After launching in Australia more than five years ago, global experiential marketing agency Because has landed on New Zealand shores.
Specialising in services such as live brand experiences, immersive technologies, and shopper marketing, Because has delivered campaigns for Westpac, Proctor & Gamble, The Salvation Army and Kimberly-Clark.
With a number of clients operating across both markets, managing director Meredith Cranmer says expanding into New Zealand was the obvious next step for the agency to take.
"With many of our clients also being responsible for the New Zealand as well as Australian market, being live on the ground makes great sense both professionally and personally," says Cranmer, who was born and bred in New Zealand.
"Many Australian and New Zealand companies cover both markets from one base, so in the initial launch phase, we’ll follow suit but will naturally have a local activation team on the ground."
Cranmer says that although the two countries share many similarities, she recognises there are also crucial differences in marketing cultures and audiences.
She says: "We’ll work hard to make sure our strategies and creative concepts resonate with a Kiwi audience alongside in-depth local knowledge and talent to ensure seamless activations."
"We have a fantastic plan in place to fast-track our growth in both markets. For example, Because NZ will bring Virtual Reality to the market on a wide scale by capitalising on more than a dozen high-profile campaigns the Because group have now created for leading global brands."
To celebrate the launch, Because is running Auckland's first experiential masterclass next month which will showcase some of the most effective experiential campaigns from around the world.
The event will explore seven types of experiential strategies and techniques and give attendees the chance to trial cutting-edge VR technology that is transforming experiential marketing.
“The powerful combination of experiential marketing and immersive technologies continues to disrupt traditional marketing landscapes," says Cranmer.
"Forward-thinking brands are now focused on building deeper, lasting relationships with consumers through creating moments of direct, two-way engagement."