Monthly Archives: September, 2011

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Creative juices squeezed with nzherald.co.nz’s crowd-sourced rugby dictionary
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As you may have noticed, there are a host of rugby-themed promotions and, for the sponsors, RWC ticket giveaways being offered at the moment. And nzherald.co.nz and M&C Saatchi have come up with a good’un by asking Kiwis to send in their best rugby-related words or phrases, along with their definitions. And, thanks to official sponsor ANZ, the best ‘rugbyism’ added at rugbydictionary.co.nz and then voted for by the people will get tickets to the final. But wait, there’s more. There’s an extra special treat on offer for all you creative boffins in adland. 

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RSVP & Nexus Awards opens for 2011 business
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The call for entries for the 2011 RSVP and Nexus Awards has been put out. So marketing gurus are once again being encouraged to showcase shining examples of the campaigns and projects they’ve created that stimulate a conversation, ask for a response, prompt some deeper brand involvement and lead to a sale, lead or other measurable change in behaviour. 

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Hell and BC&F add unique Asian flavour to menu
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If you like The Onion’s hilarious horoscopes or the many varieties of alternative fortune cookies, then you’ll probably also like Barnes, Catmur & Friends new Mis-Fortune Cookies for Hell Pizza, which offer a slightly different take on the typically positive messages usually found inside the traditional Chinese versions and are being sold in all 66 stores around the country. 

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Public Sector Marketing Award: Ministry of Health, The Journal
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The first three years of the Ministry of Health’s National Depression Initiative campaign led to significant increases in people’s willingness to seek help and help others with depression, with the John Kirwan ads encouraging patients, and particularly men, to speak more openly to their doctor about mental health issues. And the next phase of the campaign aimed to convert awareness into action and motivate people to help themselves. Enter The Journal, an interactive, pragmatic, self-management e-therapy programme accessed through www.depression.org.nz that was focused on mentoring people with mild to moderate depression. 

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BOTAB: in pictures
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The crowd was blasted into submission by an array of powerful riffs, extreme hip gyration and unparalled musical virtuosity last week at the Battle of the Ad Bands, which was eventually won by TBWA\’s talented three-piece Virgin Galactic. Sadly, it was too loud and awesome for our so-called ‘smartphone’ to effectively record the live action, but we’ve got the next best thing: gig photos, thanks to photographer Dallas Pickering.

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Paper trail: Purex exploits patriotic provenance with thinly veiled Cottonsoft jab
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In what could be seen as the toilet-centric equivalent of the Whittakers response to Cadbury’s palm oil PR debacle, Purex and Colenso BBDO have taken the opportunity to give unnamed competitors (read: Cottonsoft, which was recently accused by Greenpeace of using unsustainably harvested rainforest wood in its toilet paper but hit back at the claims saying they were wrong), a taste of comparative medicine by openly discussing its provenance in this new TVC. 

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Jingles, tingles and… Stickman
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Who’s it for: Fresh ‘n Fruity by Colenso BBDO and Robber’s Dog

Why we like it: Perhaps inspired by the stirring renditions of classic advertising tunes at BOTAB last week, Fresh ‘n Fruity and Colenso decided to take it old school and enlisted the help of …

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WTF? Grabseat goes in pursuit of fun gluttony with new promo
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Grabaseat is known for its slightly risque promotions, such as last year’s Cougar Army at the NZI Sevens, and, with the arrival of Rico on the scene, the naughty child’s sense of marketing humour even seems to have rubbed off on its more staid parent Air New Zealand. Grabaseat has continued that trend for yet another pseudo RWC campaign called the World Trophy of Fun. 

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Critique art, win tickets to Artworks—COMP CLOSED
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A steady diet of rugby is expected for the next few weeks, but it’s important to get a regular dose of culture as well so we don’t all turn into Colin Meads. And where better to do that than Artworks, an exhibition where more than 100 New Zealand artists will be on show at St Mathew in the City, including the unique ‘Treasures’ collection, an assortment of never seen before drawings and sketches from renowned New Zealand artists including Dick Frizzell, Bill Hammond, Dame Louise Henderson and Max Gimblett. We’ve got six double passes (tix valued at $20 each) to give away and all you have to do is give us your best impression of a chinstroking art critic and come up with a ridiculous critique of one of these paintings. 

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Dow Design rebrands Stafix, no bull
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The agri-technology sector doesn’t ordinarily conjure up associations of top brand design, but Dow Design is feeling pretty chuffed with its efforts to rebrand argi-technology brand, Stafix. It’s out with the bright yellow lettering on a green background of old and in with a simpler green on white look that creates “in-store standout”. And, following research into what farmers deem to be a universal symbol of power and strength, apparently you can’t go past  ‘High Noon’ the red Angus bull.

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Pleasures of the flesh: Silver Fern farms flies NZ’s meaty flag in front of visiting diners
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During the Rugby World Cup, close to 100,000 visitors are expected to grace our shores and, if the throng of diners at the new Wynyard Quarter is any guide, they’ll be spending plenty of time and money sampling our food and beverages inbetween games. It’s a great opportunity to show tourists what we can do and, as part of its in-restaurant marketing push, Fly the Flag, Silver Fern Farms and Bidvest are doing everything they can to get Kiwi meat into visitor’s gullets by supplying New Zealand grown lamb, venison and beef to 138 leading restaurants around the country, including Logan Brown and Pravda in Wellington, the Hilton in Auckland and Tatler and Millbrook in Queenstown.

