In October 2016, economist Bernard Salt accused millennials of overspending on smashed avocado brunches instead of saving for a home. Outraged hipsters went wild online causing an “Avogate” backlash against Mr Salt’s comments.
ME was perfectly placed to capitalise on this opportunity with an existing home loan advertising campaign in market “have your smashed avocado and eat it too” (what an amazing coincidence!), a thought leadership position on housing affordability and a new Life&Loan digital tool for consumers. Keep Left and ME swung into action to further maximise the escalating smashed avo debate with one key message for consumers: You can buy a home and keep your lifestyle too.
The idea? To hijack the “Super-Saturday” auction weekend that was approaching in just four days’ time – when everyone’s eyes would be on the property market – and turn it into a Super-Smasherday.
With just days to pull this off, the team organised a collaboration with real estate agents Harcourts and engaged a catering company to serve smashed avo on toast to hundreds of auction-goers across Melbourne on 22nd October, 2016.
The Australian, Pedestrian TV, Business Insider, Smart Company and B&T all covered the buzz around ME’s campaign in the lead up to the activation. Channel 7 covered the auctions, including ME brand and a spokesperson, with further print and online coverage of the Super-smasherday auctions achieved in The Herald Sun, Adelaide Now, Daily Telegraph, Canstar.com.au and Noosatoday.com. Over 7.4m sets of eyeballs were reached through the earned media of this campaign.