Your ATTN Please
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Your ATTN Please || Thursday, 17 April

Your ATTN Please || Thursday, 17 April

April 17, 2025

Sure, digital marketing’s our bread and butter in 2025. The downside?

Consumers have gotten pretttty good at tuning out brands online. But an entire building wrapped in an IKEA FRAKTA bag? A 60-foot inflatable Kim K. in Times Square? Or a ginormous billboard covered in Babybel’s iconic red wax? That’s impossible to ignore. And that’s exactly why nothing will ever beat a stellar OOH.

- Charlotte, Editor ♡

WHAT’S HAPPENING IN MARKETING TODAY?

Black Mirror S7 does not miss, Music trends are getting quirky & Ikea furniture can be your true love

Black Mirror season 7 has it all AND THEN SOME.

The British sci-fi anthology never fails to wow audiences with each release. Which is kind of crazy when you think about it. It's a show based on our complicated relationship with technology that presents us with an array of (usually) horrific "what if" scenarios that could be considered fearmongering. That is, if they weren’t so astutely written, beautifully acted and exceptionally produced.

Black Mirror holds up a, well, mirror, to society and tells us to take a long, hard look at what might be. And it’s a frightening yet dazzling experience we all seem to welcome. The series is 6 episodes long, and worth every second of the watch. It's filled with a heartbreaking romance, office politics, a self-aware video game, a classic film, and all the freaky sh*t in between. Highly recommend.

These three music trends will boost your campaigns...

Marketing Dive has broken down three of the leading trends from Musicbed’s Music in Film Trend Report 2025 so we don’t have to. Let’s be honest, the right track can be the difference between a successful campaign or video, and well, a giant flop. Music is the driving force for emotional resonance and connection. And we want our audiences to connect (otherwise wtf are we all doing here?).

According to Marketing Dive, here are the top three trends you should be using:

Y2K. A recent Spotify poll found 6 in 10 people are more likely to engage with an ad that feels nostalgic and reminds them of the past. Three out of 4 respondents say feelings of nostalgia connect people. Using this style of music in advertising is fun, feels relatable, and creates brand love instantly.
The classics. Because there’s something about Beethoven’s Symphony No. 9 that screams importance and gives enough dramatic flair to create a winning campaign.
Quirky is in. Today, brands are striking the right chords with somewhat offbeat musicians who speak to niche target audiences, opting for independent musicians who may be described as "quirky". Jamie Drake, The Walters, and Abby Holliday are among the most popular musical artists whose work is now being spotlighted by significant brands.

Ikea says its furniture will outlast your relationship.

And it’s got receipts. In 2024, IKEA celebrated 20 years in Portugal. To mark the occasion, the brand invited consumers to find out whether the oldest IKEA piece of furniture in the country might be in their own homes. It was during this time that thousands of testimonies flooded in about the longevity of IKEA furniture, often backed up with the claim that theirs had outlasted their romantic relationships.

This is the powerful insight behind the new campaign: "If only love lasted as long as Ikea furniture." After all, according to the 60-second spot, furniture is “uncomplicated.” No talk about exes, no snoring, no judging. Just good old, built-to-last home wares.

Anyway, that’s all folks!

-Sophie, Writer

DEEP DIVE

Why you should take your advertising offline (yes, even in 2025)

The digital world is more crowded than Steve Buscemi’s smile (no shade, ily.)

We all know as marketers that our job is to fight for attention in a never-ending scroll of content, ads, and algorithm-fed distractions. So, when something real and physical appears in front of us, it hits different.

And CommBank has just shown us how it’s done. In collaboration with M&C Saatchi the Australian banking company nailed it with their latest “Out of Here Out of Home” campaign in Melbourne. Because the billboard wasn’t just a billboard. In fact, it wasn’t a billboard at all, but a fully immersive walk-through experience designed to bring a slice of New York to Flinders Street. And it’s proof that showcasing your brand in the real world adds a layer of credibility and impact that digital just can’t replicate.

Out-of-home (OOH) advertising has a unique ability to command attention in a way that digital ads never could. You can scroll past an Instagram ad in half a second.

This is the power of physical presence. You can mute a YouTube pre-roll. But a massive, interactive billboard in the middle of your path on the way to work? You kind of have to engage with it. CommBank’s campaign turned a simple OOH placement into an experience, letting people literally step into another world, deepening brand perception in a way that digital alone could never achieve.

Marketers love to chase younger audiences, but here’s the thing: The consumers with the most disposable income and financial decision-making power aren’t Gen Z—they’re older demographics with lower screen time and a much higher median income.

Digital-first strategies often fail to reach them effectively, but OOH advertising? That’s their domain. Whether they’re commuting, walking through the city, or simply living their offline lives, they engage with physical advertising in a way younger, digitally native consumers might not.

Experiential marketing = emotional buy-in.

Humans connect with brands through experiences, not just pixels on a screen. A walk-through billboard doesn’t just tell you about something, it lets you feel it. That’s the difference between passive advertising and active engagement. CommBank didn’t just say, “Imagine yourself in New York.” They let people step into it, creating a sensory-driven moment that sticks far longer than any Instagram ad ever could.

Digital marketing isn’t going anywhere, but if you want real-world credibility, you need a real-world presence. Whether it’s an immersive billboard, a pop-up experience, or even just a strong OOH strategy, brands that show up in physical spaces build trust and impact that a digital-only strategy can’t match. CommBank’s campaign serves as a reminder that when you create something people can actually step into, they’ll remember it.

-Sophie, Writer

TREND PLUG

I don’t wanna be friends

Lady Gaga dropped “I don’t wanna be friends” like someone asked her to split the bill.

That one line from "Bad Romance" (2009) has now been rebranded as the official response to anything that feels like a personal attack but isn’t technically illegal. The sound is currently circulating TikTok as a way to shut down unsolicited opinions, emotionally triggering advice, and general audacity. It's the perfect response to things like:

How you can jump on this trend:

Use the sound with on-screen text showing what someone said that made you want to log off. React like you’re one sentence away from burning the group chat down.

A few ideas to get you started:

“We actually don’t need a caption”
“Just do what the brand guide says”
“Not everything needs to be content”

-Abdel, Social Media Coordinator

FOR THE GROUP CHAT

😂Yap’s funniest home videos: Milk was a bad choice
❤How wholesome: baby elephant!!!!!!!!!!!!1!!!!
😊Soooo satisfying: Cutting slime
🍝What you should make for dinner tonight: Slow Cooked Beef

TODAY ON THE YAP PODCAST

Want even more “YAP”ing? Check out the full podcast here.

ASK THE EDITOR

I've just started a financial coaching business and I'm trying to network in a couple Facebook groups. What advice do you have for me? - Garth

Hey Garth!

If you haven't already, you need to really think about where your target audience hangs out. If you're focusing on FB right now, you want to make sure you're in groups that are full of potential clients.

Then, the key is to invest time in being active in the group. Answer questions and give good advice in your area of expertise. You can also make educational posts with genuinely helpful information. If you do this enough, people will start to recognise you, and you will get tagged when others ask questions about money.

Use those opportunities to continue to show your expertise. When it makes sense, you can offer your services. It will take time to build your network and reputation this way, but it will work!