stoppress.co.nz https://stoppress.co.nz StopPress provides essential industry news and intelligence, updated daily. Mon, 30 Nov 2020 03:08:33 +0000 en-US hourly 1 https://wordpress.org/?v=5.5.3 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 The Faces of our Industry: Melissa Taylor https://stoppress.co.nz/stoppress-series/faces-our-industry/the-faces-of-our-industry-melissa-taylor/ https://stoppress.co.nz/stoppress-series/faces-our-industry/the-faces-of-our-industry-melissa-taylor/#respond Mon, 30 Nov 2020 03:02:24 +0000 https://stoppress.co.nz/?p=42363 The world is changing, and with it agencies are changing too. From gender balance, diversity and inclusion, there are waves of progress happening across the board. Brought to you by StopPress with support from the Comms Council, The Faces of our Industry, proudly sponsored by Google, is a celebration of the diversity found within our [...]

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The world is changing, and with it agencies are changing too. From gender balance, diversity and inclusion, there are waves of progress happening across the board.

Brought to you by StopPress with support from the Comms Council, The Faces of our Industry, proudly sponsored by Google, is a celebration of the diversity found within our sector.

Click here to visit the rest of the series.

Although diversity and inclusion will always need to be improved, there is plenty of our industry to be proud of. The Faces of our Industry aims to flip the conversation on its head, and celebrate the amazing individuals we have in our sector.

This episode we chat to Melissa Taylor, GM agency sales at TVNZ, for whom a career in media wasn’t always the plan. After being told she wouldn’t get into an advertising course that only accepted 30 people, she applied – and was accepted. The rest is history.

Here, Melissa highlights the importance of gender diversity and strong female role models in the workplace, and shares her advice for young women coming into the industry.

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We’re calling it early: The top social post of the year. https://stoppress.co.nz/partner-articles/were-calling-it-early-the-top-social-post-of-the-year-it-might-be-the-most-popular-facebook-post-in-new-zealand-ever/ https://stoppress.co.nz/partner-articles/were-calling-it-early-the-top-social-post-of-the-year-it-might-be-the-most-popular-facebook-post-in-new-zealand-ever/#respond Sun, 29 Nov 2020 23:17:09 +0000 https://stoppress.co.nz/?p=42355 It might be the most popular Facebook post in New Zealand… ever. When checking Zavy to see the most popular social posts by New Zealand brands of 2020, I expected an even spread of posts across the Social Scoreboard brands. Instead, one post by McDonald’s dwarfed all the others in likes, shares and comments: a [...]

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It might be the most popular Facebook post in New Zealand… ever.

When checking Zavy to see the most popular social posts by New Zealand brands of 2020, I expected an even spread of posts across the Social Scoreboard brands.

Instead, one post by McDonald’s dwarfed all the others in likes, shares and comments: a disembodied hand, reaching out of a green vortex with a chicken nugget.

The engagement levels were so dizzyingly high that we thought it must have been an error. But it wasn’t. The metrics are clear: McDonald’s scored the top social post of 2020 by a massive margin – and it didn’t have anything to do with the new Kiwiburger jingle. It had everything to do with Rick and Morty and Szechuan sauce.

Top ten posts of 2020:

1. McDonald’s Szechuan Sauce post:  56,422 likes, 44,882 comments, 127,678 shares, 226% shares/like ratio (now removed)

2. KFC: 8,074 likes, 11,3238 comments, 6,827 shares, 85% shares/like ratio,

3. McDonald’s: 7,973 likes, 27,759 comments, 8,851 shares, 111% shares/like ratio

4. Whittaker’s: 22,234 likes, 21,086 comments, 1,563 shares, 7% shares/like ratio

5. Air NZ: 32240 likes, 6127 comments, 2336 shares, 7% shares/like ratio

6. KFC: 3850 likes, 3611 comments, 5893 shares, 153% shares/like ratio

7. Burger King: 1064 likes, 21378 comments, 68 shares, 6% shares/like ratio 

8. Noel Leeming: 9600 likes, 11449 comments, 816 shares, 9% shares/like ratio

9. Mitre 10: 7422 likes, 32787 comments, 548 shares, 7% shares/like ratio

10.  Air NZ: 20302 likes, 918 comments, 3074 shares, 15% shares/like ratio

This is where Zavy can be so helpful to marketers – spotting the posts that really work to engage an audience, so we can learn from them and elevate what works into our above the line marketing as well as social media.

