Every year, StopPress asks players in the local industry for their reflections on the marketing year that was. Here's what Lyndsey Francis, general manager of content at TVNZ, has to say.
1. Favourite local campaign that isn't yours
It has to be Lotto’s 'Imagine' platform. The campaign has built on the feel-good Pirate brand TVC with 'Mum’s Wish', which is a lovely piece of storytelling that genuinely took me by surprise.
- Check out our picks of the year here.
2. Favourite campaign that is yours
So much work this year that I am proud of…can I have two? I’ll start with a campaign from our marketing team – you’ve got to love the guinea pigs and First Dates. Quirky, fun and brilliantly voiced, I think Holly and Luke are destined for greatness. From the commercial team, the way we’ve worked with ATEED, their agencies and Robyn Malcom on 'More to Explore' has produced enduring creative that really showcases the beauty spots around Auckland and makes me want to get out there and experience it all.
3. Favourite international campaign
I am a sucker for a Christmas ad. I still think John Lewis does it best with the most original and imaginative stories executed excellently year after year. I can’t resist 'Buster the Dog' and after showing it just once to my daughter, she wrote about it at school. I can’t say that about many other ads. If I was to go less obvious, I think the Maltesers campaign around the Paralympics in the UK did a brilliant job.
4. Least favourite campaign
Sorry…I have to turn over the radio station when the Carlsberg ad comes on. It's too long, laboured, dull and frankly poorly programmed.
5. Your own biggest success
We launched OD Shorts at the end of last year and are starting to see real traction from viewers, with TVNZ OnDemand now the destination for viewers to see local web series. One of the best has been Short and Wide—a short form sports banter show where we have an extensive collaboration with Fresh-Up that has also lead to bigger live TV event project for the early new year.
6. Most significant launch/innovation/thing of the year
Hatchimals – the scarcity strategy they put in place has meant kids and parents are attempting to track them down at all costs. I don't get it but kids all want them.
7. What should be un-invented?
YouTube tween vloggers.
8. Lamest trend
I’m starting to be a bit over beards.
9. Best brands
Air New Zealand – what’s not to love about that coffee app? LEGO are just getting better and better at extending their brand into experiences and content, and Z Energy are yet again at the top of the list.
10. Best stoush
Now I’ve looked up what a stoush is – the obvious one is Clinton vs. Trump but I have to give a nod to Dildo-gate. Quality insults all round.
Robbie Nicol, aka, White Man Behind a Desk is my current hero – our local John Oliver demystifying local issues. At a grander scale, Bob Dylan officially became a hero this year. Extraordinary achievement to win a Nobel Prize.
The Bachelor’s Jordan Mauger.
13. What died in 2016?
Some of the music – Bowie, Prince, Leonard Cohen; legends.
14. What’s the biggest mistake marketers will make in 2017?
Think short term.
15. Will the robots become sentient and kill us all (asking for a friend)?
Hmmmm, well we now have chatbots – maybe not sentient but AI enabled automated conversational tech to get to consumers in the world of ‘dark social,’ so yes, potentially.