stoppress.co.nz https://stoppress.co.nz StopPress provides essential industry news and intelligence, updated daily. Wed, 19 Feb 2020 01:23:50 +0000 en-US hourly 1 https://wordpress.org/?v=5.3.2 https://i0.wp.com/stoppress.co.nz/wp-content/uploads/2019/08/StopPress-Favicon.png?fit=32%2C32&ssl=1 stoppress.co.nz https://stoppress.co.nz 32 32 9249403 Babies and Boomers: Contagion targets retirees for charity initiatives https://stoppress.co.nz/news/babies-and-boomers-contagion-targets-retirees-for-charity-initiatives-2/ https://stoppress.co.nz/news/babies-and-boomers-contagion-targets-retirees-for-charity-initiatives-2/#respond Wed, 19 Feb 2020 01:23:40 +0000 https://stoppress.co.nz/?p=37203 Contagion has announced the launch of Spend my Super, a campaign targeted at Superannuants to increase charity donations. The campaign is a jarring look a how many babies will end up in poverty (1 in 4) in our current economic climate. It features rows of babies moving down a production line, with one in four [...]

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Contagion has announced the launch of Spend my Super, a campaign targeted at Superannuants to increase charity donations.

The campaign is a jarring look a how many babies will end up in poverty (1 in 4) in our current economic climate.

It features rows of babies moving down a production line, with one in four being ‘rejected’ by a robot and shunted off-screen as if they are faulty products.

The aim is to get boomers, who enjoyed a stable, healthy economy to extend their pension to those in need through the organisation which looks after several different charities.

The charity was founded by self-proclaimed Boomer Liz Greive, who was compelled to start the organisation after receiving notice of her eligibility for her pension.

“Like most, I worked hard, but was fortunate in being well rewarded. When the letter showed up, I felt that it would make no difference to my life”, she says, “but I knew that for a child out there it could make all the difference.”

“My generation really did live through a remarkably successful economic period and many of us are now comfortable and able to enjoy our retirement. Happily, all New Zealanders are offered pensions, but given my circumstances, at a time where 1 in 4 children are being born into poverty, I personally wanted to use mine to alleviate the distress of a family living in financial poverty.”

Spend my Super brought the campaign to life at Takutai Square in a visually arresting PR stunt where 160 “babies” symbolic of the daily births in New Zealand, grabbed the attention of passersby, who stopped to read stark messages written on 40 of them – the latter representing the percentage of these children who will be born into poverty. 

The campaign is translated into Mandarin, Hindi and Te Reo to reflect our diverse retiree climate. Contagion creative director Bridget Taylor says the hard-hitting imagery was a risk, but one that will hopefully pay off.

“This sort of investment and production level is usually associated with big brand launches like cars and given we are only targeting New Zealanders who are over 65, that means we can get this message to most of them at least once and have a good chance of making a big difference to the underlying problem of childhood poverty’” she added.

Spend my Super targets only those that can afford to give some, or all, of their pension to struggling Kiwis.

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Axis finalists are out, so who made the cut? https://stoppress.co.nz/news/axis-finalist-are-out-so-who-made-the-cut/ https://stoppress.co.nz/news/axis-finalist-are-out-so-who-made-the-cut/#respond Wed, 19 Feb 2020 01:05:26 +0000 https://stoppress.co.nz/?p=37199 The Axis Awards have released its insane amount of finalists for its upcoming awards night. With over 400 entries in 95 categories, its anyone bet for what agency will be taking home the grand prize. Paul Head, CEO of the Comms Council says the number of entries are not surprising with how much great work [...]

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The Axis Awards have released its insane amount of finalists for its upcoming awards night. With over 400 entries in 95 categories, its anyone bet for what agency will be taking home the grand prize.

Paul Head, CEO of the Comms Council says the number of entries are not surprising with how much great work has been produced.

“The amount of diverse work that has made it through to finalist should mean that there will be many celebrating this year.”

