Survey shows Telecom's turtle-based marketing hitting the spot

  • Advertising
  • September 6, 2012
  • StopPress Team
Survey shows Telecom's turtle-based marketing hitting the spot

Judging by the opinions we've heard from industry chinstrokers about Telecom and Saatchi & Saatchi's new Tommy & Boris campaign, you're either in the 'awwwwww, turtles and a cute kid' camp, or the 'pfffff, turtles and a cute kid?' camp. But who cares what they think, because the hoi polloi are quite taken with the new duo and it was voted the country’s favourite advertisement in August in an online Colmar Brunton poll of 1000 Kiwis

http://www.youtube.com/watch?v=7_F0KUB0puoAccording to Colmar Brunton, Telecom's ‘Meet Tommy and Boris’ ad took out the number one spot because consumers had clearly fallen for Tommy in a “big way”. 

“The ads show all of the amazing possibilities that technology enables through the excited eyes of a child, who in turn shares it with his pet turtle and new best friend, Boris," says Telecom’s chief marketing officer, Jason Paris. "It’s great that New Zealanders found our first ad so engaging. Since then we’ve screened two others with more planned over the coming months.” 

http://www.youtube.com/watch?v=0N4bwMR2-ew

http://www.youtube.com/watch?v=NBTcNMwmm2E

http://www.youtube.com/watch?v=eE4B_nZwgNEThe very well-liked Mastercard All Blacks ad, which has received almost universally positive comments on YouTube, took second spot, State's musical epic took third and, perhaps surprisingly for many in the industry, Countdown's The Colemans claimed fourth spot. 

Lotto's Wilson campaign is still doing the business in fifth and Vodafone's new Do Your Thing Better brand ad was down in eighth, but in the battle of the YouTube view counts with its telco competitor it's the clear winner, clocking up almost 200,000 views compared to Telecom's 19,000. But it will struggle to best Wilson, which has over 1.3 million views on the StopPress channel and many hundreds of thousands more. 

Top Ten for August:


1. Telecom (Meet Tommy and Boris)

2. Mastercard (Getting tight on tour with the All Blacks)

3. State (Ain't Nothing Gonna Break My Stride)

4. Countdown (Colemans)

5. Lotto (Wilson)

6. Genesis (Pukeko/Hope)

7. Instant Kiwi (Garage Sale)

8. Vodafone Boy (Do your thing better)

9. NZTA (Legend)

10. Pak 'n' Save

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