In 2010, Frucor’s ‘crown jewel’ V, which clocks up sales of $250 million in Australasia, was becoming a victim of its own success. It had been very effective in growing consumption with existing customers, but as it already had 55 percent of the traditional energy drink market …
With a whole stack of newbies that were well-liked by respondents and strong on their branding, it was a tough job picking this month’s Colmar Brunton Ad Impact Award winner. But it seems we enjoy having a bit of laugh at ourselves, because Goodman Fielder’s Kiwi Bacon ad by Buffalo Creative and Curious came out on top with its quirky celebration of our local importation traditions—and, by extension, our local pigs.
…because Colmar Brunton’s resident yoof expert has moved up the ladder, Porter Novelli is hailing its new leaders, Alice Moros has traded Mango for a Haystac, BNZ and Duco have signed up Richard Branson to spread his entrepreneurial gospel in New Zealand, Coca-Cola has appointed a new general manager for Oceania, PPR has a new account manager and Getty Images has added few more snaps to its arsenal after the acquisition of Photolibray.
With the monster truck, rocket man and ladders campaigns, Colenso BBDO’s marketing initiatives for V have gained a well-deserved reputation as attention-grabbers and conversation starters. And its latest push, which features a large paintball truck splattering humpty dumpty on a wall, has done it again, tickling consumers pink in May’s Colmar Brunton Ad Impact Awards.
In our debut Colmar Brunton nzgirl Tracker, we uncovered some noteworthy social media statistics. While we’re all aware of high usage of Facebook (our results show 70 percent of respondents check/update Facebook daily or more), we were surprised by the sheer size of the networks: 65 percent had between 100-400 friends and the average number was 300.
Whittaker’s took the top spot in the April Ad Impact Awards for its fun take on good ol’ fashioned kiwi honesty in the Swear By The Slab campaign by Assignment Group.
While the way of the woman may be a little difficult to figure out at times, Colmar Brunton is hoping to gain a little insight by working with nzgirl.co.nz. The two have teamed up to to create the Colmar Brunton Women’s Monitor, a monthly survey that nzgirl innovations director Jenene Freer says will take a unique approach to questioning on attitudes.
Colmar Brunton has long been dabbling in the field of customer service research, most recently in last year’s Distinctive Customer Experiences Survey, which showed, slightly surprisingly, banks were the best-performing sector. Now it’s taking its findings to a wider audience and teaming up with Fair Go for a regular monthly section that identifies New Zealand’s “customer service champions”.
After taking out the big one at the Marketing Awards last year, selling its wares to over 580,000 customers and bringing home a few other weighty accolades in its 18 month history, 2degrees and TBWA\ are already well-accustomed to winning. And it can add another trophy to the box sitting in Rhys Darby’s attic after the new Bruce and Brian spot was judged the winner of the March edition of Colmar Brunton’s Ad Impact Awards.
Colmar Brunton’s latest study into the mysterious yoof realm has put 20 somethings under the microscope and some of the results show why marketers shouldn’t be treating those aged between 15 –30 as one group.
The All Blacks are everywhere these days, flogging houses, beer, Coke Zero, undies, national airlines, deodorant, sporting gear and a massive range of other products. And after the consumer votes were tallied by Colmar Brunton for February’s round of the Ad Impact Award, Rexona’s All Black-laden ‘Rituals’ ad by Naked Communications Sydney and Curious Film’s Lance Kelleher has taken out the top spot.
As part of its Better Business, Better World study, Colmar Brunton probed over 2500 New Zealanders to see what they thought of—or knew about—sustainability. And when it comes to the brands Kiwis perceive as being the most sustainable, ecostore, Toyota, Meridian, Air New Zealand and The Body Shop were named as the top five.
The consumers demanded that it be brought back. Tip Top listened to them. And it seems the Grapefruit and Lemon Fruju fairytale continues, because Colenso BBDO’s new spot for the quintessential summer treat has won the first round of Colmar Brunton’s Ad Impact Award.
In what some marketing experts claim is the best thing since sliced bacon, Colmar Brunton has joined forces with StopPress to bring you a new—and particularly useful—addition to the website. So, dear readers, let us introduce you to the Ad Impact Award, a monthly honour that will be bestowed on the TV brand ads that are proven to have the biggest impact on consumers—and therefore get more bang for the client’s buck and better results for the brand.
In slightly surprising news, New Zealand’s banks are leading the way when it comes to customer service, with one-third of respondents to the Colmar Brunton Distinctive Customer Experiences Survey of 1020 New Zealanders saying they had a particularly good experience when dealing with their bank in the past 12 months. And, in slightly less surprising news, telecommunications companies still have plenty of improving to do, with one in five Kiwi consumers claiming to have had a negative experience when dealing with their telco provider in the same period.
Colmar Brunton is in the midst of launching its new Youth division, bringing in Spencer Willis of 18 and 18tracker fame to spearhead the initiative. And it looks like he’s brought one of his old habits with him, because he’s started producing free reports on youth culture for general consumption and entertainment. And the first of many out of the newly named CByouth camp is ‘Baby Boomer Dad’s and Gen Y Sons’.
What are Kiwis doing online? And, more importantly, how do they feel about it? 2010 has seen some fantastic research into both social media use and its relationship with business. Here’s some of the best.
News that Colmar Brunton’s Croftfield Lane call centre in the North Shore would close before Christmas with the loss of 50 jobs surfaced today after Unite Union national director Mike Treen blabbed to the media. But chairman Dick Brunton and field services manager Donald Carter say the union has jumped the gun and, strictly speaking, the call centre’s closure is still a proposal.
Numbers are crunched by The Media Counsel this week: The % of NZ’s who travelled to get away from someone The % of people downloading Amazon e-books instead of paper The number of software apps in Microsoft Office Starter 2010
Colmar Brunton has been tracking the pulse of the nation for the past three years, and we’re starting to see a more positive outlook from New Zealanders across a whole range of indicators, mirroring the shifts that have been noted recently in the business sector.
People are increasingly positive …