“Our industry is always evolving and every year we face different challenges around categories and face new considerations at the judging round. This year was no different and the entire judging panel have done a great job with the huge number of entries.”

Colenso BBDO leads the pack with 109 finalists followed closely by DDB with 102.

Clemenger BBDO Wellington has scored 70 finalists, and Special Group has 49.

FCB NZ has picked up 37 finalists and Saatchi & Saatchi has 28.

Stanley St. has secured 25 finalists followed closely by YoungShand with 24 finalists.

Finalists this year include the likes of our big players such as FCB, YoungShand, Colenso BBDO, Saatchi and Saatchi, Clemenger, DDB, Motion Sickness, Stanley St, Special Group, 99, Raydar, VMLY&R, Liquid Studios, NZME, SweetShop, TBWA, Wave, True, Powershop, Wunderman Thompson and BC&F.

So basically, everyone has something to celebrate this year. For further information on finalists and attending, contact; moira@commscouncil.nz.

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Plan your social post timings with this handy infographic https://stoppress.co.nz/news/plan-your-social-post-timings-with-this-handy-infographic/ https://stoppress.co.nz/news/plan-your-social-post-timings-with-this-handy-infographic/#respond Wed, 19 Feb 2020 00:46:13 +0000 https://stoppress.co.nz/?p=37190 All parts of Media rely on engagement, but apparently there is a practice in giving your social posting a bump (without paying). New research by CoSchedule breaks it down for us via each platform. While the exact right times to post will vary based on each unique audience group, the team from CoSchedule have put together a [...]

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All parts of Media rely on engagement, but apparently there is a practice in giving your social posting a bump (without paying). New research by CoSchedule breaks it down for us via each platform.

While the exact right times to post will vary based on each unique audience group, the team from CoSchedule have put together a guide, based on a range of studies and reports, which highlights when brands in a range of sectors tend to see the most engagement on each of the major social platforms.

Again, there are unique variables for each business, but this overview could serve as a good starting point for planning out your social posting strategy, and maximizing engagement.

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StopPress noticeboard: February 19 https://stoppress.co.nz/news/stoppress-noticeboard-february-19/ https://stoppress.co.nz/news/stoppress-noticeboard-february-19/#respond Wed, 19 Feb 2020 00:10:24 +0000 https://stoppress.co.nz/?p=37181 Clemenger gets ranked at number one for graduates, Business Desk gets a $680,000 promotional vehicle and Ancestry ANZ partners with Spark Foundry Clemenger Group ranked ‘best place to work’ by Kiwi graduates. Results from a survey conducted for GradNewZealand show that Clemenger Group was the most desired workplace for the media and communications sector. Clemenger [...]

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Clemenger gets ranked at number one for graduates, Business Desk gets a $680,000 promotional vehicle and Ancestry ANZ partners with Spark Foundry

Clemenger Group ranked ‘best place to work’ by Kiwi graduates.

Results from a survey conducted for GradNewZealand show that Clemenger Group was the most desired workplace for the media and communications sector.

Clemenger Group CEO Jim Gall says the business is thrilled with the recognition they have had as they have worked hard to offer young people a helping hand to start their working life.

“We’re operating in a world where talent is getting harder to attract, at a time when New Zealand organisations need intelligent creativity more than ever. We’ve set ourselves clear goals to find and train the next generation of creative minds” says Gall.

Evident from recent research, upcoming generations are becoming clearer on their employment wants and needs and tend to find a workplace that aligns with their values.

Clemenger Group launched a new graduate programme last year which aims to provide ambitious young people with the industry skills and experience they desire.

“With our graduate programme, we want to inspire and excite those starting out about a career in advertising and marketing, showing how their work shapes popular culture and, at its best, can lead to positive behaviour change,” says Gall.

Looking forward, Gall says Clemenger aspires to eventually lead all sectors in New Zealand, not just media and communications.

