Being the best is a marketing paradox. Why bother with claiming your product is the greatest when you can create a much more unique position? Carlsberg and TBWA have done just that with a new campaign that tempts beer drinkers with the possibility of the best.
Industry happenings at Sparcmedia, Spark PR & Activate, JWT New Zealand, Omnicom Media Group, PwC, The Instillery and Aquire Online.
API, the parent of Health Basics and other recognisable brands, took a gamble and launched a new beauty brand to prove the capability of local manufacturers and take on the big guys.
Our weekly wrap of good things, strange things, funny things, inspiring things and other things from inside the intertubes.
In the wake of last week’s commercial radio celebrations, Radio New Zealand has something to cheer about following the release of its survey results by GfK. RNZ National has maintained its spot at number two for audience reach against its commercial competitors and saw growth where other news stations saw a drop.
Receptive.tv director Sam Aldred takes a look at the rise of global entities to find the battle between Sky TV and Fairfax, NZME and TVNZ is the wrong one.
‘Just do it’, it’s ‘Sure to rise’ and ‘Finger lickin’ good’. Read over these slogans and you immediately know the brands behind them. Slogans, in any context, can immediately trigger brand recognition and all a company stands for—something ASB recently confirmed when changing its slogan back to ‘One step ahead’. We take a look at the decision and why the once retired idea still works today.
Vice Media’s sales and marketing director Jamie Brewer says his team has an internal mantra that they try to apply regardless of what type of content they’re producing. “We always tell each other, ‘don’t be shitty,’” he says. And recently he’s put this mantra to the test in a three-part documentary series for Tokyo Dry.
PlayStation is breaking down the stereotype that gamers are slothful, motivation lacking humans in a new ‘Greatness Awaits’ campaign featuring a two minute epic brand film, The King.
99 is celebrating the win of New Zealand’s largest listed property company, Kiwi Property.
SodaStream teaches consumers how to not piss off Mother Earth in a clever Game of Thrones Parody.
A new generation of shoppers is driving demand for brands to make a positive social impact, and speakers at the PwC Herald Talk on Conscious Business say it’s about building value through values.
Earlier this year, Cigna acquired the GrownUps website, opening the door to new insights and a greater understanding of the 50-plus market. And while it’s still early days, Cigna chief executive Lance Walker says marketers across the industry should be following suit and taking the time to better understand this important market.
TRA managing director Andrew Lewis thinks we would have seen Donald Trump’s victory coming if we listened to social media. But how? Zavy is raising funds to create a tool with all the answers.
Eight months into his new role, 2degrees’ chief marketing officer Roy Ong has already launched a campaign, finalised a pitch and reorganised his team. He sets aside a few minutes to chat about his plans for the business.
Santa might be the one riding a sleigh and traveling down chimneys but that doesn’t mean his wife should miss out on the fun of giving, a point Marks and Spencer raises with its epic tale ‘Christmas with love from Mrs Claus’.
Contagion headed to Wall Street to promote Harmoney’s peer-to-peer lending, asking money lenders on New York’s most infamous lending street… wait, no they didn’t. They went to a quieter Wall Street in Hamilton, New Zealand, instead.
It might seem advertising feeds our capitalist society but sometimes agencies offer up their creativity to support a cause. Sugar Partners and Phantom Billstickers recently proved that point when backing efforts to save Otuataua Stonefields Historic Reserve in Auckland by launching and promoting a virtual occupation of the land.
When creating a marketing campaign, ‘death’ and ‘pledge’ are typically words to avoid, unless you want your customers to think you are locking them into something sinister. But BNZ and Colenso BBDO have purposefully pulled these unused words out of the hat to create a new meaning for mortgages across a technical campaign.
We all like free things. However, the rise in SVODs has made audiences accustom to paying for entertainment. Stepping in to remind Kiwis that content doesn’t have to come at a cost is Freeview, with a ‘How good is free’ campaign by TVNZ Blacksand.
Last year, Squatty Potty went viral for using a prince and unicorn-poop soft serve ice creams to demonstrate how to have the best poop of your life. And now the prince and unicorn are back to give you the best smelling poop.
Hats off to Warehouse Stationery, Vodafone, MediaWorks, Rodney Wayne and The Co-operative Bank.
The Co-operative Bank is the latest brand to call on Kiwi kids to help in a campaign. However, rather than drawing to attention their incredible imagination, a series of videos, via Socialites, examines how fair they are and how much banking knowledge they have
With Facebook, Instagram, Snapchat, Twitter, YouTube and Pinterest popping up alongside all the traditional media channels, brands are spoiled for choice these days. The only problem is that a significant amount of budget is being spent on the wrong choices, according to a recent study conducted by TNS.
It’s time to tick off those to-do lists according to Warehouse Stationery, which in a new brand proposition by 99 is showing off the capabilities of its products. It’s hope is to build consumers’ emotional connection to the brand and create context for a product range that extends well beyond traditional stationery.
With far too many Kiwi kids getting sick with rheumatic fever, the Health Promotion Agency was tasked with building on its previous campaigns to try and stamp out the preventable illness.
2016 has been the year of Justin Bieber. So how did this once cringe-worthy teenage pop sensation turn into a worldwide superstar, and what can brands learn from his transformation? TRA marketing coordinator Claire Tutill takes a look.
It’s that time of year again. We look at the winners, the losers and drama of the latest edition of the Radio Survey results.
The radio survey period always arrives as a massive explosion of excitement across the industry. Everyone is declared a winner and cold beverages are handed out like promotional freebies. And as MediaWorks group content director Leon Wratt sits down for a chat, he confirms the radio industry is still as enthusiastic as ever.
Turned off TVs are not typically a source of inspiration, but DDB and the Sky Arts channel want to bring some beauty to blank TV boxes with ‘Art Your TV’.