Structure, planning and order aren’t words often associated with student radio. And why should they be? The raw spontaneity of these services is exactly what makes them so appealing to the university students who intermittently tune in to listen to ramblings of young radio jocks cutting their teeth on the airwaves. And it was this rawness that FCB aimed to tap into with a series of radio ads and online videos created to promote local documentary Radio Punks: the student radio story, which recently aired on Prime TV.
This year, 25 April marks the centennial anniversary of the Anzac landings at Gallipoli, a poignant moment that to this day serves a reminder of the solidarity that holds the Antipodes together. Given the national interest driven by the event, TVNZ has planned a range of programming dedicated to the infamous moment in history. And in an effort to spread early awareness, the broadcaster has launched a campaign called ‘Letters from our past … delivered to our future’ tells the stories of soldiers who fought in the battle.
Although content marketing has become one of the latest buzz phrases uttered at conferences, it has actually been around since 1895, when John Deere started Furrow magazine, a publication dedicated to information for American farmers. Following this in 1932, after seeing value in being associated with well crafted content, Procter and Gamble sponsored a radio programme via one of its soap brands, adding the term soap opera to the vernacular. It’s from this historical standpoint that a Getty Images video recently published on YouTube discusses how content marketing has evolved over the years to eventually give us a range of modern applications that that not only contribute to branding but also entertain viewers.
A host of advertising luminaries—and plenty of non-advertising non-luminaries—ventured to AUT’s beautiful new building on Monday night to celebrate the launch of Idealog editor Hazel Phillips’ new book Sell: Tall tales from the legends of New Zealand Advertising. Here she is on how it all came about, what’s changed over the years and, of course, where you can buy it.