Graduates looking to inquire or register for Clemenger Group New Zealand’s 2021 programme can follow this link: https://gradnewzealand.nz/graduate-employers/clemenger-group

“The Rolls-Royce of business news sites

Promoting the launch of their news site, BusinessDesk is using New Zealand’s only Rolls-Royce Cullinan to entertain the streets of downtown Auckland. The $680,000 car will be towing a billboard with the company’s slogan “follow the money” over the next few days.

BusinessDesk’s official launch will commence on February 26 after having soft-launched in November. Publisher Matt Martel says the billboard slogan “follow the money” came from the film “All the President’s Men” and is essentially linked to good journalism.

“With almost any story, Follow the Money to find out the motivations of those involved,” says Martel.

Ancestry ANZ partners with Spark Foundry

It has been announced today that Spark Foundry has joined forces with Ancestry ANZ to handle the media strategy, planning and buying account.

Hosting the world’s largest collection of family history records, Ancestry assists people in finding their family history and discovering their ancestors. The company additionally provides a consumer DNA kit which expands users genealogy research and connects DNA matches.

Ancestry ANZ country manager Nigel Seeto praises Spark Foundry for showing a deep understanding of Ancestry’s business and its customers.

“We look forward to working together and to put our media strategy into action,” says Seeto.

“We’d also like to thank our previous media agency, OMD, for their work in helping to build the Ancestry business in Australia and New Zealand over the past several years.”

Spark Foundry Australia CEO Imogen Hewitt says the partnership with a market-leading brand such as Ancestry is an exciting way to kick start the new year.

Spark Foundry Australia COO Matthew Turl added the team are excited to further Ancestry’s growth across Australia and New Zealand.

“We’re excited to help people gain a new level of understanding about their lives by discovering their family history.”

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A stark approach: FCB encourage fire safety https://stoppress.co.nz/news/a-stark-approach-fcb-encourage-fire-safety/ https://stoppress.co.nz/news/a-stark-approach-fcb-encourage-fire-safety/#respond Tue, 18 Feb 2020 20:53:51 +0000 https://stoppress.co.nz/?p=37173 Following last week’s campaign ‘Escape Week’ which focused on making sure all Kiwis have a plan to escape their house in a fire, Fire and Emergency and FCB have now released a chilling advert to enforce their message. Using only audio and text, the three minute advert depicts the scenario of a family attempting to [...]

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Following last week’s campaign ‘Escape Week’ which focused on making sure all Kiwis have a plan to escape their house in a fire, Fire and Emergency and FCB have now released a chilling advert to enforce their message.

Using only audio and text, the three minute advert depicts the scenario of a family attempting to escape their burning home without having a plan organised. Haunting cries from a baby and the sound of frantic parents desperately trying to get the family out, effectively draws the audience in.

As house fires are more common than most people realise, with a fire occurring every three hours somewhere in New Zealand, it is imperative that people know what to do and have a plan in place.

The unique video begins with the words ‘for the next three minutes there will be no other ads.’

Followed by ‘Make a plan at escapemyhouse.co.nz during this time.’

Therefore, using these opening lines, the campaign instantly captivates viewers, prompting New Zealanders to visit FCB’s site escapemyhouse and spend three minutes creating a potentially life-saving plan.

“Using our escape my house tool will make you think about important things that you may not have considered,” says National Advisor Fire Risk Management, Peter Gallagher.

“Things like a second exit in case your normal exit is blocked, making sure you know where your keys are if doors are deadlocked and having a safe meeting place for everyone in your household.”

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Ads of the Week: February 18 https://stoppress.co.nz/ads-of-the-week/ads-of-the-week-february-18/ https://stoppress.co.nz/ads-of-the-week/ads-of-the-week-february-18/#respond Mon, 17 Feb 2020 22:47:58 +0000 https://stoppress.co.nz/?p=37155 Big props to our friends at Mercury, Griffin’s and The Building Construction Industry Training Organisation. Who is it for: FCB for MercuryWhy we like it: With the world becoming increasingly more eco-conscious, it was only a matter of time before New Zealand jumped on the bandwagon. Mercury and FCB sparked their campaign ‘kiss oil goodbye’ [...]

