Bianca Mundy's Fuckup

"In an attempted to boost the market share of an Australian car brand. Dealers were lobbying for a campaign that would highlight the importance of buying local. So, we launched a heartwarming campaign, to showcase that purchasing from our brand would support homegrown jobs.  

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While we did have manufacturing in Australia and a huge network of Australian dealers and employees, many of our cars were already manufactured overseas. Within days, parodies of our ad flooded the web. The campaign was hastily pulled after a week on air.  

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Lesson 1: Make sure your business actions align to your comms. Authenticity is key.  

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Lesson 2: Market to your customers not internal stakeholders."