Z Energy joins the collectibles craze with superhero 'Blokhedz'

  • Advertising
  • October 24, 2014
  • Damien Venuto
Z Energy joins the collectibles craze with superhero 'Blokhedz'

Z Energy has followed in the footsteps of New World and Countdown by launching a campaign that gives customers the opportunity to collect a series of collectibles when spending a certain amount of money. 

Dubbed 'Blokhedz', the campaign features a series of 16 stackable figurines, based on superheroes and villains from the DC comic franchise, which consumers can collect if they spend more than $40 either in-store or on petrol (purchases of tobacco products cannot be used to redeem BlokHedz).

The campaign—which was created by JWT as the lead agency, MBM and Mediacom for media, and Heyday for digital—is currently being promoted via a short YouTube clip and a specially dedicated section of the Z Energy website, which features profiles of all the characters available for collection.  

In addition, Z Energy also ran a Facebook teaser, which asked the online community to guess what the company was up to.

This campaign was however inundated with comments from one over-enthusiastic commenter named Mat Wihapi who seemingly took it as an opportunity to share as many celebrity names as possible. 

 

           

The BlokHedz characters are distributed randomly, which in turn means that customers might collect doubles over the course of the campaign. But Mark Forsyth, the general manager of retail at Z Energy, isn't concerned about this.  

“Half of the fun comes from collecting and trading the characters to try and get the full set – and the fastest way to do this is to join forces with family and friends," says Forsyth. "The other half is taking on family and friends in Blokhedz games and challenges – like building the biggest or craziest stack."

In the case of New World, the desperation on the part of collectors to get the full set of miniature grocery items led many Kiwis to Trade Me, where they bought or traded collectibles from others.

And while the hype surrounding collectibles has taken off in the past, not everyone is so enamoured with the concept. In June this year, Kath Dewar, the managing director of marketing business at GoodSense, criticised Countdown for its DreamWorks campaign, which she said a) led to children pestering their parents to buy products and b) raised some serious environmental concerns.     

"In the UK, research shows £2billion (NZ $3.82billion) a year is spent by parents on things they don’t need as a result of ‘pester-power,’" said Dewar in the article. "While 50 percent of parents explain to their children they simply can’t afford the items, always a fun conversation, as many as 10 percent just buy the item finding resistance ‘too hard’. So there’s no doubt pester-power is effective and puts an added strain on households already facing hardship."

Given that The Blokhedz figurines are based on comic book characters that will almost certainly appeal to younger target market, this campaign could also potentially lead to parents being pestered to spend more in order to collect another character. And while this is certainly a moral grey area in terms of marketing, the success of New World's collectible campaign suggests that Kiwis don't mind being given random items as part of a retail experience from time to time.                        

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Handing over the reins: Louise Bond reflects on years with PHD Group following move to chairperson
features

Handing over the reins: Louise Bond reflects on years with PHD Group following move to chairperson

Following Louise Bond’s move from CEO to chairperson of PHD New Zealand, we sit down with her to talk about her decision to step down, where her journey with PHD began and how the group is moving into the future.

Ads of the Week: 4 December

  • TVC of the week
  • December 4, 2018
  • StopPress Team
Ads of the Week: 4 December

Round of applause to Hello Fresh, Warehouse Stationery and Barkers.

Read more
Breaking through the Chinese Wall
Sponsored content

Breaking through the Chinese Wall

There’s an old Chinese proverb: “All things are difficult before they are easy”. Chinese Herald owner Lili Wang has turned the difficult task of breaking into the local Chinese market into a much easier proposition.

Social scoreboard

Zavy and StopPress have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

topics
The Stoppies 2018
The Stoppies 2018
In February (Valentine's Day to be exact), StopPress gathered the industry for an evening of ...
Follow The Money
Follow The Money
Follow the money. It’s an axiom that journalists have believed in for years and a ...
Regional Rundown
Regional Rundown
StopPress takes a trip down the country to see who the audiences and agencies are ...
Beyond the Page 2018
Beyond the Page 2018
In conjunction with the MPA, the Beyond the Page series shows how some of the ...
Insight Creative
Insight Creative
Insight Creative specialises in shaping business stories out the core insights that often lie under ...
Beneath the Surface
Beneath the Surface
In this series, brought to you by Microsoft, we talk to a conceptual photographer, illustrator ...
20/20 (tele)vision
20/20 (tele)vision
Media consumption is changing. But by how much?
The Hot List
The Hot List
Our rundown of the hottest shows, brands and creators in New Zealand media. 1. magazine ...
Cannes Lions 2017
Cannes Lions 2017
All the winners, the shortlists and the drama from this year's edition of advertising biggest ...
Merger Mania
Merger Mania
All our stories on the nation's two failed mergers in one place
Bauer Beyond the Page
Bauer Beyond the Page
When it comes to creating branded content, there are few better in the Kiwi market ...
The Indies
The Indies
Over the course of this series of articles, we look at how always-nimble indy agencies ...
AdRoll on automation
AdRoll on automation
Marketing automation is tipped to eventually become the only way advertising is traded in the ...
Game Changers
Game Changers
It’s all about PEOPLE. Join us as we discuss global insights, ideas and innovations from ...
TVNZ-NZ Marketing Awards 2015
TVNZ-NZ Marketing Awards 2015
Celebrating all the winners of the 2015 TVNZ-NZ Marketing Awards.
Future Tense
Future Tense
In a new series, StopPress talks to a range of newsmakers currently trying to shine ...
Beyond the Page
Beyond the Page
In conjunction with the MPA, the Beyond the Page series shows how some of the ...
Up Country
Up Country
In conjunction with News Works, the Up Country series talks with some of New Zealand's ...
Sounding off
Sounding off
As part of a content partnership with MediaWorks, we've asked a few of the company's ...
StopPress Podcasts
StopPress Podcasts
We sit down for a chat with industry leaders to find out what they're up ...
TVNZ-NZ Marketing Awards 2018 best retail: The Warehouse
news

