Monthly Archives: March, 2016

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Police question the morals of passers-by with viral recruitment campaign
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The New Zealand Police have launched a new recruitment campaign in the hopes of attracting empathetic people to the force. Using a social experiment, police and Ogilvy & Mather asked Kiwis if they would walk past someone in need or stop and help. However, it’s not just questions of morality being raised, some viewers were also wary of the campaign’s tactics.

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Digital reassurance: MediaWorks enables 100 percent viewable banner ads and unblockable video — UPDATED
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Online ad viewability has long been an issue for publishers, with it being difficult to determine exactly how many people are actually viewing the ads served on a web page. And with interactive advertising spend hitting the $800 million mark this year, it seems more important than ever that advertisers know they’re getting the eyeballs they’re paying for. So, in response to the issue, MediaWorks has taken action, announcing today it’s guaranteeing all of its banner ads will be 100 percent viewable from 1 April, using Google’s DoubleClick product. We chat to MediaWorks head of digital sales and ad strategy John-Paul Randall about the change in functionality as well as the publisher’s other new function, which allows unblockable video ads to run across all platforms.

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Get ready parents, Countdown has launched its latest collectables
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Yes, the craze is not over yet and we doubt it will be anytime soon. Countdown has just released its latest range of collectibles with Disney in what’s been a clever partnership for the supermarket chain, because as we all know, kids (and let’s be honest, many adults) go nuts over Disney. Here’s a look at its latest marketing ploy in the form of projectable cards.

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I’ll be there for YouTube
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It has been over a decade since Friends came to an end, but its popularity remains. New Zealanders continue to get their daily dose as it holds the 6pm week day spot on TV2, while in France people are now tuning in on Netflix thanks to a clever pre-roll ad campaign.

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Images for everyone
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Twitter is making sure that shared content is accessible to the widest audience possible by giving the visually impaired an opportunity to join in.

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Creatives to the rescue?
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As the world celebrated International Day of Action Against Advertising last week, artist network Brandalism went guerrilla and created a campaign targeting the makers of campaigns.

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TNS with three tips on how to stay ahead of the marketing game in an ever-evolving world
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How can brands get ahead of the curve in today’s disrupted world? Marketers have myriad options when it comes to spending time and money to keep up with new dynamics of consumer behaviour but how can they prioritise efforts to target the right opportunities? In its annual Connected Life study, research agency TNS identified a number of opportunities to focus those efforts. Here are its top three.

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In purpose and peers we trust, but in media we don’t, according to first local Edelman Trust Barometer results
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For the first time, the Acumen Edelman Trust barometer has been conducted in New Zealand to determine the level of trust Kiwis have in their institutions and it turns out Kiwis are a very discerning and sceptical bunch, with trust levels ranking below our Australian and British counterparts. We also hold more trust in NGOs and businesses than we do in the media or government. And Acumen Republic say the findings in this study present opportunities for businesses to increase profit by lifting trust through doing more for the greater good.

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Hot cross food
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While we all tucked into hot cross buns over the long weekend, around the world people enjoyed the Easter tradition in a variety of food forms.

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What makes a good brand partnership? Spark’s experience
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Finding commercial partners is a cost-effective way to reach a wider, or desired audience. When a brand pairing works well, it can garner great results and high engagement. But what makes a good partnership? One brand that has paired wisely and has the results to show for it is Spark. Spark’s general manager of marketing Clive Ormerod talks us through some of the thinking behind its brand alignments.

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A moral debate
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Is it quicker to take a life, or save one? That’s the question raised by the Polish Red Cross in its latest campaign, which challenges the moral code of its audience as convicted murderers learn to save lives.

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Musical monetisation: how adland secures rights to wallet-opening tunes
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Music plays an important role in advertising. Songs can be inspiring, mood lifting, and according to the ‘Mozart effect’ may also improve memory. Everyone remembers ‘that song from that ad’, and in some cases more than they remember the actual ad. We caught up with Franklin Rd director Jonathan Hughes about the process of securing music rights, which allows brands to pump out catchy tunes that arrest the attention of their audience.

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Spark and NZME aim to help out the little guys in latest multimedia branded content project
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In today’s multi-channel climate, brands need to be very shrewd about how they get through to their audience. Traditional advertising just ain’t cutting as much mustard as it once did, particularly with the young’uns. Spark has recognised this, and following on from its last collaboration with NZME, which focused on what life might be like in 2025, it’s again enlisted the publisher to bring a second piece of content marketing to life, this time targeted at small business owners.

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Attack is the best form of defence: NZ Marketing adapts its model
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At Previously Unavailable’s breakfast event this week, Air New Zealand’s head of innovation Scott Bishop spoke about the difference between companies with an offensive mindset (like, unsurprisingly, Air New Zealand, or Tesla, which took its patents open-source and backed itself to stay ahead of the competition) and companies with a defensive mindset. The defensive companies generally fail because they’re trying to protect a legacy and tend to force customers to adapt to their business model, rather than looking at what their customers actually want and solving their problems. While we’re not deluded enough to place ourselves in the same category as Air New Zealand or Tesla, the same binary choice applies to us: try to create the new, or try to maintain the old. So, after much chin-stroking, spreadsheet-staring, brow-furrowing and distance-gazing over the past few months, we’ve decided to take the offensive.

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Here’s to another 10?
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Twitter turned 10 on Monday and while it celebrated with a #LoveTwitter hashtag, Hotwire decided to see how much love the platform was really getting and whether or not it will last another 10.

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Media Munchies: Jono and Ben
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The dynamic duo that is Jono and Ben can be found everywhere in the media these days. When they’re not on their own show, they’re in the news for attempting to ride a banana boat across the Cook Strait, or some other such shenanigan. We caught up with the pair to find out what media they consume when they’re not in it.

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