Persuading half a million Kiwis to go online and opt-in sounds like Mission Impossible, especially when the track record’s not that good and the benefits are marginal. But that’s what Spark managed to do.
DDB and Dynamo were recently appointed as the lead agencies for Beaurepaires after a pitch, relieving Clemenger BBDO of its duties. The company’s new owners, Beau Ideal, promised the brand would move in a different creative direction, meaning the long-serving Vince Martin would be put out to pasture. And that’s exactly what it’s done, with a canine mascot talking up—literally—its offer and categorising different types of New Zealanders based on their vehicle choices.
DDB and Dynamo will lead the new creative strategy for Beaurepaires after winning the automotive repair company’s advertising and media planning account, following a competitive pitch thought to have involved several unnamed agencies. And this announcement also coincided with news that Vince Martin, the face of Beaurepaires for the last 30 years, would no longer be the brand ambassador.
After choosing DDB to take over from FCB as its creative agency late last year, BMW has completed its line-up, with Rapp taking over from Twenty as its CRM agency and Dynamo, which had been working with the company on a short-term contract, being appointed as the media partner.
How does the media industry reconcile the age of programmatic buying with a strategic, long-term view of effectiveness? By setting appropriate goals—and not eating the marshmallows—writes Kate Thomas.
To launch its new Hatch, Mini New Zealand recently embarked on a mission to bring a slice of Kiwi cinema history back to life. And after asking Kiwis to show their true Blondini colours, participate in a few challenges and compete to win a place in the passenger seat during the reshooting of Goodbye Pork Pie’s classic chase scene around Lake Hawea, it’s now moved on to the second phase of the campaign and released some behind-the-scenes footage of the shoot.