Part 143 in an occasional series, this time starring Tenfold Creative and Jennian Homes, Mission Hall and Arthritis New Zealand, JustONE and the Topp Twins, Levi’s and Wieden + Kennedy and a ‘social-film’ by Toshiba and Intel.
Home is where the dreams are
Tenfold Creative won the Jennian Homes business a few months back and it has just set its first major campaign free.
Renee Sterne was the creative director and Greg Page from Flying Fish was on directorial duties. The song is an original composition for Jennian written by Rikki Morris and performed by emerging Kiwi artist Sam Allen (the song also features on the radio ads).
It’s a fiercely competitive market—and fairly sickly housing consent numbers make it even more competitive—so Jennian needed a compelling point-of-difference. As such, Tenfold also designed a new brand identity, including new stationery, signage, magazine and brochures.
Brendon Gleeson founded Tenfold almost two years ago and it now employs six people. It has completed work for JK Kids, Farmers, Ziera, Countdown, Dick Smith, Sunbeam, The Heart Foundation and Marley.
Most people think of arthritis as an old person’s disease. But Wellington agency Mission Hall was challenged by Arthritis New Zealand and Abbott Laboratories to create an awareness campaign highlighting a form of arthritis called Ankylosing Spondylitis (AS) that affects mainly young men.
“It had to be response driven and measurable. It had to offer a positive solution or way forward for young men who have ongoing back pain (and the women in their lives),” says account manager Sam Ogden. “Our call to action was to encourage them to get diagnosed and treated so that AS didn’t hold them back from living their lives.”
To illustrate this Mission Hall and Sauce created two professional looking TVCs utilising V8 champion Matt Lockwood, who lives with AS. The 30 second advertisement uses the metaphor of a spine fusing through an animation of a rusting shock absorber and the 15 second TVC conveys the message that even the young and fit can get arthritis.
Both ads drive viewers to the website, which has video interviews with Lockwood and a top rheumatologist. The campaign also uses internet banner ads for easy to measure click-through responses.
Farmlands and justONE are bringing the Topp Twins to headline the invite-only ‘party of the year’ in Dannevirke later this year after a combined customer and staff promotion put the town top of the tree, narrowly beating out Opunake and New Plymouth.
The promotion challenged customers and staff alike to increase their spend by using the store charge card for Farmlands shareholders at more accepting retailers like Repco and Noel Leeming.
The campaign had to deliver to a tight budget and leverage existing communications cleverly to ensure the campaign cut through. And it worked: overall, spend on the Farmlands Card increased by over 25 percent in the period, despite retail sales in general being very soft.
“What really drove the effectiveness of this promotion was the strong creative idea and the integration of it across all our channels including direct mail, email, instore, in our shareholder magazine and on our website. The stores have really got into it and driven encouragement of card use like never before,” says Allister Bathgate, Farmlands innovation and communication manager.
“Trying to run a sales promotion for three months is a crazy idea, but we reckoned by engaging the staff and customers alike in the chance to win the party of the year in their town, they’d keep it alive,” says Ben Goodale, managing director of one-to-one and CRM specialists justONE. “There’s a real insight into how heartland New Zealand feel passionate about their local area, and it was a great fit also with the Topp Twins.”
Go forth and multiply
Levi’s has introduced ‘Go Forth’, the first global creative platform and global marketing campaign in the brand’s 138-year history. But it’s not just a marketing slogan. Oh no. It “pays homage to the brand’s heritage and celebrates today’s pioneers who are taking action to build a new and better future”.
The new global platform, created by Wieden + Kennedy Portland, builds upon the brand’s successful 2009 and 2010 US marketing campaigns and was informed by research from around the world that shows the youth of today believe it is up to them to make the world a better place.
The first manifestation of the new ‘Go Forth’ creative platform is a global integrated marketing campaign launching in early August. Later this year, consumers around the globe can get directly involved in pioneering positive change through a Levi’s ‘Go Forth’ digital engagement programme supporting global sustainability efforts.
The campaign will include TV, cinema, print, digital and outdoor and the new creative will span 24 countries across the Americas, Europe and Asia-Pacific regions.
To bring the “Now is our time” sentiment to life, it tapped renowned director Ralf Schmerberg to create a 60-second short film featuring scenes of the German landscape from Berlin to the Baltic Sea and the real pioneering youth of Berlin to deliver a message of hope and empowerment. The spot features the poem ‘The Laughing Heart by American poet, novelist and short story writer, Charles Bukowski.
The print, digital and outdoor advertising features Levi’s jeans in action as captured by photographers Jeff Luker and Randall Mesdon.
Youtube VideoWhat do you get when you cross a Hollywood actress, Toshiba, Intel, Disturbia director DJ Caruso and maybe even you? A social film, of course.
The branding content project uses the online film to tell the story of Christine (played by Emmy Rossum), trapped in a room with only a Toshiba laptop (Intel inside, of course). While the trailer depicts all the makings of a cheap thriller, it is Christine’s connection with her Facebook and Twitter pals, aided by an untraceable internet connection, who will help her on the quest to free herself.
That’s where the audience comes in: the project is calling for members of the public to submit audition videos to be selected to play Christine’s online friends. The winning entries will be screened on Christine’s Toshiba screen, fusing online gaming, social media and Hollywood in a campaign aimed squarely at the young tech-savvy audience that doesn’t typically go for PCs.
A four- or five-minute episode will be released every few days, with tweets, Facebook posts and vlogs inbetween to keep the audience trying to solve the film’s mystery, such as where is this room and why is Christina there? This will conveniently give the production team time to composit people’s videos into the Toshiba screen inside the film.
The story will wrap up in an early August episode, uncovering the mystery which can be solved by devoted watchers.