On 17 November, Saatchi & Saatchi NZ and Coca Cola Amatil (NZ) launched Pump’s ‘grab life by the bottle’ TVC, which showcased a host of Kiwis having a good time with a Pump bottle in hand.
Each video clip in the 30-second TVC was filmed using an iPhone that had been mounted to a Pump bottle with a specially designed acrylic camera mount. The setup ensures that the camera is a consistent distance from the person drinking, and this makes it easier to capture quality footage for the purposes of an advertisement.
The TVC forms part of a broader campaign, which is designed to get Kiwis to send in their own videos for a follow-on commercial that will be aired in February next year.
In order to get their hands on the camera mount, interested Kiwis have to send their ideas to Pump via the 'grab life by the bottle' website. If the Pump team likes an idea, then they’ll hand the mount over to the chosen Kiwi, who will then film the suggested adventure.
The best entries will be placed on the Pump YouTube channel, and a few will be chosen to feature in the next commercial.
Nathan Cooper, creative director at Saatchi & Saatchi NZ, was quoted in a release saying, “There’s a growing interest in people filming themselves in dynamic contexts so they can let the world know what they are doing. Pump drinkers are ambitious, and always seeking new challenges. The Pump-Cam gives passionate drinkers a chance to show how with Pump, they’re up for anything.”
The widespread use of GoPro cameras in extreme sports when coupled with selfie culture has resulted in a generation of exhibitionists that like to showcase their talents. By tapping into this market through user-generated content, Saatchi & Saatchi NZ not only presents Pump as s hip part of pop culture but also creates a platform by which customers can engage with the brand.
In addition to the TVC and website, Saatchi & Saatchi NZ has also announced that the campaign will incorporate online videos, Facebook interaction, outdoor promotion and a summer-long radio spot.
Agency: Saatchi & Saatchi New Zealand
Client: Coca-Cola Amatil NZ Ltd – Wendy Rayner, Angela Broad, Sarah De La Mare
Executive Creative Director: Antonio Navas
Creative Director: Nathan Cooper
Creative Team: Emily Drake, Sarah Litwin-Schmid
Agency Producer: Amy Hansen
Designers: Ross Davies, David Hunter
Print Producer: Paul Gibson
Developer: Mike McMillan
Digital Producer: Alexis Mousse
Business Director: Shelley Winsor
Account Director: Katja Green
Account Manager: Kylie Marsh
Account Executive: Anna Christison
Planner: Sarah Hodgetts, Murray Streets
Production Company: Sparks
Producer: Angela Sparks
Editor: Nathan Pickles
Music: Viva La Piano ‘Please Please’
Audio Post: Franklin Rd studios
Media planning and buying: Ikon – James Roberts, Benny Meredith, Peter McRae