The history of McDonald’s Szechuan Sauce

In 1998, McDonald’s US partnered with Disney on a limited-edition Szechuan Sauce to promote the animated film, Mulan. According to Mashed, the promotional material for the sauce was criticized for its “highly stereotypical depictions of Chinese culture” and the promotion ended less than a month after it launched.

In 2017, the sauce emerged again, this time in the season three premiere of the Adult Swim cartoon, Rick and Morty, and demand surged again. In response, McDonald’s US announced they would bring the sauce back for one day only – but distribution issues meant that many fans, dressed in Rick and Morty cosplay, lined up for hours, only to miss out. There was a huge backlash. McDonald’s issued a public apology…and then released 20 million packets of the sauce in 2018, alongside a podcast investigating the distribution issues in 2017.

But, thanks to the internet and the global fan-base of Rick and Morty, Szechuan Sauce was an ace up their sleeve: a trump-card McDonald’s could play at any point to spark major fan engagement.

McDonald’s New Zealand leans into one of fandom’s biggest in-jokes

Fast forward to early 2020. The Rick & Morty Szechuan Sauce meme is listed on Know Your Meme, but not on McDonald’s menus.

Until 3 March, when seemingly out of the blue, McDonald’s New Zealand posted an image to Facebook showing a hand emerging from a green portal, with the caption: “Coming soon, the best sauce in the universe.” For the people who knew – i.e., Rick and Morty fans – this could only mean one thing: Szechuan Sauce was coming to New Zealand.

That single post earned 56,422 likes, 44,882 comments, 127,678 shares, and a 226% shares-to-like ratio. McDonald’s New Zealand’s Social Score soared to 6,578. For comparison, Air New Zealand leads the StopPress Scoreboard this week with a score of 1,020, and Kiwibank’s “I am hope” campaign was the most shared in 2019, with four posts that were collectively shared 23,000 times.

Media coverage quickly followed. McDonalds announced that 200,000 packets of the sauce would be available, alongside a new fifty-pack of McNuggets. “We wanted to give Kiwis the chance to try one of the rarest sauces in the world”, McDonald’s New Zealand’s Managing Director told The Herald, adding that the quantity worked out to roughly one sauce for every 25 people in the country.

Radar shows that Rick and Morty was a major part of the conversation around this story. McDonald’s has taken the post down, so we can’t take a look at comments, but judging by global coverage of the post (Screenrant commented that New Zealand is one of the safest places in the world, “though that was before McDonald’s Szecuhan dipping sauce arrived”) there was probably a number of international fans helping drive engagement.

Takeaways for marketers

When you’re a brand the size of McDonald’s, you can expect to become part of pop culture and be referenced from time to time. The critical piece for marketers is knowing when it’s happened and understanding the pop culture you’ve become a part of. As Ocean Spray demonstrated recently, when your brand is caught up in a meme, if you show that you get the joke, you can join in and make the most of the opportunity. That’s why tools like Zavy are powerful: you can quickly see what the conversation around your brand is and identify the best way to enter into it.

We don’t know how McDonald’s New Zealand’s came to tap into the Szechuan sauce meme. Perhaps someone on their team knew Rick and Morty, understood the depth and scale of the show’s fanbase, and saw an opportunity for some major social engagement. By demonstrating that they got the joke, they did just that. And, one can only guess, activated fans who weren’t planning on visiting Maccas that day to make the trip, get the sauce, and join the fun.

Want to learn more about how Zavy can help you make big moves on social? Get your Zavy score.

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“We are sorry” – Stuff issues public apology to Māori https://stoppress.co.nz/news/we-are-sorry-stuff-issues-public-apology-to-maori/ https://stoppress.co.nz/news/we-are-sorry-stuff-issues-public-apology-to-maori/#respond Sun, 29 Nov 2020 21:36:13 +0000 https://stoppress.co.nz/?p=42352 Stuff has held itself accountable for wrongs to Māori – today publishing the results of an investigation into itself, and issuing a public apology for the way the media organisation has portrayed Māori from its first editions to now.  Tā Mātou Pono | Our Truth, led by Pou Tiaki editor Carmen Parahi and editorial director [...]

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Stuff has held itself accountable for wrongs to Māori – today publishing the results of an investigation into itself, and issuing a public apology for the way the media organisation has portrayed Māori from its first editions to now. 

Tā Mātou Pono | Our Truth, led by Pou Tiaki editor Carmen Parahi and editorial director Mark Stevens, shines a light on the way Stuff has been racist in its past and contributed to stigma, marginalisation and stereotypes against Māori. 

About 20 Stuff journalists from across the country worked on the project, which examined all digital and print publications, verticals from business to sport, and even Letters to the Editor. 

In an editorial by Stevens, he writes: “Our coverage of Māori issues over the last 160 years ranged from racist to blinkered. Seldom was it fair or balanced in terms of representing Māori.

“We are sorry. But apologies are hollow without a commitment to do better in the future. The distance left to travel on our journey includes ongoing consultation and engagement, ensuring our journalism is for all New Zealanders and trying to repair our relationship with Māori. That will take time and effort, and from time to time we might stumble. We will, though, continue to hold ourselves to account.”

Stuff CEO Sinead Boucher says Tā Mātou Pono is one of the most significant investigations the company has undertaken, borne out of the organisation’s new Charter – which sets out principles to guide the business in the future. 

“The Stuff Charter sets down a pou tiaki (guard post) to ensure we guard against this kind of inequity in our reporting and business practices in the future.

“Our wish is to be a trusted partner for tangata whenua for generations to come.”

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Voting now open for oOh! New Zealand’s Innovation Awards 2020 https://stoppress.co.nz/news/voting-now-open-for-ooh-new-zealands-innovation-awards-2020/ https://stoppress.co.nz/news/voting-now-open-for-ooh-new-zealands-innovation-awards-2020/#respond Thu, 26 Nov 2020 23:14:50 +0000 https://stoppress.co.nz/?p=42332 oOh!media is calling the New Zealand marketing and media industry to vote for this year’s best and most innovative Out of Home campaigns, in the second edition of the oOh! Innovation Awards. Until Wednesday 9 December, voters can recognise and celebrate the campaigns that delivered great results for brands.  A select group of 10 finalists [...]

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oOh!media is calling the New Zealand marketing and media industry to vote for this year’s best and most innovative Out of Home campaigns, in the second edition of the oOh! Innovation Awards.

Until Wednesday 9 December, voters can recognise and celebrate the campaigns that delivered great results for brands. 

A select group of 10 finalists have already been chosen from an impressive array of campaigns: Swisse Women’s Multi; Spark at Quay Hub; Get it on Neon; Countdown Grower Fresh; McDonald’s El Maco; The Electoral Commission’s 2020 voting drive; ‘The Invisible Man’ by Universal Pictures; 2degrees’ It Makes Scents; Sony Pictures’ ‘Little Women’; and Vodafone’s Endless Data. 

The campaign that receives the most votes will win, and take home $10,000 worth of media spend. There is also an Apple Watch SE prize up for grabs for a lucky voter, to be selected via a random draw.

Nick Vile, oOh!media New Zealand’s General Manager, says the Innovation Awards recognises campaigns that stood out from the crowd during a challenging year.

“Despite the circumstances, creativity has continued to shine in Out of Home across the country.

“Advertisers have been getting out there and putting their best creative feet forward, really maximising the impact of oOh!’s Street Furniture and Retail assets for a wide range of their clients. 

“We’re very proud of these efforts and want all involved – from planning and booking to creative execution – to be recognized accordingly. It’s certainly been impressive, and we wish everyone all the best as the voting begins.” 

