The digital realm offers marketers a deep understanding of its customers. But it’s what you do with the understanding that counts. Theresa Clifford with her four principles of customer engagement in the digital age.
We’ve featured plenty of bank ads in recent weeks on StopPress. But this one’s a bit different. And while ANZ is doing it’s utmost to retain customers around the country after the National Bank announcement, it might not have to do quite as much in Ohakune to keep them loyal, as this cult-like classic shows.
Shopper marketing is very du jour at the moment. And, given the importance of the last stages of the purchase cycle, rightly so. But James Hurman thinks it works better when the strategic thinking is done inside the customer experience.
Kiwis enjoy a good vintage and we produce more than a few stellar wines ourselves – a message Running with Scissors is serving up as part of a new campaign for The People’s Wine.
As the face of the Student Volunteer Army in the wake of the Christchurch earthquakes, Sam Johnson was an obvious candidate for the title of Young New Zealander of the Year. And now he can add Communicator of the Year to that, with PRINZ honouring him at an event for senior PR pros last week.
Alt Group’s rebrand of the Auckland Art Gallery, Sons & Co’s website featuring disembodied limbs and Designworks’ slick packaging for Silver Fern Farms were among the major winners at the 2012 Best Design Awards, the Oscars of the New Zealand design world.
It’s a bit of a lolly scramble in bank land at the moment, and we mentioned a few of the overtures National Bank competitors received from competing banks last week. But Kiwibank and Ogilvy have turned on the Barry White, lit a few candles and, with a challenger brand twinkle it their eyes, set about wooing Kerre Woodham.
Radio listeners across the country have once again taken pen to paper to log their listening patterns as part of Research International’s Radio Audience Measurement Survey. And the latest results show that audience levels have remained much the same when compared with the same period last year, with MediaWorks radio claiming its first ever most listened to network title.
There’s been a lot of hype around the launch of the Shopping Channel this week, and there’s no question awareness of the channel was boosted significantly by the appearance of Eva Longoria. But by and large, unlike a certain online trading website that launched this week, the Shopping Channel’s debut seems to have gone relatively smoothly, and both ACP, which announced its partnership with the channel at a gala event on Wednesday night, and Ogilvy, have big plans for the brand.
If you just so happen to be sitting on a chair on top of your Persian rug with a power chord nearby, clearly you like living dangerously. Or maybe you just don’t know that your chair is in fact a four-legged assassin conspiring with the other objects in and around your house to cause your demise. So, in an effort to draw attention to the unsuspecting objects that are often implicit in home-related injury, DraftFCB launched ‘Fight the 5’, its campaign for ACC’s Home Safety Action Week.
With the relaunched New Zealand Herald now simmering along, APN is turning some of its attention to the imminent launch a new website that will be dedicated to all things food and cooking, called foodhub.co.nz. The digital offering will house APN’s new and archival recipe and food content, showcasing more than 6,000 recipes drawn from APN’s newspaper and magazine publications including the NZ Herald, its regional newspapers, and magazines including the New Zealand Woman’s Weekly and the New Zealand Listener.
Following on from some big changes at Droga5 recently, which said goodbye to its foundation client and one of its founding partners, creative partner Mike O’Sullivan has announced the departure of the brand from the New Zealand market after two and a bit years and the arrival of The Collective, a new creative venture with a central hub of five and a network of contractors to call upon.
We pointed them out a few weeks back when the Herald shrunk, and DraftFCB’s entertaining contextual ads—‘Magnifying Glass, Pirate and Shrink Ray’—for Pak ‘n’ Save to celebrate the paper’s new format have also impressed the judges of the September round of the Newspaper Ad of the Month awards.
GrabOne has come out as the first New Zealand company to integrate with Passbook, a new feature in iOS6 that enables the storage of coupons, loyalty cards, tickets and more on your iPhone. And the mobile wallet fun doesn’t stop there, because Westpac, Telecom and Auckland Transport have cranked up a trial.
