From cones on the Sky Tower to golf ball battle cart ads to motion-controlled music to Xbox giveaways for Call of Duty players to V Robbers where gamers could win part of 100K, Frucor has evolved its marketing of the fizzy green stuff to include its audience more and more. And now it’s even asking them to come up with the next campaign.
Global marketing and advertising resource Warc launched the Warc 100 last night, an annual ranking that is “designed to be a benchmark for commercial creativity”. And Colenso BBDO/Proximity featured three times and DDB featured once.
Greenpeace has been nipping at Shell’s heels for years, pulling out everything from fake press releases to sneaky banners at car races to a big emotional ad featuring a homeless polar bear to draw attention to the oil company’s proposed Arctic drilling. Now it’s targeting one of the world’s most-loved brands, Lego, after it signed a deal to create a series of toys for Shell. And it’s flipped the premise of the hugely popular Lego Movie to show that everything is not awesome.
Speaking during the Cannes Lions festival earlier this year, Getty Images founder Jonathan Klein uses a series of iconic images to illustrate the intrinsic potential of an image to move the viewer and how photography can, in fact, play an integral role in shaping the way we see the world.
We speak to Ubiquity’s Nathalie Morris about her team’s philosophies around developing for a changing world, about being number two, and about what exactly you do when you’re the “technical muscle” for a marketing campaign.
Three Mobile’s most recent spot in the UK was one ol’ big sorry. They said sorry fopr the hot dog legs, the plane wings, the sunsets and the #NoFilter instys.
Earlier in July, Kiwi start-up Postr launched with the promise that it would pay users to host advertising on their smartphones. And while this could prove a novel way to encourage mobile users to voluntarily accept advertising as part of the experience, the premise has already been taken a step further by an app called Quack.
Humans typically go to great lengths to avoid advertising. But every once in a while it’s so good that it … gets stolen. And Beck’s Playable Posters, which were created by Shine and launched to promote the beer brand’s sponsorship of NZ Music Month, were apparently “disappearing like sausage rolls at a birthday party”.
Contiki is back with its YouTube vlogger roadtrip for the third year running, once again piggybacking on the millions of pairs of eyeballs already following every single step those vloggers take. This year New Zealand might be captive too, with Kiwi star Shannon Harris onboard as the only person from outside North America. Sales director Tony Laskey believes The Roadtrip is potentially one of the most powerful marketing strategies Contiki has ever used.
Tunisia-based 3SG BBDO has launched a new smartphone-based application that provides a means by which to support the cognitive functioning of those in the early stages of Alzheimer’s disease.
When it comes to reaching New Zealanders, ye olde traditional broadcast media is still on top, with the results of NZ On Air’s independent media consumption study showing the majority of Kiwis are still consuming lots of linear television and live radio every day. But music audiences, the young and the Asian community are leading the charge to digital platforms.
In April, StopPress reported that a team of Wellingtonians was planning to launch a technology start-up called Postr, an app-based service that would get brands into consumers’ pockets by serving ads on their smartphone homescreens. And now, only a few months later, the project has officially launched and is accessible to the Kiwi public.
If you believed the hype, social media was destined to knock traditional media off its perch and marketers have invested heavily in it in recent years. But Kiwis’ engagement with brands and companies on social media is on the slide, with a Colmar Brunton survey on the social media habits of New Zealanders showing the number of Kiwis who follow brands on social media dropping from 41 percent in 2013 to 27 percent this year.
Brazil’s 7-1 hammering at the hands of the Nationalmannschaft has rendered all other conversations over the last 24 hours completely irrelevant. And in addition to hijacking all office-based conversations, the footballing debacle also took hold of Twitter, breaking a few records along the way. And, in an effort to give a graphic representation of how mad the online community went during the match, Twitter published an interactive map that shows how people throughout the world responded to the each goal being scored.
In the traditional media channels, advertising couldn’t be avoided. When viewers listened to a radio broadcast or watched a television show, ads were an inevitable part of the experience and often provided a momentary break to run to the bathroom or make a cup tea. But with the growing tendency of online viewing, this coerced ad-watching is no longer a given. Simple software downloads, such as AdBlock, now give viewers direct access to the content that they want to watch. So what are media owners doing to protect their advertising?
