Insurance companies and creativity aren’t normally known to rub shoulders, however, Vero and Big have teamed up with something a little different for its latest campaign released on Monday night.
Sugar & Partners has been named as the Blues lead strategic and creative agency after a competitive pitch, with the long-time incumbent Big deciding not to participate in the review.
If you believe the NZ on Air media consumption study, music is moving online faster than other content. But you can still reach 83 percent of the country over a week with radio and approximately one in ten New Zealanders each day across just four stations, RNZ National, The Edge, ZM and Newstalk ZB. As a result, the ad spend figures for radio are holding firm. And two brands have used the medium in interesting ways recently, with World Wide Fund for Nature putting an ad inside a song for its Last 55 campaign and Land Rover going long to celebrate its heritage.
For many years, Vero has taken a bovine-heavy approach to its advertising. And while Sensation, the company’s 1200kg Black Angus bull mascot who burst onto the scene in 2003 when Big launched the brand in New Zealand, features at the end of its new 60 second spot, the company has taken a different, more serious tack in an effort to show that insurance ‘is not about things going wrong, it’s about an insurer putting them right’.
The recent Warriors campaign was all about the fans—and the emotional rollercoaster they ride every year. The wider Super Rugby competition has embraced the fans too with its Play Your Part campaign. And the Blues and its agency Big have also tapped into that supporter-focused sentiment with Join the Game.
Jaguar drivers seem like they’d probably be more familiar with ‘tally ho old chap’ than ‘OMG! LOL!’. But that hasn’t stopped the premium car brand and its agency Big from using the line ‘WTXF?’ in a new campaign for its XF model that’s appearing on super-sized billboards in the main centres and on extra large online banners.
Land Rover started off not long after World War II when a farmer in the UK stripped a battered army jeep and decided to build something more appropriate. 65 years on and the cars are certainly a whole heap more luxurious, but the brand hasn’t forgotten its roots, and Big Communications is showcasing this evolution with a new campaign that has given the international creative a local twist.