, Mailchimp was acquired by Intuit Inc., the global financial technology platform behind TurboTax, Credit Karma, and QuickBooks. With this acquisition, Mailchimp’s powerful suite of tools now puts data-backed recommendations at the heart of businesses’ marketing efforts, helping them engage customers across email, social media, landing pages, and advertising – all powered by AI.

To: Outdoor Media (You’re Here to Stay)

Mailchimp’s commitment to outdoor media aligns with the strong growth of the Australian out-of-home industry. Recent research from the Outdoor Media Association (OMA) highlights a 9.26 percent increase in net media revenue for Q1 2024, reaching $287.6 million – up from $263.2 million in the same period of 2023.

Digital out-of-home (DOOH) advertising continues to dominate, accounting for 74.1 percent of total net media revenue for the year-to-date, up from 70.7 percent in 2023.

Elizabeth McIntyre, CEO of the OMA, commented on the industry's resilience and growth, saying, “The OOH industry has never been as nimble, focused, and unified, with a flurry of activity to start the year.”

With Mailchimp’s impactful presence in the outdoor media space, one thing is certain: the sun won’t be the only bright yellow object lighting up Sydney and Melbourne for the next six weeks.

 

 

 

 

 

 

 

 

 

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