It's a kind of magic: Rinnai and .99 master the dark arts

  • Advertising
  • July 30, 2012
  • StopPress Team
It's a kind of magic: Rinnai and .99 master the dark arts

Back in the day, those with the ability to control fire were likely to be run out of town—or put in the old 'let's see if they'll drown' chair—for "being conversant in the dark arts". But, as a new campaign for Rinnai by .99 shows, these days it's something to put in your brochure.

Rinnai, a subsidiary of Rinnai Japan that has been operating in New Zealand for over 30 years, approached .99 earlier this year with some large sales objectives and concerns around brand awareness and perception. Its new brand proposition Everyday Magic supported its position as a leader in design and innovation. But it needed a smart, targeted way to take it to market. So .99 developed a brand-building communications strategy around TV (produced by Flux), in-show product placement and print advertisements. And to support the diverse product range and path to purchase it also used print, online, PR, direct response press and trade promotions. 


Client:  Rinnai

General Manager Sales & Marketing: Mark McCutcheon

Marketing Manager:  Kathryn Geck 

Agency:  99

Executive Creative Director:  Craig Whitehead

Senior Planner:  Kathryn Thomas

Senior Art Director:  Christiaan Van Noppen 

Senior Writer:  Warren Friend

Group Account Director:  Keeley Sander

Account Manager:  Alex Leece

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JustOne/.99 and Colenso BBDO/Proximity lead the charge among DM finalists

  • Awards
  • November 27, 2015
  • StopPress Team
JustOne/.99 and Colenso BBDO/Proximity lead the charge among DM finalists

While the word personalisation is now bandied about media lunches with increasing regularity, it's something that those in direct marketing have been focusing on for years—which is part of the reason why this is a space they've excelled at. In this context, the Direct Marketing Awards have become a significant indication of which agencies excel in this area. And this year, JustOne/.99 lead the pack with a total of 21 nominations between them, followed by Colenso BBDO/Proximity on 19, FCB with 11, Young & Shand on eight.

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