The Warehouse Group outdoor gear online seller Torpedo7 has made a suitably adventurous foray into mainstream TV advertising thanks to new creative partner, fellow Hamiltonians Bettle and Associates.
Torpedo7 has used YouTube and social media advertorials and tutorials before, but not scaled the heights of broadcast TV, says Torpedo7 chief operating officer Aaron Greene.
"Torpedo7 is a relatively unknown brand in the traditional mainstream retail space and we wanted to make an impact and tell our story [to] convey who we are and what we do in a way that would resonate with the Kiwi outdoor sport customer.
"We are a uniquely Kiwi brand with our own personality and culture and TV is an opportunity to reach a large potential customer base quickly."
TV is a small part of a wider marketing plan the company launched in the last month, which will also include a lot of digital activity, says Greene.
Torpedo7 says its internal marketing team partnered with Bettle and Associates on the marketing and brand plan after talking to a number of agencies.
In an announcement on its website, Bettle and Associates says it was appointed Torpedo7's advertising and marketing partner after a competitive pitch process.
The TVC was directed and edited by Wanaka-based director, cinematographer and photographer Tim Pierce. He says he chose the locations near his home base and could enlist talent for the shoot after filming several action sports shoots in the past. The TVC was based on a three day shoot and stock footage, he says.
Greene says the concept for the commercial was conveying Torpedo7's passion for sport and the outdoors. "We wanted to inspire Kiwis to get out there and be part of it."