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Big props to our friends at Mercury, Griffin’s and The Building Construction Industry Training Organisation.

Who is it for: FCB for Mercury
Why we like it: With the world becoming increasingly more eco-conscious, it was only a matter of time before New Zealand jumped on the bandwagon. Mercury and FCB sparked their campaign ‘kiss oil goodbye’ to prompt Kiwi petrol heads to depart their beloved motors, as difficult as it may be, and make the switch to electric cars. The result, a cleaner environment and 0 petrol prices, a win-win if you ask me.

Who is it for: True for Griffin’s
Why we like it: The one and only Cookie Bear has had a makeover and is set to inspire a new generation of kiwi kids to do what kids do best, scoff a packet of biscuits. True has revitalised the iconic bear for the modern New Zealand family with a modern, animated mascot who encourages imaginative play.

Who is it for: EightyOne for BCITO
Why we like it: The stigma behind trade careers in New Zealand is one that needs squashing. Now more than ever we need an increase in construction workers. Although many believe trades work is easy, as EightyOne rightfully points out ‘think you know the trades? Think again.’

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Data Insight welcomes new CEO https://stoppress.co.nz/news/data-insight-welcomes-new-ceo/ https://stoppress.co.nz/news/data-insight-welcomes-new-ceo/#respond Mon, 17 Feb 2020 21:19:46 +0000 https://stoppress.co.nz/?p=37140 Data management company, Data Insights, has welcomed in a leadership change with the promotion of Claire Bonham-Holden into the CEO role. Carmen Vicelich founded Data Insight in 2014 and mortgage technology business Valocity shortly after. Leading the Data Insight team for some time has been Claire Bonham-Holden as GM. “Data Insight has achieved phenomenal success, [...]

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Data management company, Data Insights, has welcomed in a leadership change with the promotion of Claire Bonham-Holden into the CEO role.

Carmen Vicelich founded Data Insight in 2014 and mortgage technology business Valocity shortly after.

Leading the Data Insight team for some time has been Claire Bonham-Holden as GM.

“Data Insight has achieved phenomenal success, and this couldn’t have been accomplished without the amazing team I have onboard. I am thrilled to recognise Claire for her contribution” says Carmen Vicelich.

“Helping clients leverage one of their most important assets – data is what drives me,” says Bonham-Holden.

“Often clients don’t have the necessary skillset internally or need extra resource to help them drive change. This is where Data Insight steps in. We have a team of the best super-smart analysts and data scientists that thrive on a challenge and deliver fast measurable results.

“Whether its introducing AI, advanced analytics, or developing visualisation and dashboards, our team make the complicated simple.”

Carmen Vicelich will continue to be instrumental in the development of Data Insight, supporting C-suite data strategy and in the position of Founder Chair, as well as CEO of Valocity.

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Be the Jack of all tradies says EightyOne https://stoppress.co.nz/news/be-the-jack-of-all-tradies-says-eightyone/ https://stoppress.co.nz/news/be-the-jack-of-all-tradies-says-eightyone/#respond Mon, 17 Feb 2020 20:35:35 +0000 https://stoppress.co.nz/?p=37136 The Building Construction Industry Training Organisation (BCITO) and creative shop EightyOne have joined forces to create a humorous yet effective campaign promoting the importance of tradies in New Zealand. Following last year’s light-hearted advertisement, which focused on Michael informing his family he wanted to work in construction, this year, the campaign shows Michael pursue his [...]

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The Building Construction Industry Training Organisation (BCITO) and creative shop EightyOne have joined forces to create a humorous yet effective campaign promoting the importance of tradies in New Zealand.

Following last year’s light-hearted advertisement, which focused on Michael informing his family he wanted to work in construction, this year, the campaign shows Michael pursue his construction apprenticeship while battling the pressure of a disapproving father.

EightyOne copywriter Chris Appelros said that although the campaign has prompted an increase in the number of New Zealanders open to a trade career, their work is not complete. Evident through Michael’s dad, Appelros said removing prejudice towards trade work is not on an overnight job.

“Already we’ve seen an increase in the number of New Zealanders who are open to a career in the trades, but our job isn’t done. People’s prejudices don’t change overnight and that is reflected in the outdated attitude of Michael’s Dad.”

Director Ric Cantor was set the challenge to develop the campaigns original characters and re-use them one year on.

“I think the results are wicked. Funny, subtle, and on brief.”

As Michael begins his apprenticeship, he is soon faced with the embarrassment of his dad following his every move and pleading him to change his career choice. After a tiresome attempt to change his son’s mind, Michael’s Dad gives up. He then attempts to saw a piece of wood in half causing him to almost fall over, simultaneously proving that construction can be harder than some may think.

BCITO’s head of marketing Asharie Martelleti said the campaign’s primary focus was to dismiss the negative perception of a construction career in New Zealand and encourage young Kiwis to give construction a go.

“The reality is most tradies enjoy benefits the rest of us would be jealous of; work-life balance, leadership opportunities and great pay just to name a few.”

The campaign is set to play out through TV, outdoor and social channels.

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How Tourism NZ’s campaign made an unexpected impact https://stoppress.co.nz/news/how-tourism-nzs-campaign-made-an-unexpected-impact/ https://stoppress.co.nz/news/how-tourism-nzs-campaign-made-an-unexpected-impact/#respond Mon, 17 Feb 2020 02:10:02 +0000 https://stoppress.co.nz/?p=37130 Tourism New Zealand’s campaign, ‘100% pure New Zealand’ widely surpassed goals it had set for itself. Think with Google’s case study takes us through how this experimental campaign resulted in an unexpected increase of visitors to our shores. The case study was run for Tourism new Zealand by Think with Google, and measured the common [...]

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Tourism New Zealand’s campaign, ‘100% pure New Zealand’ widely surpassed goals it had set for itself. Think with Google’s case study takes us through how this experimental campaign resulted in an unexpected increase of visitors to our shores.

The case study was run for Tourism new Zealand by Think with Google, and measured the common marking challenge; How do I know my online marketing is making an impact offline? 

It was clear that Tourism New Zealand had the goal to increase incremental visitors to NZ and judging by the success it saw it did it without question; the campaign resulted in an 11 percent increase.

So how did Think with Google set up the experiment?

  • Step one — set up test groups: Tourism New Zealand kicked off its display campaign in Australia and randomly split prospective travelers into two groups. The control group was shown a non-promotional ad while the exposed group was served an ad from its 100% Pure New Zealand campaign.
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  • Step two — follow up with visitors: The organization then launched another display campaign in New Zealand to connect with people who had visited the country after seeing or clicking on either ad in Australia. Tourism New Zealand served these tourists an ad promoting responsible travel.
  • Step three — measure incremental visits: Tourism New Zealand used Campaign Manager to match each unique impression for its campaign in New Zealand to each unique impression for its campaign in Australia. Each match was counted as a country visit. Tourism New Zealand then tapped BigQuery to compare the number of visitors who came to New Zealand after seeing a promotional ad to the number of travelers who visited after seeing a non-promotional ad.

What was learned

Display ads’ impact on tourist visits can be measured accurately. Tourism New Zealand saw that its promotional display ads drove 11 percent more tourist visits compared to the non-promotional ads. The organization also saw 12X higher return on ad spend (ROAS) for these incremental visits based on average visitor spend.

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“Now that we can accurately attribute incremental impact of online advertising on offline arrivals to New Zealand, we are able to further optimize our creative, channel, and audiences across the consumer journey.” – Emil Petrov, Head of Strategic Projects, Tourism New Zealand

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Vive la révolution! Mercury and FCB kiss oil goodbye https://stoppress.co.nz/news/vive-la-revolution-mercury-and-fcb-kiss-oil-goodbye/ https://stoppress.co.nz/news/vive-la-revolution-mercury-and-fcb-kiss-oil-goodbye/#respond Mon, 17 Feb 2020 01:16:12 +0000 https://stoppress.co.nz/?p=37119 It’s time to welcome in a new electric future as we head away from our unsustainable oil past. Mercury and FCB have called on Kiwis to ‘kiss oil goodbye’ as we head towards a more sustainable future and welcome in the electric revolution. The hero TVC shows different scenarios of usual, oil-loving folk, saying goodbye [...]

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It’s time to welcome in a new electric future as we head away from our unsustainable oil past. Mercury and FCB have called on Kiwis to ‘kiss oil goodbye’ as we head towards a more sustainable future and welcome in the electric revolution.

The hero TVC shows different scenarios of usual, oil-loving folk, saying goodbye to vehicles that hold a lot of sentimental value and switching to electric versions.

Kiss oil goodbye hits the nail on the head, as a lot of electric promotions fail to show that Kiwis do in fact, have sentimental attachments to their cars. They name them, they look after them, so switching even for a good reason can be hard for some people.

Yet this campaign tackles the problem well; These vehicles, although they have done us a great service and allowed us to do great things in the past, are outdated, unsustainable, and not a reflection of our electric future as shown in the TVC by the people who are saying goodbye for a good reason.

CMO of Mercury, Julia Jack, says this change is one of the best we can make.

“It’s time to say goodbye to our old modes of transport because there’s a better alternative. We might have had a good time with oil in the past, but it’s time to move on.

“The electricity we generate and use in New Zealand is over 80 percent renewable and that’s growing. It’s a massive natural advantage we have over many parts of the world. We don’t need to be importing and burning fossil fuels for transport when we have better, healthier and cheaper options,” Jack says.

Mercury started its campaign towards the electric revolution five years ago and has since worked with FCB across a number of campaigns to promote this message. This included the previous ‘Energy made wonderful’ and Evie electric vehicle campaigns.

David Thomason, chief strategy officer at FCB said about the campaign;

“Kanye West’s ‘Jesus Walks’ was the soundtrack to our strategy session. We were all feeling so personally inspired and revolutionary that it almost seemed trivial to be talking about a brand campaign. But this is how customers must choose brands today. We’ve been building to this campaign for years. Mercury are being provocative because the cause is not a marketing bolt-on, like so many brands have done. The environment’s central to everything they do, and now they need New Zealanders to join in making it happen.”

“This campaign isn’t just about talking the talk,” says Jack. “We’re putting offers in place, incentives and ways to engage with our customers, and are refreshing our online presence with information that supports the movement to cleaner transport options,” Jack says.

“Among other initiatives, we will be extending our Mercury Drive EV-by-subscription service, and partnering with a global operator, JUMP, renowned for innovative e-bike and e-scooter solutions, to help more people test whether the change is right for them.”

‘This is my last oil car’ stickers can also be collected by the public to place on their cars to let other drivers know their next purchase will be an electric one.

Jack highlights the issue we have with placing a massive sentimentality to our cars, and that it can halt our progress by refusing to change our ways.

“We know there’ll be people who can’t easily say goodbye to their internal combustion engine vehicles or don’t want to, and that’s okay. It isn’t about pointing any fingers; it is about opening the door a little wider to those who are ready to consider a change in habits, and to get a few more to that point of consideration.

“Through the campaign we want to show that while change might seem difficult, once you’ve taken the first step it can be wonderful and there’s a better relationship out there for all of us,” Jack added.

The campaign’s television commercial (TVC) was directed by Nathan Price and edited by 2020 Academy Award nominee Tom Eagles (nominated for his work on Jojo Rabbit).

The new TVC first airs on Sunday, 16 February. It will be supported by billboard and street poster marketing.

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