She's a beast: Pine Tree shacks up with SsangYong

  • Advertising
  • March 23, 2012
  • Ben Fahy
She's a beast: Pine Tree shacks up with SsangYong

Youtube Video

Youtube Video

Korean carmaker SsangYong had 300 percent growth in New Zealand last year. And it's confident that signing up one of New Zealand's great hardmen, Colin Meads, as the face of its new Actyon Sports Ute will help maintain that level of growth in 2012. A nationwide television and radio advertising campaign featuring Sir Colin driving the new ute, which sports the number plate Pine T, through farmland, kicked off last week. Of course, as most ad folk know, rugby players aren't renowned as being good actors, which can often make for some fairly wooden performances. And Colin Meads, who also fronts ads for Silberhorn, is no exception. But, according to SsangYong’s NZ’s general manager Deon Cooper, the campaign, which was created by an inhouse team and a few contractors, has been received very well so far and they're struggling to keep up with demand.

"Our SUV’s and Utilities are tough, reliable and great value and with Sir Colin on board we are confident we can show Kiwis that SsangYong is a brand they can trust and that we’re here to stay," says Cooper. "It is exciting times for SsangYong and already sales are taking off after the launch."

He says motoring journalists writing about the campaign can't believe no-one has thought of getting Meads on board to endorse a ute before.

Meads, who is friends with the owner of the Kiwi importer headquartered in Taupo, now gets to drive an Actyon Sports SPR 4WD and, as part of the deal, SsangYong had to agree to support grassroots rugby in New Zealand and in particular King Country Rugby Union.

"This partnership is a great way for me to give back to something that is really important to me," he says. "This is what I am passionate about. King Country Rugby Union has been a great support to my family and I throughout my rugby career."

SsangYong NZ also recently took on a three year sponsorship with the Contact Lake Taupo Cycle Challenge.

Price is obviously a big driver and Cooper says the vehicles cost thousands less than its competitors. The Herald points out the new Ford Ranger XLT auto that is similar to the SPR costs almost $13,000 more and the 2WD Actyon Sports is $7000 less than its cheapest nearest equivalent, a Hilux.

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Helping national brands get local: the Brand Machine story
Sponsored content

Helping national brands get local: the Brand Machine story

During his career in advertising, Andrew Mitchell saw rst-hand how challenging it was for brands with multiple locations to produce quality local marketing across their network. So, he set about starting his own company to solve the problem. Five years on, Brand Machine’s Marketing Hub solution is automating local marketing for brands around the globe.

Next page
Results for

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2018 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.


Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit