Unitec has pushed the educational marketing envelope over the past couple of years with some novel and risky campaigns and helped change the perception of the institute among potential students—and their parents. And Jeanette Paine, the executive director of marketing and communications, was rewarded for her efforts after being named as a finalist in the TVNZ-NZ Marketing marketer of the year award. Here's her take on 2012.
1) Favourite campaign that isn’t yours
http://www.youtube.com/watch?v=nt4rdfbMSvcWestpac’s 'Start Asking'. After the hype of BNZ’s indulgent Money is Good/Bad teaser ads, it was great to see a bank take a more relatable and subtle approach to get us to think about the big issues surrounding our finances. Earthquake response pop up bank outlets and the new flagship Queen St beach store also impressed.
2) Favourite campaign that is yours
http://www.youtube.com/watch?v=-3zVShQP6VkWe had two to choose from: completing the year long journey with our doco-style 'Change Starts Here' campaign following three of our students and watching the plethora of creative responses in the market with a similar reality style. And 'We make the people who make it' featuring our trades and construction grads, Auckland’s urban backdrop and uber cool Loui the Zu sound track. It continues to push boundaries in the education marketing sector.
3) Least favourite campaign
http://www.youtube.com/watch?v=NBTcNMwmm2EState Insurance ‘Ain’t nothing going to break my stride’. Reliving an unfortunate '80s song while watching bad things happen to singing customers and chickens? Just plain silly for such a serious business.
4) Best brand
Whittaker's. The choc that innovates. For my 21st birthday present I got taken on tour of their Petone factory. And since then they can do no wrong for me.
5) Best stoush
Mark Sainsbury and TVNZ. Just can’t wait for that Woman’s Weekly cover story tell all.
Reggie—the mouse from The Ridges. A great loss to the entertainment industry.
Sally and Jaime Ridge: rodent killers.
8) Most memorable marketing moment
Olympic superstar Usain Bolt’s lightning visit to New Zealand for Gatorade’s relaunch. Apparently all down to a bright Frucor marketer who spotted a gap in his diary and saw a golden opportunity. Four events in six hours and a mass of PR.
9) A few predictions for 2013
We’ll start to see the merger of IT and HR with marketing; online and social will lead the creative process; the big conversations will take place on small devices; there will be a return of the suit who speaks ‘client’ and does lunch; and Lotto’s Wilson the dog will have puppies or get run over.