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Colmar Brunton Most Authentic Brand: Frucor and V
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In 2010, Frucor’s ‘crown jewel’ V, which clocks up sales of $250 million in Australasia, was becoming a victim of its own success. It had been very effective in growing consumption with existing customers, but as it already had 55 percent of the traditional energy drink market …

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All Blacks? Pffff, KFC supports Mountain Dew
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In what appears to be yet another instalment of Attack of the RWC Loopholes, we received a rather excited email the other day with a photo of the newly repainted KFC Balmoral in Auckland that showed what they thought was evidence of KFC supporting the All Blacks. And while this would be the logical conclusion to jump to, the official line is that it has nothing at all to do with rugby. It’s simply to promote a new variety of Mountain Dew called Pitch Black. 

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BC&F and Subaru pull out winning winter warmer
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The cold snap in August that brought snow to much of the country—and brought many Aucklanders to the office windows as the first snow fell in the city for 72 years—proved a perfect topical foil for creatives. And two of them were acknowledged in the August round of the NAB’s Newspaper Ad of the Month, with Barnes, Catmur & Friends’ ‘Road Open’ ad for Subaru winning top spot and DDB’s Powerball ad receiving an Honourable Mention.

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When a child is born (on TV)
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Child birth can be a brutal, primal and rather harrowing experience, especially for the men. But it’s also beautiful. And, for the first time in Australia, an ad for newly rebranded fertility clinic Genea that was shot by Kiwi director Zia Mandviwalla from Curious Film and features an original score by composer Don McGlashan, has shown a real birth as part of a commercial. 

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On location: Heineken launches RWC app
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When it comes to making successful branded apps, there are generally two rules: either make it useful or give it some novelty value. And, if possible, combine elements of both. And Heineken and &some have done just that with a new smartphone app that shows locals and visitors where to find official RWC bars, as well as their mates, their rivals, a taxi home and, if they’re lucky, even some tickets to the final. 

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Mailshop Business Marketing Award: Marine Industrial Design
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Marine Industrial Design, a specialist naval architecture and marine engineering firm, was established in 1996, and, like many small businesses in New Zealand, it focused on the nuts and bolts—literally—rather than marketing. New business was won almost solely through word of mouth and via a relatively limited circle of industry contacts. But in late 2009 MID was purchased by Babcock Fitzroy and new goals and strategies were put in place in order to establish itself as New Zealand’s elite operator, one of Australasia’s premier suppliers in marine engineering and design consulting and a leading regional player in South East Asia and the Pacific.

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Sad farewells and welcome additions…
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…as the industry says goodbye to Brian Milnes, MediaWorks finds its PR man, ASB’s Deborah Simpson creates a new future, Radio New Zealand finds a voice of the Pacific, and Terabyte Interactive helps out the Aussies. 

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Kathmandu treks the rebrand trail
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If you’re the outdoorsy, travel-type, any day now you should start noticing some changes at clothing and equipment retail chain Kathmandu. Over the past year the folks at Strategy Advertising and Design have been working on a re-brand for the company, after Kathmandu asked it to help deliver its brand forward. Gone is the green, yellow and red-framed logo with numerous peaks underneath. The multi-coloured arrangement of the past has been replaced with a block-lettered white logo featuring two small mountain-like shapes on top.

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Engin Celikbas of Kesselskramer discusses the agency’s more unusual approach to advertising
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Designing furniture, creating photography books and making documentaries about the world’s worst football teams. Not the most obvious definition of a communications agency but for Engin Celikbas, a former DDB international and now partner of Amsterdam start-up agency Kesselskramer, it’s all about tapping into the wide depth of talent within the company and experimenting. Celikbas recently made an appearance at We Can Create and in this video interview, he tells us why he admires Steinlager and Droga 5, shares his thoughts on Telecom’s failed All Blacks campaign, and explains how the agency managed to position the Hans Brinker Budget Hotel as the world’s worst hotel that has been “proudly disappointing travellers for forty years”. The hotel has never been so full. 

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Hotfoot Consumer Marketing Award: Air New Zealand
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At the beginning of 2007, Air New Zealand identified that to remain competitive and continue to build revenue and value it had to escape the ordinary and take a leadership position by creating a best-in-class long haul experience—and not just for the front of the plane, for everyone on the plane. Not only that, it also aimed to provide a story of Air New Zealand’s—and New Zealand’s—innovation to the world, build international talkability around the brand and give it a two-year leap on the competition.

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When two become one: Ogilvy’s clever car crash campaign
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Intersections are dangerous places (and, with news that the give way rule is going to be changed next year, they could soon become even more dangerous). So to reinforce that message Ogilvy created a billboard campaign for Road Safe Hawke’s Bay placed at major intersections in the region that features new—and entirely unwanted—car brands Nissbaru, Toyazda and Volksubishi.  

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