Apple does a stellar job of cementing brand loyalty through hardship and scarcity. Maybe other brands should take heed.
Monthly Archives: October, 2012
Last year Sealord and Greenpeace got into a bit of a stoush after the environmental group’s ‘Nice logo. Bad tuna’ campaign aimed to draw attention to what it believed was a seafood company “buying its tuna from fishing companies that are needlessly destroying marine life”. Sealord called it misleading in the extreme and got its lawyers involved. And it might have to give them another call, because following up from the company’s first ever brand campaign by Saatchi & Saatchi, Greenpeace has released a spoof ad that again takes aim at Sealord’s sustainable credentials.
The first season of The Block NZ was a huge success for MediaWorks. For the sponsors, however, it surpassed even their high expectations of what television can do.
TSB managed to get itself on TV remarkably quickly after the announcement of the National Bank/ANZ fusion with a message aimed directly at the customers who see the rebrand as an opportunity to switch. And, as expected, the rest of the banks were close behind with their own various overtures.
DraftFCB’s Steph Pearson was one of two winners of Yahoo!’s inaugural Digital Stars competition. And this glimpse into the future of media earned her that title.
BNZ’s teaser campaign reached its denouement last night, launching its new brand platform ‘Be Good with money’ and adding some spice to an already pretty spicy financial marketing scene after last week’s formal announcement about the cessation of the National Bank brand. BNZ’s chief marketing officer Craig Herbison talks about starting conversations, breaking taboos and focusing on the bigger issue.
Fly Buys’ new motto ‘Every time you swipe, something good happens’ became quite literal recently, with some interactive Adshels in Auckland and Wellington injecting some fun into the city streets.
After three weeks of TV ads, hundreds of mystery billboards, a few spray painted footpaths, a hijacked Twitter account that sent around 100 people to a fake money drop, and a fair bit of speculation about who was behind the ‘Money is Bad/Money is Good’ teaser campaign, our suspicions were confirmed last night when the BNZ logo came into view alongside its new tagline ‘Be good with money’.