Quite possibly the best cat poo-related ad ever made, you’re not scary when you’re hungry, it is better to give than receive, in praise of British cuisine, Guinness embraces the cloud, chairs are like Facebook, a slo-mo summer skate promo for Def, the modern approach to mind reading, Wonderbra gives people a creepy super-power, ‘human’ meat, women replaced with Ikea items, and Breaking Ned.
After 18 years together, AMI has said goodbye to DDB and shifted the business to Colenso, which works on fellow IAG-owned brands State and NZI.
Auckland and Wellington have recently prostrated themselves in front of their fellow countryfolk with campaigns aimed at luring more domestic visitors, a group that makes up around 60 percent of the total tourism take but often seems to be overlooked in favour of the glitzy foreigners. And Rotorua has followed suit by starting up a three-year, $2.25 million conversation called ‘Famously Rotorua’ that aims to get affluent northern urbanites to head past the Bombays for a bit of nature, culture and excitement.
As the digital TV switchover begins rolling out in New Zealand, the latest Canstar Blue survey on television viewing, ownership and purchasing habits has coughed up a bit of bad news for TV advertisers, with more than three-quarters of the 587 respondents saying they avoided watching ads and 31 percent recording TV and fast-forwarding through them.
There’s a lot of talk about ad agencies creating new, useful products, rather than just creating ads. And Contagion has tried to bring a bit of novelty value to the weed spraying market and add a bit of fun to a mundane weekend chore by creating a very literal version of a spray gun for Kiwicare’s Weed Weapon.
MediaWorks TV said goodbye to its director of sales Linda Farrelly earlier this year. And it’s found an able replacement in the form of Liz Fraser, up until recently the general manager of MSN NZ and chair of IAB NZ, who will take on the newly created role of director of sales and marketing.
200 of the industry’s brightest eyed and bushy tailed young things turned up to the Marvel Grill in the Wynyard Quarter last week to kick off the Young, Bright & Broke group’s inaugural event. And we’ve got the photos by Courtney Herbert to prove it.
New auction site Wheedle closed down yesterday—its second day of operation—after a slew of maintenance and security issues. But it isn’t completely throwing in the towel: managing director Carl Rees says the site will relaunch once they’re “totally satisfied that the site will provide the high level of experience we want our customers to enjoy”.
If you haven’t rocked the horns at CAANZ’s Battle of the Ad Bands yet, you should put it on your advertising-related bucket list. But if you can’t wait until next year, this year’s festivities were captured beautifully—and, for those in the film, probably embarrassingly—by the gang at Flying Fish.
The primary sector has played a massive role in propping up the New Zealand economy during this recessionary period and while farmers might not be tucking quite as much cash under their mattresses as they have been in recent years, they’re still very lucrative targets, as evidenced by the massive number of companies greasing up to them at Fieldays. And now Nielsen has released results of its inaugural Nielsen Rural Survey to show how they can best be reached.
Wellington, which fancies itself our arts and cultural capital, will no longer have to miss out on the creative love-fest that is Semi-Permanent.
Saatchi & Saatchi and Tui were bathed in inky glory—and a fair bit of cash—a few weeks back when their Valentine’s Day ad was named as the newspaper ad of the year. And that means the 2013 round is underway now, so if you’ve run a great press ad over July, August or September, all you need to do is email the ad you want included, along with publication date and name, and it’ll be included in the monthly judging.
Sealord, pretty much all the banks and Cirkus pass go, get $200 this week.
Ah The Glossies. How we’ve missed you. But you’ll be overjoyed to know we’ve saved the best for last with a bumper double edition to round out this year’s competition. So peruse the entries, marvel at their quality and cast your vote.
The Flight of the Conchords used the power of laughter in its charity music video to help raise funds for CureKids. But The New Zealand Breast Cancer Foundation’s 2012 Breast Cancer Action Month campaign, which features a new recording of Chris Knox’s iconic Kiwi ballad ‘Not Given Lightly’ and a music video starring famous and not-so-famous New Zealanders who want to remind the women they love to be vigilant and reduce their risk of breast cancer, is using the power of tears to get its message across.
Paul Catmur’s take on ‘Changing the world is the only fit work for a grown man’, an eyewitness account of the life and times of advertising visionary Howard Luck Gossage.