Creative Led Marketing Group (CLMG) has delivered a groundbreaking television advertisement that captures the essence of the vibrant Footscray Market. The nation-first initiative, which showcases the longest feature television ad in Australian history, highlights the seamless integration between CLMG and their in-house media division, leading to an unparalleled opportunity for businesses and consumers alike.
The two-and-a-half minute television advertisement showcases the captivating spirit of Footscray Market, providing viewers with an immersive experience into the rich cultural history, diversity and bustling energy of one of Melbourne’s iconic markets. The advertisement aired on Channel Nine last night, reaching over 780,000 households across Melbourne.
The concept of a longer-style ad was conceived by Misha Vaxman, co-founder of CLMG Media, who has worked closely with Mr. P.S. Lee, the esteemed owner of Footscray Market, in devising a comprehensive and robust marketing strategy over the course of the last two years. Seeing an opportunity to leverage the creative prowess of CLMG, Misha Vaxman and Kristian Curcio sought to create something that celebrates the strength of the client’s iconic history. Once established CLMG pitched the concept to Tim Rose, Nine Plus Director of Sales, who saw an opportunity to support the Melbourne market’s significant contributions to the community throughout the years.
Misha Vaxman, expressed his excitement about this collaborative endeavour. “We are thrilled to showcase the incredible transformation of Footscray Market through this extended feature. By seamlessly integrating our media buying expertise with CLMG’s creative prowess, we were able to create a truly captivating television advertising that reflects the unique character of Footscray Market”.
“We believe this campaign will resonate deeply with audiences and inspire them to explore the vibrant offerings of this incredible cultural hub” continues Vaxman.
Kristian Curcio, Co-Founder of CLMG, emphasised the value of the partnership and its impact on the final product. “The collaboration between CLMG and our in-house media planning and buying division exemplified the power of combining creative thinking with strategic media planning. Working closely to develop a concept that captures the heart and soul of Footscray Market, showcasing the diverse range of products and warms of the community”.
The feature ad showcased the very best of Footscray Market. With over 65 stores, the western-Melbourne icon offers a diverse range of fresh produce, meat and seafood, clothing and much more. The market’s vibrant atmosphere is further enriched by the continued diverse presence of stallholders heralding from across the world including Somalia, Sri Lanka, Vietnam, the Philippines, Malta, Greece and the Pacific Islands, making it a true testament to the multicultural spirit of Melbourne.
The advertisement, which echoes the feature-length advertisements of the American SuperBowl, is set to redefine television standards across Australia.
When presented with the proposal Channel Nine was keen to show support for the market due to its significant role in the community with Tim Rose (Director of Sales for Nine Plus) emphasising Nine’s commitment to “providing Australian small business, like the iconic Footscray Market, with a platform to tell their stories”.
The airing of this nation-first television advertisement signifies a milestone in the Australian marketing landscape, showcasing the seamless integration between CLMG and their media division, CLMG Media. Through their collaborative effort, these agencies have successfully harnessed their respective expertise to create a visually captivating and culturally immersive advertisement.