Like rust, marcomms news never sleeps

  • Advertising
  • September 8, 2010
  • StopPress Team
Like rust, marcomms news never sleeps

Get your read on with a host of entrancing tales about new RWC sponsorships, BIG moves, renaissance buses, the power of cinema, Pauline Hanton, photography, cool new campaigns, the Effies, online pre-research shopping tools, MINI art, sustainable business accolades, rock paper, the branding success of the Smokefree Rockquest and so much more.

Can they kick it?

There's only one year to go until Rugby World Cup kick off and DHL is the latest official sponsor to fork out for sponsorship, announcing that it will be the Official Logistics Partner for the tournament. And to celebrate Grant Fox let rip with a good nudge off the Skytower, which they're claiming is the world's tallest known kick off. It's only 200m high. Someone Mark Ellis because it seems like an easily achievable record.

The only thing people actually seem to care about, how much the sponsorship cost, was, of course, not announced, although Sportspromedia.com estimated it to be similar to the other RWC sponsorships at around US$4.5 million. Unlike the other sponsors, however, it said DHL will be "providing significant additional value to the deal by heavily servicing the tournament".

DHL will be responsible for ticket distribution (tickets for individual games go on sale tomorrow), as well as express shipments and international and domestic freight movements, including the delivery of competing teams' equipment. Come September 2011, 20 teams will travel to New Zealand, bringing a combined 76 tonnes of baggage and equipment and an average of four tonnes of baggage and equipment each. Thankfully, ruthless German efficiency means it will be absolutely no problem.

Bernard Lapasset, chairman of Rugby World Cup Limited, swapped out DHL for the last RWC sponsor and said exactly what he said last time: "We are delighted to announce that DHL has joined the family of Worldwide Partners supporting Rugby World Cup 2011. The appointment of a globally renowned brand and a world leader in the logistics industry further underscores Rugby World Cup's considerable global prestige and appeal."

Big departure, Big arrival

After six years and heaps of great work, Big’s deputy creative director and copywriter Isaac Thackray has farewelled the agency.

“There is no one like Isaac on this earth. We’ll miss him and his unique talents,” says creative director Joe Holden. Once again, the lure of the freelance world has claimed another full-time victim, with Thackray now spending time with new daughter Alice and partner Kim in between freelance gigs (you can get him on 021 545 712).

And to fill the gap, Margaret Manson (no relation to Marilyn) will be starting as a copywriter. Hailing from San Francisco, Manson spent the last couple of years at Philadelphia branding agency, Finch Brands, transforming global brands like Everlast and Uniball.

“We are extremely lucky to get her. She brings a lot to the agency, including some brilliant social media experience,” says Holden.

Going to the chapel

DDB has brought two rather disparate worlds together for its latest Instant Kiwi campaign: public transport and renaissance art.

To celebrate the launch of the new 'When in Rome' ticket, a small slice of Italy was brought to Auckland when the Sistine Chapel was installed on the ceilings of buses throughout the city, really rubbing in the fact that the commuters were on a bus in the rain in Auckland and not in Rome.

Image conscious

Entries for the New Zealand Geographic photographer of the year competition close on Tuesday 21 September, so if you haven’t already submitted your photos (maximum of five) for judging in the awards, get in there now.

There are three categories in the 2010 awards (Wildlife sponsored by Lowepro, Landscape sponsored by BioPaints and Society and Culture sponsored by Auckland Airport), each offering $1000 in cash and other prizes.

The New Zealand Geographic Young Photographer of the Year sponsored by Getty Images will be awarded $1000 cash and mentoring and coaching as part of the New Zealand Geographic Trust Young Guns programme (entrants under 21 years on 30 September are eligible).

The overall New Zealand Geographic Photographer of the Year 2010 sponsored by Nikon will win $2000 cash and be offered a creative contract with Getty Images. They will also be offered a berth as a New Zealand Geographic photographer on board Heritage Expeditions’ trip to the subantarctic islands in January 2011.

Entry into the awards is free and copyright remains with the photographer. For more details visit www.nzgeographic.co.nz/photocomp

Oh Manz

Pauline Hanton announced her resignation from Adshel a few weeks ago. And she has also officially stepped down as chair of the Outdoor Media Association of New Zealand (OMANZ).

“I’m disappointed I won’t be seeing out the full tenure of my OMANZ chair role. However, while I’ve been heavily involved in overseeing the future direction and objectives of OMANZ, the members are completely committed to the vision we have and are focused on continuing to raise awareness of the benefits that Out Of Home media can provide advertisers. It’s been really heartening to see the key Out Of Home media operators put their individual business requirements to the side, come to the table and cohesively work together to raise the profile of the industry, and I know that will continue going forward.”

A new chair will be elected in October. Otherwise, it’s business as usual for OMANZ, with new brand positioning, including new logo and website, in development and scheduled to be rolled out over the coming months.

Tour de force

Recent New Zealand research conducted by Big Picture on Surf's 'Twilight Sensations' long-running TV campaign has proved that cinema provides the perfect complement to TV advertising.

There was an uplift across all key measures with particular success in increasing intention and consideration to purchase, with advertising awareness 42 percent higher amongst those with the opportunity of seeing the ad on both the Cinema and TV. And the Cinema and TV group recalled more detail from the ad.

Those recalling the ad on Cinema and TV captured the key strategy message of new fragrances and nicer smelling at a much higher rate than the TV only group, 49 percent vs 21 percent. And women who saw the ad on Cinema and TV were twice as likely to buy Surf’s new range than those seeing the ad on TV only.

