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.
Monthly Archives: March, 2016
The finalists for this year’s New Zealand Radio Awards have been announced ahead of the ceremony in May, and MediaWorks and NZME are gearing up to once again battle it out for the most gongs.
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.
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.
While it’s typically parents who are poked at for being a bit behind the times, Slingshot and RAPP have decided to break down stereotypes and show that parents can be just as internet savvy as their screen-addicted teens.
Following his trip to SXSW, Colenso BBDO planning director Neville Doyle shares his thoughts on the advertising industry, what it’s capable of and what it should do to give the problem solvers within it a feeling of pride. Here’s what he has to say about creativity with a purpose.
As the number of screens we own rises and content that was once limited to the TV spreads its way across new platforms, it appears ye olde faithful television is remaining resilient with Kiwis yet to avert their eyes entirely according to the latest New Zealand multi-screen report by Nielsen.
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.
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.
Tom Uglow, creative director at Google’s Creative lab, will find his happy place in a world where our interactions with technology and the internet aren’t limited to screens. Here’s what he envisions.
Scott Keddie shares his surprise over the ASA’s decision to not release the 2015 advertising turn over and says the results are as valuable as ever.
A satirical billboard with a cartoon of Jesus’ crucifixion was stolen from outside St Luke’s Presbyterian Church in Auckland on Thursday, the day before Christians remembered the death of Jesus.
Easter made its annual round last weekend, which saw many of us, young and old, stuffing ourselves with chocolate in various shapes, forms and sizes, as well as letting loose some unsightly puns (sorry). Here’s a rundown on the brands that hopped on the holiday’s bandwagon.
The New Zealand Transport Agency has launched a new campaign via Clemenger BBDO and OMD dubbed ‘Hello’, which aims to get young drivers to put down their phones and see things from the perspective of their passengers.
Briscoes’ ‘Xmas’ ad took out the top spot in Colmar Brunton’s overall Ad Impact award winners from 2015, successfully wooing audiences last year. Celebrating wins alongside the retailer are Vodafone and Dulux, which each nabbed a golden fist for the ‘most enjoyable’ and ‘most persuasive’ ads respectively.
Forget ad blocking, Birmingham website Paradise Circus is levelling the score by creating a content blocker.
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.
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.
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.
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.
It’s ‘War of the Worlds’ job edition and as this cheat sheet explains, in the face of robots we should embrace our human nature.
Last week agency Stem Creative topped off its transition to Wrestler by opening the doors of its office-turned-gallery, a place where creatives can boost their ingenuity by painting, cycling and dancing. Oh, and there is always a beer in the fridge. Here’s the story behind the move and a look at the new space.
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.