The traditional car campaign in New Zealand tends to be focused on new models or retail prices. But Running with Scissors has taken a different approach with its new Mercedes-Benz brand campaign by showcasing the German carmaker’s impressive – and, in many cases, relatively unknown – legacy of invention.
The new campaign aims to reinforce Mercedes-Benz’ position as a leader in the automotive industry, beginning with the invention of the car itself and unfolding with a series of ‘firsts’, all based around the Mercedes-Benz innovations that have helped shape the industry.
“We’ll reveal these inventions, starting this month with outdoor and print, and the campaign will be supported by a TVC,” says boss one of three at Running With Scissors, Friday O’Flaherty.
The concept was the agency’s own and the outdoor and print executions have been created using international photography of individual cars. The TVC also uses international footage (from an entirely different Mercedes-Benz campaign) that has been scripted and voiced in New Zealand to support the ‘Others Follow’ message.
O’Flaherty says not many New Zealanders know that Mercedes-Benz invented the car or that it paved the way for much of the technology now seen in modern models.
“Other brands may claim leadership but Mercedes-Benz can actually substantiate this claim.”
The creative, from concept to final artwork, was developed specifically for the Kiwi market. And the gang are fairly proud of their work.
“We’ve worked closely with the Mercedes-Benz New Zealand marketing team to develop the campaign. A great deal of research and development work has been completed by both companies to ensure the messaging is clear and supported with sufficient depth of evidence and exposure for New Zealand to build a new appreciation for the Mercedes-Benz brand and its restless spirit of invention.”
Speaking of international commercials being used in New Zealand, Heineken has just released a modified version of its five litre (that’s 20 glasses worth!) DraughtKeg. The new model comes equipped with a ‘Cool Indicator’ that allows stupid people to see when it’s ready to drink, or, in press release language, when it has reached its optimum drinking temperature, which is seven degrees Celsius or below.
The DraughtKeg, which can still pour a fresh, frothy brew 30 days after cracking, was introduced by Heineken in 2005 and research showed that “consumers wanted additional cooling support” to ensure the sweet nectar was always imbibed at the right temperature. Obviously, ‘leave it in the fridge for 10 hours’ just wasn’t adequate.
The TVC is out of Spain and was adapted for the Kiwi market by Saatchi & Saatchi. The ‘limited edition’ DraughtKeg went on sale yesterday and will set you back $40.