This week New World, Arnott's, Briscoes and Kiwiplates show us how it's done.
Marketing, advertising & media intelligence
It’s not Christmas until New World’s heart-warming Noel character makes an appearance, and this year he’s back to confuse more children, and even the police, in a madcap journey by 99.
Running around the house and backyard in search for chocolate eggs has long been the definition of Easter. Now, New World and 99 have given the popular past-time a modern day twist by putting it into an augmented reality game.
September proved to be the month of storytelling, with many high quality adverts on our screens and Colmar Brunton finding the New Zealand public unable to pick a favourite out of New World’s ‘Little Garden’ and Bay Audiology’s ‘Hearing check’. In the end, the consumer research firm succumbed and gave both adverts September Ad Impact Awards.
New World has released the next installment of its Happier New Zealand campaign in which it ponders what the country would look like if it was happier in the hopes of improving its rank as eighth happiest nation in the world.
Building loyalty: New World takes its programme nationwide while Countdown and AA Smartfuel join forces
Loyalty programmes are the latest brand experience to feel some disruption as brands collaborate or diversify. Elly Strang takes a look New World's roll out of a nationwide clubcard, and Countdown and AA Smartfuel's joint loyalty scheme.
2degrees has come out on top of Colmar Brunton's August Ad Impact Award for its ‘Where does your data disappear to’ TVC, via Special Group and The Sweet Shop, which gets creative to explain mobile data to consumers.
New World has released its latest collectible miniatures, but this time it’s not tiny plastic Nutri-Grain packets, cooking oil or Super Wine biscuits. Instead, it’s taken a more sustainable turn and has launched Little Garden, enabling kids to collect miniature seedling kits. We chat to GoodSense managing director Kath Dewar about New World’s decision to move away from plastic collectibles.
New Zealand is currently ranked as the eighth happiest nation in the world, coming in behind the likes of Denmark, Switzerland, Iceland, Norway, Finland, Canada and the Netherlands, according to the latest edition of the World Happiness Report. While certainly a strong showing for our small island nation, New World doesn't think it's good enough and has launched a new campaign via Colenso BBDO premised on making New Zealand the happiest nation in the world.
With the annual slam of Christmas commercial messaging hitting us from all sides, it comes as little surprise that 59 percent of Kiwis feel that Christmas has become too commercial. So are brands doing themselves a disservice by focusing on sales rather than more traditional Christmas messaging?
New World, NZME and Positively Wellington Tourism each nab a place on the podium this week.