Ecostore launched its first major brand campaign via DDB this week in a bid to send the message that consumers have the power to choose the kind of future they want their children to inherit. The campaign, running across various media channels, made the point that we don’t have to accept the pessimistic status quo and that we can learn from the optimism of the younger members of our society. We chat to Ecostore chief executive Pablo Kraus about the insight behind the campaign and what this means for the consumers Ecostore would like to get on its side.
The dichotomy between the optimism of the youth and the pessimism of the older generation serves as the driving force behind Ecostore’s first brand campaign.
Despite how joyful we become when we see fundraising school kids knock on our door with a box full of chocolate or cookies, sadly, we know it’s not good for us—and this is what Ecostore is pushing in a fundraising initiative campaign where it’s teamed up with four-time world shot put champion Valerie Adams for ‘Good Soap for a Good Cause,’ which might see some fundraising groups selling bars of soap instead of chocolate.
Ecostore founder Malcolm Rands recently released Ecoman, the story of his and his family’s journey ‘from a garage in Northland to a pioneering global brand’. And he’s doing a bit more pioneering to promote it—and educate more Kiwis about the nasty chemicals some of its competitors use—this time with the company’s first-ever end-of-aisle promotion in the two major supermarket chains. Plus: some glamour shots from the Ecoman book launch.
Programmatic ad buying is a cornerstone of online advertising, spread by the influence of global ad networks such as Google. But MediaWorks Interactive and Ecostore have attempted to flip that model on its head—and they are shouting from the rooftops about their results.
Ecostore and Little Treasures’ personalised magazine campaign by Special Group, Naked/Open and Salt Interactive has already earned its fair share of industry accolades, from Media Awards gold to the inaugural winner of The Glossies. And now it’s got another one to add to the list after being nominated as one of 18 finalists in the WARC prize for innovation.