The winner will be announced on Monday 14 December. Voters can see campaign descriptions and credits, and have their say, at oohmedianz.com/innovation-awards-2020/

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The Pressies 2020: Best Use of Social Media and Best Integrated Campaign https://stoppress.co.nz/stoppress-series/the-pressies-2020-best-use-of-social-media-and-best-integrated-campaign/ https://stoppress.co.nz/stoppress-series/the-pressies-2020-best-use-of-social-media-and-best-integrated-campaign/#respond Thu, 26 Nov 2020 22:37:26 +0000 https://stoppress.co.nz/?p=42330 In celebration of the country’s most impressive PR, experiential and social media campaigns, StopPress chats to all the winners at The Pressies 2020. Special Group and Tourism New Zealand took home gold for ‘Good Morning World’ in the Best use of Social Media and Best Integrated Campaign categories.  StopPress: How did you come up with an idea that set the tone [...]

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In celebration of the country’s most impressive PR, experiential and social media campaigns, StopPress chats to all the winners at The Pressies 2020. Special Group and Tourism New Zealand took home gold for ‘Good Morning World’ in the Best use of Social Media and Best Integrated Campaign categories. 


StopPress: How did you come up with an idea that set the tone for the world every day for a year?

Rory Gallery

Rory Gallery, head of strategy, Special Group: It’s a truism that people come to New Zealand for the scenery, but leave talking about the people. Our brief in 2018 was to evolve the 100% Pure New Zealand positioning from being about the place, to being a focus on the uniquely welcoming experience that tourists here experience. We wanted to demonstrate this welcome to the world through an ‘act’ rather than a traditional ‘ad’, and so Good Morning World was born. Real Kiwis sending out a message to the world, every day for a year. The scale of the commitment – 366 films – was vital in communicating just how welcoming New Zealanders are.

StopPress: How did your agency partnership help you to deliver this award winning campaign?

Brodie Reid

Brodie Reid, director, marketing, Tourism New Zealand: This was a collaborative effort that involved working with our global whanau, visiting our respective markets, engaging with stakeholders across New Zealand and of course hundreds of mini shoots. The relationship that we developed with Special during that time was critical to pulling this off and it now feels like we all are very much part of a tight team.


For more winner interviews from The Pressies 2020, click here.

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The Pressies 2020: Best use of media relations https://stoppress.co.nz/stoppress-series/the-pressies-2020/the-pressies-2020-best-use-of-media-relations/ https://stoppress.co.nz/stoppress-series/the-pressies-2020/the-pressies-2020-best-use-of-media-relations/#respond Thu, 26 Nov 2020 22:26:10 +0000 https://stoppress.co.nz/?p=42323 In celebration of the country’s most impressive PR, experiential and social media campaigns, StopPress chats to all the winners at The Pressies 2020. Mango Communications and New Zealand Aids Foundation took home gold for ‘Sperm Positive’ in the Best use of media relations category.  StopPress: When you came up with the idea, did you have [...]

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In celebration of the country’s most impressive PR, experiential and social media campaigns, StopPress chats to all the winners at The Pressies 2020. Mango Communications and New Zealand Aids Foundation took home gold for ‘Sperm Positive’ in the Best use of media relations category. 

StopPress: When you came up with the idea, did you have any idea how much global traction it would receive?

Chloe Leuschke

Chloe Leuschke, Group Business Director, Mango: We knew the idea had the potential to spark conversations across the globe and media relations was essential to the success of the campaign. Our strategy was to pitch hard locally to secure the foundation coverage, then we took it to the major international outlets and wires. You can never be 100% sure with earned media, especially with such a sensitive subject, so while we thought we’d be able to secure some hits overseas, we didn’t quite expect the incredible pick up that we received. We had more than 400 pieces of coverage, from CNN to The Guardian, Huffington Post and TV across Australia, Spain, France, China and more. In the end it became almost impossible to track and interpret all the coverage. Importantly the coverage sentiment was overwhelmingly positive throughout. We were thrilled with the results and that a small-budget campaign from New Zealand could have such an impact across the world.

StopPress: How did your agency partnership help you to deliver this award winning campaign?

Anthony Walton

Anthony Walton, Marketing Team Lead, New Zealand Aids Foundation, NZ: HIV stigma is still prevalent in our society and therefore a very sensitive subject to address on a mass scale – so we’re incredibly grateful to Mango and DDB for navigating a complex brief to deliver a well-thought-out, courageous concept that included the voices of people living with HIV. With a range of stakeholders on board and varying opinions throughout the campaign’s development, the team managed to work through many rounds of feedback to create a campaign that everyone involved was proud of and excited by. The volume of international media attention the campaign received was far greater than anything we expected, with huge potential to have a tangible positive impact on the lives of people living with HIV across the world.


For more winner interviews from The Pressies 2020, click here.

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The Pressies 2020: Best Community Management Impact https://stoppress.co.nz/stoppress-series/the-pressies-2020-best-community-management-impact/ https://stoppress.co.nz/stoppress-series/the-pressies-2020-best-community-management-impact/#respond Thu, 26 Nov 2020 22:10:31 +0000 https://stoppress.co.nz/?p=42317 In celebration of the country’s most impressive PR, experiential and social media campaigns, StopPress chats to all the winners at The Pressies 2020. Mango Communications and Metlife Care took home gold for ‘Virtual Village’ in the Best community management impact category.  StopPress: Sometimes getting to simple can be hard, how did you do it? Max Burt, [...]

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In celebration of the country’s most impressive PR, experiential and social media campaigns, StopPress chats to all the winners at The Pressies 2020. Mango Communications and Metlife Care took home gold for ‘Virtual Village’ in the Best community management impact category. 


StopPress: Sometimes getting to simple can be hard, how did you do it?

Max Burt

Max Burt, senior account director, Mango: The good thing about a crisis is it provides a very tight brief. We were very clear what our task was and the timeframe we needed to deliver in. Those sorts of parameters strip away the complexity and crystalise what you’re trying to do. In this case we knew we had thousands of residents across the country who would have their daily routines disappear overnight, and it became very apparent that if we could address that simply it would make a meaningful difference. It was also very helpful that at its heart this was a client-driven project championed by a passionate team at Metlifecare.

StopPress: How did your agency partnership help you to deliver this award winning campaign?

Kate Drury, brand manager, Metlifecare: Metlifecare and Mango have worked together for around five years. Our business is very complex, and having a partner that understands our operation, with an account team who have spent time in the villages getting to know our residents and our staff proved invaluable in a time of crisis. 

Our partners at Mango could therefore instantly understand the scale of the challenge in front of us as we entered lockdown, with thousands of residents relying on us for connection, support and entertainment – delivered safely! This helped them to place exactly the right idea in front of us at the right time, with the right partners to enable us to scale up the idea at a lightning pace. Not only did they successfully customise an off the shelf product platform in a couple of days, they then commissioned a MET TV series, and lots of quizzes and activities to bolster content. The success of this project and high engagement with residents and retirees in the community would not have been possible if Mango people didn’t know our business so well.


For more winner interviews from The Pressies 2020, click here.

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The Pressies 2020: Best Strategic Thinking https://stoppress.co.nz/stoppress-series/the-pressies-2020-best-strategic-thinking/ https://stoppress.co.nz/stoppress-series/the-pressies-2020-best-strategic-thinking/#respond Thu, 26 Nov 2020 22:00:36 +0000 https://stoppress.co.nz/?p=42303 In celebration of the country’s most impressive PR, experiential and social media campaigns, StopPress chats to all the winners at The Pressies 2020. Special Group and Tourism New Zealand took home gold for ‘Tourism New Zealand – NZ Says 39’ in the Best Strategic Thinking category.  StopPress: How did you use cultural insight to crack [...]

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In celebration of the country’s most impressive PR, experiential and social media campaigns, StopPress chats to all the winners at The Pressies 2020. Special Group and Tourism New Zealand took home gold for ‘Tourism New Zealand – NZ Says 39’ in the Best Strategic Thinking category. 


StopPress: How did you use cultural insight to crack the code for this idea?

Rory Gallery

Rory Gallery – Head of Strategy, Special Group: New Zealand and Japan share similar values in relation to hospitality. Omotenashi and Manaakitanga both talk to the deep importance of hospitality in their respective societies. By acknowledging and thanking our hosts for their unique hospitality we tapped into a cultural truth that enabled us to create a deep bond between the two cultures during the Rugby World Cup. 

StopPress: How did your agency partnership help you to deliver this award winning campaign?

Lauren Vosper GM PR & Major Events – Tourism New Zealand: There was a huge team involved – multiple agencies in both countries – and ultimately it was the drive of all of us to work together as one team that enabled us to pull off such a unique idea and execution in a market where we couldn’t speak their language.


For more winner interviews from The Pressies 2020, click here.

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The Pressies 2020: Best Experiential or Event Campaign https://stoppress.co.nz/stoppress-series/the-pressies-2020-best-experiential-or-event-campaign/ https://stoppress.co.nz/stoppress-series/the-pressies-2020-best-experiential-or-event-campaign/#respond Thu, 26 Nov 2020 21:57:34 +0000 https://stoppress.co.nz/?p=42289 In celebration of the country’s most impressive PR, experiential and social media campaigns, StopPress chats to all the winners at The Pressies 2020. Mango Communications and Emerson’s took home gold for ‘Emerson’s – Tiny Pub’ in the Best experiential or event campaign category.  StopPress: Tiny pub, huge results – tell us about the journey.    Brianna [...]

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In celebration of the country’s most impressive PR, experiential and social media campaigns, StopPress chats to all the winners at The Pressies 2020. Mango Communications and Emerson’s took home gold for ‘Emerson’s – Tiny Pub’ in the Best experiential or event campaign category. 


StopPress: Tiny pub, huge results – tell us about the journey.   

Brie Elder

Brianna Elder, Mango Group Business & Experiential Director: It was quite a journey when we started planning, it was a very different time and a very different world. The insights became even more relevant as we went into the new environment post-Covid, and we had a whole lot of research about how Kiwis were really missing that face-to-face time with each other and hand in hand with that was that Emerson’s were finding out what that drinking experience is, and should be and should feel like. 

So from there the Tiny Pub was born and again there was two parts to it with design and selling it in around New Zealand, but also the logistics of building a completely portable bar that was true to its origins, and had to be – Emerson’s were adamant that it had to be a proper working pub, so it had to have running water, the beer had to be served from a keg not from a bottle, it had to have a menu, it had to have proper bar staff, it had to have all the trimmings that a good, old-fashioned pub drinking experience offered. And we had to be able go around the country so that it truly could be a portable pub, see as many places and open its doors to as many people as it could. 

Just as we were about to launch, the first lockdown hit, and we were thrown into not knowing what the future would hold. It took a very brave client to take the gamble and to press on with the campaign and reignite the energy for everyone who worked on it to get it off the ground, but I think when we went to market we had an audience in New Zealand that was dying to socialise again and see each other and truly had missed their friends and missed that opportunity to have that face-to-face catch up. So we were poised to make the most of that, and I think that made it the success that it was. 

StopPress: How did your agency partnership help you to deliver this award winning campaign?

Greg Menzies

Greg Menzies, Sales & Marketing Manager, Emerson’s Brewery: In 2018, we undertook market research that highlighted an area of concern for the Emerson’s brand. Even though we are in the top five largest volume Luxury Craft Brands in New Zealand, we were slowly losing our relevance in the craft market, especially in the upper half of the North Island. This was showing up in flagging consumer awareness and declining sales. The market research indicated that Emerson’s hadn’t done anything new in years and hadn’t made an impression on the market for quite a while.

We decided on a three prong approach in 2020, first was to reinvigorate our core portfolio with more modern day craft products, introduce a solid seasonal pack beer line up to show our diversity, the third was to not be so humble and shout about our brand. It was this third prong that didn’t come naturally to the Emerson’s team, so we were introduced to Mango & DDB.