TVNZ-NZ Marketing Awards 2018 best retail: The Warehouse

After three decades of consistent sales and bargains, The Warehouse took the plunge and introduced a new low-price strategy in an effort to stabilise the business model and win back the trust of once-loyal customers. We take a look at this year's best retail.

When not to target new New Zealanders

  • Voices
  • December 3, 2018
  • Carl Sarney
When not to target new New Zealanders

“I never thought of myself as ‘Asian’ until I moved to New Zealand, I’m not Asian, I’m Chinese, and I’m not just Chinese, I’m Shanghainese.” These words from a Chinese, sorry, Shanghainese person I interviewed helped me realise how foolishly blunt New Zealand marketers are being when they say they want to target ‘the Asian population’.

Read more
voices

PHD gets motivated for Movember, reflects on what the month means

  • Advertising
  • December 3, 2018
  • StopPress Team
PHD gets motivated for Movember, reflects on what the month means

PHD Group has rounded out Movember with a record number of moustaches grown, and funds raised, to support awareness for men’s health.

Read more

Made For Life: Barkers’ declaration of intent

  • Advertising
  • December 3, 2018
  • StopPress Team
Made For Life: Barkers’ declaration of intent

With the knowledge that the fashion industry is a major contributor to environmental waste, menswear brand Barkers has developed a new campaign that sets out the brand’s motivations and values for the future.

Read more

WREDA highlights popular 2018 moments for Wellington Advent Calendar

  • Advertising
  • December 3, 2018
  • StopPress Team
WREDA highlights popular 2018 moments for Wellington Advent Calendar

Wellington is counting down to Christmas with a digital snow globe for Wellington Regional Economic Development Agency's (WREDA) annual Wellington Advent Calendar.

Read more

Māori TV top boss Keith Ikin resigns

  • Media
  • December 3, 2018
  • Radio New Zealand
Māori TV top boss Keith Ikin resigns
Keith Ikin Photo: Supplied

Māori Television's chief executive, Keith Ikin, has told staff he will resign at the end of the year.

Read more
Radio survey: The Rock boasts biggest growth, More FM's numbers drop but it remains stable
news

Radio survey: The Rock boasts biggest growth, More FM's numbers drop but it remains stable

With the final radio results of the year out, it brings with it the news that New Zealand radio is in a good place. With 3.32 million New Zealanders (10+) tuning into commercial radio each week, MediaWorks and NZME have reason to celebrate. We break down the results to see how The Rock, Rhema and Newstalk ZB had great performances while The Sound and More FM lost some footing.

Clemenger Group's Perceptive and Sapien to merge

  • Advertising
  • November 30, 2018
  • StopPress Team
Clemenger Group's Perceptive and Sapien to merge

Customer intelligence agency Perceptive has announced a planned merger with behavioural science agency Sapien. Both agencies are part of the Clemenger Group.

Read more

NZDM Awards 2018: Colenso BBDO, Affinity ID, FCB and JustOne lead finalists

  • Awards
  • November 30, 2018
  • StopPress Team
NZDM Awards 2018: Colenso BBDO, Affinity ID, FCB and JustOne lead finalists

The finalists for the 2018 NZDM Awards have been announced and with 18 finalists across 11 unique campaigns, it’s Colenso BBDO leading the way.

Read more

Office decorations could prove valuable for KidsCan

  • Charity
  • November 30, 2018
  • StopPress Team
Office decorations could prove valuable for KidsCan
1989 Dick Frizzell oil painting

Earlier this week, an artwork owned by American Express auctioned off for $38,000 with proceeds going to KidsCan. Now, businesses are being encouraged to see if their offices are home to items that could be donated to charity.

Read more

Oh my reindeer: Air New Zealand helps create the nicest Christmas ever

  • Advertising
  • November 30, 2018
  • StopPress Team
Oh my reindeer: Air New Zealand helps create the nicest Christmas ever

An accidental email has a good outcome for this year's Christmas as Air New Zealand helps naughty kids make it onto Santa's nice list.

Read more

Gray Matters: life, diversity, leadership and sky

  • Voices
  • November 30, 2018
  • Graham Medcalf
Gray Matters: life, diversity, leadership and sky

Graham Medcalf takes a look at the week that was, covering meaning-of-life, diversity in ad agencies, the value of technology and the future of Sky TV.

Read more
Next page
Results for
Topics
Jobs
About

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2019 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise

Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit