Attack of the follow ups

  • Advertising
  • July 14, 2016
  • StopPress Team
Attack of the follow ups

Newshub, Spark, AMI, 2degrees, and Trustpower roll out another round of their respective campaigns. 

Six months after its launch, Newshub has released the next iteration of its campaign to draw in audiences. The next spot comes after its launch, which head of marketing Katie Mills called "the biggest in MediaWorks history". The eight TVCs released in February drew attention to New Zealand and world news, sport, health, entertainment, money, weather and politics. This newest creative has a similar focus, covering all areas of news in two spots. 

Marketing manager Rebecca Saunders says the February campaign was designed to introduce the Newshub brand in a "high-impact way and communicate [its] values and what New Zealanders could expect from a truly integrated news service". This second wave of activity, she says, has drawn inspiration from what has happened since, including the growth and numbers that demonstrate how the audience is connecting to the brand and products.

"Our new creative targets specific audience demographics and has clear call to actions reinforcing the attributes Kiwis are enjoying: the multiple digital platforms, the content verticals and the 6PM bulletin," she says.

The audience spends almost three million minutes per month using the app, and it's a figure that continues to climb. Regular bulletins across the nine radio networks reach more than one million Kiwis during the breakfast time slot every week.

While both TVCs feature similar content, Saunders says Sam Hayes and Mike McRoberts were included in one to "drive home their connection and role for [its] audience, as the team leading the bulletin that wraps up your day".

Euro champions Portugal also received a mention - whether or not they were the winners at the time the TVC was made is unsure.

The TVCs are supported by OOH, radio, digital and social.

Last week Spark rolled out its first big brand campaign, via Shine and Colenso BBDO, featuring a father and daughter duo connecting over music and dance in a two-minute spot.

Now, a shorter 15-second spot has been released with the father and daughter singing together in the car.

General manager Clive Ormerod old StopPress the aim of the new marketing push is to connect with customers emotionally.

“I see it as the start of our new way of connecting with our customers. I see it as the start of a body of work that’s going to allow us to ensure that we are competitive in market like we’ve been for the last few years, but also making sure that we make our customers feel something.”

AMI has released a new renters insurance policy with new creative to match by Colenso BBDO. Similar to previous ads, this new one features people in unfortunate situations requiring insurance.

2degrees, with Special Group, has also come out with new creative to promote its unlimited broadband plan. The mobile brand is seen to be celebrating inclusiveness, albeit in a nonsensical way using hybrid animals.

Last month Trustpower followed up with Captain Energy and Broadband Girl, via Gunroom and Robber’s Dog, who had adopted a pair of puppies since the last time they appeard on the screen. Now the puppies are being given their moment in the spotlight in a series of five cute ads.

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Wish I was there: Contiki's quid-pro-quo approach to working with influencers

  • Advertising
  • October 27, 2016
  • Erin McKenzie
Wish I was there: Contiki's quid-pro-quo approach to working with influencers

Social media stars and influencers are so hot right now, with brands across the world paying sometimes eye-watering sums to have nouveau celebs promote their products. And while this is something of a recent fad, 54-year-old Contiki built its brand on this approach long before it became fashionable. We talk to marketing director Tony Laskey about its latest influencer based campaigns, building relationships and why influencers work so well for Contiki.

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