KiwiPlates wants New Zealanders to embrace their individuality

KiwiPlates and Saatchi & Saatchi are encouraging people to express themselves in a campaign called ‘Whatever you’re into. Own it’.

The 30-second spot features four cars in different scenes that reflect the personalised plates, including a mum with screaming kids in the back matched with ‘L3DGND’, and two guys ready to go surfing with a plate reading ‘SIC DAY’.

The campaign will run across TV, digital and social, and includes a new-look website and logo.

KiwiPlates is operated by a New Zealand company within Publicis Communication, after it received the NZ Transport Agency tender to formally take over from Personalised Plates. Saatchi & Saatchi was appointed by KiwiPlates in March this year.

General manager of KiwiPlates Mark Wilson says New Zealanders are an eccentric bunch who play it pretty close to their chests.

“Every one of us leads different and interesting lives and has a different story to tell. Personalised plates allow you express whatever you’re into whether it’s a sport, hobby, passion, business or nickname. The Saatchi & Saatchi team have done a great job of bringing this to life through our new campaign.”

Saatchi & Saatchi chief creative officer Toby Talbot adds that for every person who had their initials, their make of car or their nickname on a personalised plate, it found there were just as many with a plate that told a story, an in-joke, a passion.

“This idea is about challenging Kiwis to get out there and ‘own it’. Immortalise their own story and their own personality through their very own plate.”