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.
Marketing, advertising & media intelligence
Powershop has ruffled a few feathers once again with an ad by Doublefish playing on the Greek crisis to promote its referral scheme for existing customers, but its flagrant use of advertising seems to be working as though its CEO admits the market is tough he says Powershop is holding its own.
In its 2015 flu campaign, the Health Promotion Agency has visualised the flu as a blue dust-like substance that floats in the air and moves from person to person.
We see them everyday. These strange, hyper-real, ultra-bright, excessively cheesy stock images. They hardly penetrate the consciousness anymore, but with a bit of tweaking and some superior photo-shopping skills, the stock photos used to promote Vince Vaughn’s new film Unfinished Business do.
Auckland Museum has launched a weekly Twitter game to engage its followers and educate people about its collections, and Te Papa, Waikato Museum and The Nelson Provincial Museum are getting involved too.
For those of you who have longed to put yourselves in the shoes of a criminal defence lawyer, now you can, in the digital world at least. TV2 has launched a new campaign in the form of an online game to promote its show How to Get Away with Murder, through the release of a murder mystery game that casts the player as part of a criminal defence team fighting to clear a client's name.
Right in time for the gambling rush that annually coincides with the Melbourne Cup, TAB has launched a new campaign via Sugar & Partners that features a group of friends seated on a flying rollercoaster. And while this might sound like an aptly terrifying metaphor to accompany the ups and downs of gambling, the characters depicted in the 45-second ad seem to enjoy the trackless journey through the sky.
Spark is on a mission to win over the Kiwi masses by offering deals that match the changing habits of its audiences. This started with the telco giving its subscribers access to Spotify Premium, and it is now being continued with a new offer, dubbed Socialiser, that gives social media consumers one gig of free data per month to use via the Twitter and Facebook apps.
On Sunday night, MediaWorks unveiled the four couples that will gain palm calluses, lose sleep and drink copious cups of Wild Bean Coffee during the third season of The Block NZ. And given the solid ratings the show attracted in previous seasons, MediaWorks has given the latest edition a strong promotional push across its entire offering. Here's a breakdown of how the broadcaster aims to hold onto its stong fan base. PLUS: find out which brands are partnering with MediaWorks for this season.
At its essence, on-site marketing is about getting a message in front of consumers at a time when they are most susceptible to purchase. And while this might seem simple enough, Chris Coffey, the founder of the In Group, explains there’s a little more to it.
Following on from last year's elaborate faux real estate campaign for Agent Anna's first season, TVNZ's in-house agency Blacksand has again tapped into the fake reality theme for the promotion of the dramedy's second season. Shot in an actual rental home, the stunt features Robyn Malcolm in character as klutzy Anna Kingston showing real visitors—and potential tenants—around a home, which has been set up with a variety of booby traps that result in some awkward interactions.
At a time when Big Wednesday was becoming the reason sales targets across the business were not being met, the New Zealand Lotteries team went back to the drawing board to try something new. And what they did was re-work the Big Wednesday marketing approach to focus on what players really wanted to hear about: the jackpot.
The lucky few travellers who were at Auckland airport this morning became the first people in the world to see Peter Jackson’s take on the dragon Smaug, which has been emblazoned across a Boeing 777-300. The 54-metre rendering of the creature, which was designed by Weta Digital, gives Kiwis a taste of what they can look forward to when The Hobbit: the Desolation of Smaug is released in cinemas on 13 December. But this wasn't the only Hobbit-themed campaign to appear yesterday. Tourism New Zealand also unveiled the 'Book of New Zealand,' a giant pop-up book that showcases four of the film's filming locations.
Moving away from their standard, clean-shaven pastry visages, Pie Face has added a cartoonish moustache to their pies in an effort to help raise funds for men with health issues.
New Zealand band The Naked and Famous uses Reddit to promote new live concert film. What started as a promotion quickly grew into a question and answer session with fans and newcomers alike.