Interactive is an expanding piece of the ad spend pie here and around the world, and Magna Global has predicted it will overtake TV in the US by 2017. Facebook is a big part of that ecosystem and it reckons it can offer both scale and granularity. So we caught up with Facebook head of New Zealand Stephen Scheeler to find out what’s happening here and how House of Travel has harnessed the social network and is moving away from traditional media.
Author Skye Wishart
Fonterra Brands has teamed up with Colenso BBDO and TVNZ Blacksand to give Facebook fans the thrill of seeing themselves on an actual TV ad, while consuming lots of Kapiti icecream, with the help of some new technology from TVNZ.
Microsoft Surface New Zealand is jumping aboard the street art wagon, collaborating with FCB and renowned Kiwi street artists BMD to produce a bromance-y video showing the creative possibilities of the Surface Pro 3. The video kicks off a “purely social” campaign to be rolled out over the coming three months.
Eschewing cliches of elderly figures trying to hear their grandchildren, One Plus One and Augusto have used two New Zealand music legends to produce content marketing cinematography that demonstrates hearing aids.
Georgie Pie is working to claim back its place in the hearts of Kiwis of all ages, and one way to do this is partnering up with 7 Days, in Georgie Pie’s first sponsorship since it relaunched. MediaWorks Integration has been working with OMD and Georgie Pie on a campaign to get a budding comedian to join the 7 Days panel, as the ‘Georgie Pie Comedy Apprentice’.
Linea Weatherboard’s transformer ad, created by Federation and Waxeye takes out the Colmar Brunton Ad Impact Award for July with its hero ad featuring a transforming house.
Following on from a global rollout at the end of last year, Yahoo New Zealand’s homepage too has relaunched in the new format, with personalised content for New Zealand users and sweet new functionality for advertisers.
Photobombing has been given a V, with unsuspecting winery tourists having a homemade bomb packed with tempera powder exploding in their photos. The project is the latest in the “Give it a V” 24-hour series and was shot at West Brook Winery in Waimauku near Auckland last week, and posted on social media and the V website.
Stoptober’s lead up nationwide tour kicked off yesterday with a heartfelt recruitment event in Kaitaia. It’s part of a campaign targeting New Zealand’s 463,000 smokers to quit the habit with a smokefree October, by signing up to the Stoptober website. Satellite Media’s Piri Weepu TVC is also leading the charge.
Last night’s third episode of The Block screened for the first time this season without My Kitchen Rules NZ (MKR NZ) diverting viewers to TV One, which could have been its big chance to exclusively engage viewers after a dismal episode two. But its plans were foiled by the leaders’ debate.
According to Quitline, Māori and those in high deprivation populations care less about the cost of cigarettes, or their health, compared to how much they care about their children. Māori Television’s advertising head of department, Toni Urlich developed the creative for the ‘Crayons’ campaign, which uses children, mimicking their parents’ smoking behaviour. The campaign was created inhouse at Māori Television and in a first, will also be rolled out across other channels.
The store wars still rage. While New World comes back for round two of Little Shop, Countdown’s tactic is not to fight like-with-like (there’s no round two yet of Dreamworks Heroes 3D collectable cards), but instead offer something tried and true: tableware.
A fat kid eating a burger, Prince William ogling a breasty statue, and Miley screaming out on her Bangerz tour … This is Seven Sharp’s new campaign and it’s all about what Jens Hertzum, Blacksand’s executive creative director, calls witty interpretations of provocative pictures.
Around the world, advertisers are trying to involve their audiences in the marketing, whether it’s Wendy’s love songs, Airbnb’s Hollywood & Vines, Newcastle’s crappy crowdsourcing or, locally, Give it a V and Feel Tip Top. TV shows have long talked about doing the same, and many of them have taken fandom into the realm of social media. But increasingly it seems broadcasters are not content with audiences passively absorbing content and are trying to convince them to get involved. So how’s that working out for them?
Information released by Statistics New Zealand recently revealed that the extent of the nation’s multiculturalism. And given that we could very well be in the proximity of one of the 4,593 people who identify as French in the nation, it pays to ensure we’re pronouncing words borrowed from their language correctly. So, with the launch of its latest French-inspired burger, Wendy’s has assembled a troop (or is it troupe?) of Vodafone Warriors players to discuss exactly how the word ‘brioche’ is pronounced.
Skinny Mobile’s attempt to draw attention to the supposedly profligate ways of Vodafone has backfired slightly after it was forced to modify its campaign and remove pointed references to Vodafone’s sponsorship of the Warriors.
As the campaign promoting MediaWorks’ The Block NZ warms up, TVNZ has launched its campaign for the first local version of My Kitchen Rules (MKR), which will screen in the same 7.30pm primetime slot. And Genesis Energy has been announced as the show’s major sponsor.
In moves parallel to Nextdoor in the US, Kiwi private neighbourhood website Neighbourly is shacking up with councils. Last month it signed an agreement with Rotorua District Council to be an official communications platform to complement existing channels, and Neighbourly says it’s in discussion with a further 26 around New Zealand.
Back in the day, the Yellow Pages ruled. Business names were sometimes based on where they would end up in the book (that’s why there are so many accommodation options starting with A and the Krasilovky Brothers of New York took that to extremes with their long-running listing battle). But for many consumers the online realm is a much more efficient way of finding businesses and Google has taken its toll on the print-based directories and forced them to find new revenue streams. So why are there still so many online business directories in operation?
With Telecom spreading its wings as Spark today, we decided to look at a few other rebrands of varying quality from here and around the world.
The brands that New Zealanders trust the most were announced by Readers Digest recently, with Whittaker’s winning first place for the third year in a row, and also taking out the New Zealand icon and confectionery sections. So do these little badges make a difference to consumers’ decision-making processes? And are most trusted lists like this pointless?
Adding to the avalanche of selfies, ‘dronies’ might soon be saturating the social media feeds of snow-goers, with a camera-equipped drone hitting the South Island ski slopes in Tourism New Zealand’s latest stunt.
Having cash in the wallet is an increasingly rare phenomenon for many Kiwis. So is throwing your wallet into the bin in favour of using your phone or a digital currency an option in New Zealand? And what’s ‘coming soon’? We’ve cherry-picked a few interesting developments in the payment space.
Sales of traditional ‘gumboot’ tea are on the wane in New Zealand. But there’s growth in the area of specialty teas and Dilmah is trying to tap into that by promoting the nascent arts of tea mixology and tea gastronomy. So can they convince young Kiwis to sip on a tea with their chargrilled steak?
As part of the ‘History Will Be Made’ campaign in the lead up to the Commonwealth Games, Sky TV and DDB have fully customised a container to house an actual running track where punters can measure themselves against past glories.
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.
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.
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.
The rural sector has helped keep New Zealand afloat over the past few fairly difficult years and, as the amount of spending done at Fieldays shows, it’s a sector with a fair bit of confidence (and cash) at the moment. And, in an effort to better reach that sector, APN NZ has launched The Land, a new weekly rural publication sandwiched between the pages of APN’s six regional newspapers that are read across the North Island by town and country dwellers alike.