Whybin\TBWA has been through a fair amount of change since Todd McLeay took over in early 2013, both in terms of clients and staff. But, much to the agency’s relief, it has retained its biggest client after ANZ re-signed its trans-Tasman contract. PLUS: Yellow also picks the agency for a brand refresh.
Following on from the series of unfortunate events that provided the narrative for the first part of ‘Time really is money’ campaign, ANZ has now released a sequel that gives a markedly more positive re-imagining of the day in the protagonist’s life. The second spot, released over the weekend, gives a scene-by-scene reversed reworking that eventually presents ANZ’s mobile banking as the catalyst that allowed the evening’s proceedings to run more smoothly.
It’s no secret that brands are increasingly moving away from traditional forms of paid media in favour of other options like branded content, native advertising and owned media, with a recent PWC report in Australia showing 67 percent of marketers were shifting their spend from bought to owned channels and a quarter of marketers spent between 20 percent and 30 percent of their budget building their own media channels. But Resene has been ahead of the curve in this regard, with its twice-yearly magazine Habitat launching back in 2004. And it is continuing that evolution with the launch of a new responsive, content-rich website www.habitatbyresene.co.nz.
In terms of vehicular annoyances, people who put those little white stickers of their family on the back window rank pretty highly. Why, people, why? Personalised plates are not far behind. And cheesy spare tyre covers are also a leading cause of road rage. But this one, which was spotted in deepest suburbia on a leisurely Sunday drive, is an exception and, with some quality Engrish, shows the essence of the RAV4 brand.
There’s no better way to celebrate centuries of oppressive colonialism than with a series of sporting contests. Thankfully, we’ve got the Commonwealth Games for that. And while they might not be quite as prestigious (or popular) as the Olympics, official broadcaster Sky TV and NZ Olympic Committee sponsor ANZ are doing all they can to draw attention to the upcoming Glasgow games.
The 21-gun salute applauds the efforts of the Electricity Authority, Sky TV and Steinlager.
Up until relatively recently, Kickstarter had rules and a degree of vetting to try and keep out the scams and fakes. That meant there was no funny business like that seen on various auction sites. The rules have changed, however, and now it’s basically a free-for-all as long as “it’s not illegal, regulated or dangerous”. And one of the first major beneficiaries of that has been Zack Danger Brown, who asked for $10 to make his first ever potato salad and currently has over $30,000.
Y&R NZ has picked up where FCB left off by launching its first campaign for What’sMyNumber.org.nz since winning the Electricity Authority account after a competitive tender earlier this year. The new campaign, unveiled over the weekend, features a series of of people in torturous work-based scenarios and aims to remind Kiwis of what they endure in order to earn their salaries.
Samsung loves poking fun at Apple and their fans. It has been a big focus in their ad campaigns over the last couple of years and they’ve just done it again with their latest spot, titled “Wall Huggers”.
Industry happenings at Eleven PR, Hypermedia, New Zealand Symphony Orchestra, The Sweet Shop, MediaR, Zomato.
As the gongs from the recent Cannes award nights get cleaned of their champagne and finally take their place in agency and client boardrooms across the country and a new round of New Zealand awards begins, Mark Pickering offers some tips on putting together an award-winning experiential entry. PLUS: three of his favourite experiential campaigns.
There was a lot of excitement when Google launched its prototype driverless car recently. But, as this impressive stunt for Hyundai shows, we already seem to have the technology.
A new logo for Villa Maria’s Wise Owl range has been given the nod of approval – a New World Stratford liquor manager is keeping it for life as a tattoo.
Time has been a fairly popular theme for Kiwi brands in recent months, with Hyundai running its Family Time Project and ANZ just releasing a couple of ads detailing how time really is money. TSB has also joined that club, with a new campaign via Special Group that aims to turn potential customers on to its business by promoting its ‘putting customers first’ philosophy.
A coliseum, a thunderous crowd and charging warriors, all shot in ultra-high definition (UHD) in an Auckland Quarry. This was Samsung’s global spot for its curved UHD TV, which was shot by Kiwi Nathan Price, and it’s taken out the Colmar Brunton Ad Impact award for May. PLUS: Behind-the-scenes shots and a Q&A with Price.