We first needed to understand Emerson’s position in the market and determine our brand conviction. What we identified is that we have an unswerving commitment to our beer and nothing but the beer, we are always “True to the Brew” and we are untraditionally traditional. So the question was asked, how to turn tradition into timelessness and make Emerson’s the approachable, authentic craft beer of choice? How do we as a brand shout about ourselves and get noticed in a cluttered market?

Mango & DDB developed an idea that is so true to Emerson’s and our ideals, the “Tiny Pub Movement”. The “Tiny Pub” was created, a Tiny Pub that had all the values Emerson’s holds true in a compact, quaint drinking experience, a quiet moment to connect, no clutter or distractions, just you and a mate coming together to enjoy a beer and a conversation.  

The effect of the campaign was immediate. Emerson’s prompted awareness had slumped during the lockdown period but the Tiny Pub tour and PR/media campaign lifted Emerson’s to an all time high of 36.7% awareness, giving Emerson’s an average of 30% awareness for 2020, up from an average of 24% in 2019. This has had a flow on effect in scan sales as well, for the last quarter we have an increase on YAGO by 28.58% value and 20.29% in volume. As a result, Emerson’s has a platform and a tremendous asset to build on the solid base Mango & DDB have created. Bring on 2021…


For more winner interviews from The Pressies 2020, click here.

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The Pressies 2020: Best Community Management Impact, Best use of Social Media & Best Strategic Thinking https://stoppress.co.nz/stoppress-series/the-pressies-2020-best-community-management-impact-best-use-of-social-media-best-strategic-thinking/ https://stoppress.co.nz/stoppress-series/the-pressies-2020-best-community-management-impact-best-use-of-social-media-best-strategic-thinking/#respond Thu, 26 Nov 2020 21:51:01 +0000 https://stoppress.co.nz/?p=42298 In celebration of the country’s most impressive PR, experiential and social media campaigns, StopPress chats to all the winners at The Pressies 2020. Fuse and Waka Kotahi NZ Transport Agency took home gold for ‘The Unsaid’ in the Best use of Social Media, Best Community Management Impact and Best Strategic Thinking categories. StopPress: How did you crack the idea to get [...]

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In celebration of the country’s most impressive PR, experiential and social media campaigns, StopPress chats to all the winners at The Pressies 2020. Fuse and Waka Kotahi NZ Transport Agency took home gold for ‘The Unsaid’ in the Best use of Social Media, Best Community Management Impact and Best Strategic Thinking categories.


StopPress: How did you crack the idea to get people sharing something that had never properly been discussed?

Brigid Alkema, executive creative diector, Clemenger BBDO: Families affected by drug driving are often too ashamed to share their own stories. So we knew we had to respect the families’ wishes, while finding a safe way to break the circle of silence.

We thought that if we found someone brave enough to put themselves out there and share their story, it would encourage others to share theirs too. We found Ashleigh, who broke that silence while promising the nation she would only return if there were more stories to share about the consequences of drug driving

David Lister, head of experience, FUSE: The challenge for this campaign was to get people to share sometimes tragic personal stories in social.  Making the Unsaid platform a safe place to share was the absolute priority. That meant navigating entrenched beliefs from lobby groups and some very strong personal beliefs on drugs in general and driving.  Community management was crucial in this campaign. The strategy of navigating the negative views, supporting the courage of genuine contributors took the page into positive sentiment and became central to the success of the campaign

StopPress: How did your agency partnership help you to deliver this award winning campaign?

Racheal Prince, principal advisor advertising, Waka Kotahi: I can’t recall ever challenging our partners and suppliers quite like we did with The Unsaid before and it was the passionate commitment from all parties that enabled this campaign to really shine.

It relied on an incredibly collaborative partnership between Waka Kotahi, Clemenger BBDO, OMD, Fuse and media owners who enabled this very agile campaign to come to life.


For more winner interviews from The Pressies 2020, click here.

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