Check out the whole study here.

Advertising advertising

The EFFIE finalists were announced last week, with Colenso, DraftFCB and Barnes, Catmur & Friends on top. And now the tickets are on sale. Get em here.

Roped in

In July, Reachmedia launched Lasoo, a pre-shopping research tool designed to help shoppers save time and make informed decisions, while giving retailers extended reach for their catalogues.

The site currently gives Kiwi shoppers access to catalogues from some of New Zealand’s biggest retailers such as The Warehouse, Farmers, Paperplus, Bunnings, Office Products Depot, as well as Nosh. And David Nation, general manager of sales and marketing for Lasoo, says it's talking to new retailers to get more catalogues on the site before Christmas.

All the talk at present is about the power of online retailing. It's perfect for some sectors. But the shop floor is still an important realm for many shoppers. A recent Monash University study showed that consumers commonly use more than two points of contact with a retailer, with the most common sources of information for shoppers being online search, the retailer’s website, the physical store, consumer review websites, print catalogue, online catalogues and then social networking sites.

Lasoo aims to integrate these research methods into one place and then direct consumers in-store. And to help make that process easier, it has also launched an iPad and iPhone application, which allows shoppers to search, sort and select to find the best deals on the fly.

“The applications will help transform mobile devices into personal shop assistants, giving tech-savvy shoppers a wealth of information, saving time and money," says Nation.

And here are a couple of entertaining TVCs made by .99 for the consumer campaign.

Youtube Video

Youtube Video

Wrap it up

The intermediary judges of the ʻI Wrapped it My Wayʼ promotion (The Pond, ProDesign, GEON, BJBall, MINI and BKA Interactive) have whittled their way through a large selection of entries and settled upon six grand finalists.

The six winners are now waiting online for seals of approval. So go to iwrappeditmyway.co.nz and tick the box of the one you like most. Voting closes 17 September.

The winning design will be wrapped (literally) and unveiled at a special event at the new MINI Garage in Ponsonby (despite claims about MINI giving up on car yards, the MINI garage looks remarkably like a big car yard). The winning designer will then drive around in said automobile for four months (or longer if they decide to go all Came a Hot Friday on it and disappear to Invercargill).

Being Ian

Kudos to AWARD for the weirdest, most intriguing call for entries campaign StopPress is yet to lay eyes on. This time, he very reluctantly gets a spray tan and you can check out some of his previous adventures, like ear piercing, dancing and personal training.

"Each week he is getting closer to having a good night, a successful night," says the strange foreign, possibly Swedish, voice. "What about you? Is your work ready for AWARD?"

Entries close September 29.

Championing champions

The Sustainable Business Network (SBN) is offering two new categories for their annual awards this year that celebrate New Zealand’s social entrepreneurs and sustainability champions.

“Social entrepreneuers see unmet social needs, and do something about them," says Justine Munro from the Centre for Social Innovation. "Solutions that emerge from within an affected community are more effective than top down approaches.”

SBN chief executive Rachel Brown feels the new categories are vital in encouraging businesses to build a sustainable mindset.

“Sustainability Champions are those key motivators and positive change agents within Kiwi businesses, and they’re so often unsung heroes. This award is a great opportunity to start singing."

Entries are also open for the annual Sustainable Design and Innovation Awards which seek to find the cream of New Zealand's creative talent.

Entry to the two new awards is free and open to anyone in New Zealand. Finalists will be chosen by a judging panel of sustainability experts and automatically entered into the NZI National Sustainable Business Network Awards which will be held on 28 October in Auckland.

Digging deeper

The Economist recently experienced year-on-year growth of three percent in Asia and 1.8 percent globally. And to help bump that figure up even further it has launched a pretty cool new brand campaign in Asia, targeting “Gen Why” – men and women who actively seek deeper knowledge and who are interested in the world.

The campaign out of Clemenger BBDO in Melbourne encourages viewers to question, expand and evolve their own perspective through a series of images that progressively reveal a deeper insight on the world. As the viewer interacts with these on-line banners they are able to see more of the image and the full picture of the story is revealed. Speaking of Clemenger, but slightly closer to home, the new egg-based Right Car campaign from Clemenger BBDO tickles a a few fancies. And so does this IBM print campaign.

Rock the boat

The printing industry is often lambasted for its use of trees. But there is another option. And it comes from ground-up quarry waste and resin.

Rockstock is the name given to the new Taiwanese-made paper being launched in New Zealand by its New Zealand agents, long time printing specialist Alan Good and environmentalist Rob Fenwick. Spicers have been appointed the Rockstock distributors in New Zealand.

"Not only does the new product boast outstanding environmental advantages, it prints beautifully, it's waterproof and tear proof and costs roughly the same as a quality coated wood-fibre paper."

Most spoken to about the new paper say it is actually quite a lot more expensive than the wood pulp equivalent and requires special inks that take a lot longer to dry, which does change the production process. But Good says local purchasers so far include a major bank seeking to reinforce its sustainability credentials and a food packaging brand capitalising on the printing quality and waterproofing values.

“In established markets, end-users include anyone who wants to use a really versatile, great looking paper," Good says. "In New Zealand, where the product is very new, customers tend to be businesses with strong environmental and sustainability standards and seeking to reduce their carbon footprint."

Smokin'

Youtube Video

And finally, Simon Pound takes a look at the Smokefree Rockquest and how efficient it has been as a branding vehicle for Smokefree and new young talent (he's also involved in the making of a telly show about the young artists that will be shown on C4).

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