Mighty River Power on the block, campaign no longer elusive - UPDATED

  • Marketing
  • March 5, 2013
  • Sim Ahmed
Mighty River Power on the block, campaign no longer elusive - UPDATED

Following months of delays and legal wrangling, the Supreme Court approved the sale of 49 percent of Mighty River Power last week. To get Kiwis at the front of the line, a million-ish dollar ad campaign is set to launch today across print, online, and television to coax Ma and Pa New Zealanders into investing a minimum of $1,000 into the state-owned utility company.

Below are TVCs for the campaign showing beautiful steamy clips of hydroelectric stations, uploaded by Chris Keall over at The NBR. 

Update: Finance Minister Bill English's office says the three-week pre-registration ad campaign (run by Clemenger BBDO) is expected to cost between $1.1 million and $1.4 million, updated from the $1.1 million figure given to media yesterday.

The initial campaign targeting small investors lasts until 22 March, after which the focus will shift to more sophisticated investors.

A region locked website only accessible inside of New Zealand is taking pre-registrations for the shares offer today, alongside a toll-free number for the less digitally-inclined (0800 90 30 90). The website launched at 10am this morning, although the details for its URL remained a mystery until that time, which is strange given all the time everyone had to prepare for lift-off. 

Forsyth Barr, one of the government's retail syndicate members, has tapped the Goog to promote its wares, however.   

Clemenger BBDO and Senate Communications won the expression of interest to manage the ad and comms side of the sale last year, beating out a list of 21 other submissions. 

StopPress has contacted Bill English, Tony Ryall, Clemenger BBDO, Senate Communications for further information on what the ad campaign entails. And we will update the story when we hear back. 

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