AA Smartfuel and Countdown are each celebrating the supermarket’s joining of the AA Smartfuel programme with new TVCs that take different approaches to the partnership.
AA Smartfuel, with Ranger and Rolfe, has brought back the familiar Edward, a Korean taxi driving character who was introduced to New Zealanders last year in a series of ads.
This year, as well as filling up his car, Edward is also seen in Countdown filling a shopping cart to make the connection between AA Smartfuel and the supermarket.
In the release, Ant Rainger of Rainger and Rolfe said the continuity of Edward’s character “was a no brainer”, but the creative challenge was as much about comprehension as it was about personality.
AA Smartfuel director Ian Sutcliffe added, the campaign was created to show New Zealanders that swiping their Onecard is a convenient way to get fuel savings, and it’s an effort that is rolling out across more than just screens.
“Think about what it means to communicate with 3.5 million cardholders,” Sutcliffe said. “TV, video, digital, You Tube pre-rolls, social, outdoor, radio, eDM’s, DM to deliver the cards, a new website, a new app, retail POS, even in-ground digital stadium billboards … the list goes on. Yes we used a wide range of channels, but we have to. This is a big story.”
Meanwhile, Countdown is celebrating the partnership with spot by Australian agency Red Jelly, which compares the feeling of swiping the new Onecard to that of mums cooking, winning the game, sleeping in and finding a hidden surprise in your lunch box.
And, if viewers missed the message in the 60-second spot, the 30-second version puts a greater emphasis on the partnership and the new Onecard.
Click on the stories below to find out more about what’s happening in the loyalty space at the moment: