In this week's edition, kudos goes to MediaWorks, VW, Honda and Instant Kiwi.
Marketing, advertising & media intelligence
Everyone loves a good scratch. And everyone loves winning money. So Lotto NZ by DDB are hoping to show that Instant Kiwi can give you a bit of both, with four spots showing depressing situations being transformed with a wiggle of the finger.
The second and third episodes of the Instant Kiwi campaign by DDB and Luscious give a behind the scenes look at how it found the talent for the ads Double Crossword and Texas Hold Em.
Toyota's smitten, masochistic kitten takes StopPress/MediaWorks TVC of the Year title, Westpac's 'Flatties' wins People's Choice
Chins have been stroked, cases have been put, voices have ben raised and chocolate thins have been consumed. Which can mean only one thing: the winners have been chosen for the StopPress/MediaWorks TVC of the Year.
It's game over for Instant Kiwi's table top advertising of its Space Invader scratchies. The Advertising Standards Authority's Complaints Board has ruled it in breach of its Codes of Practice for promoting a gambling product appealing to minors.
One-dimesional welders, trans-Tasman comparisons and enthusiastic old men take the TVC crown this week.
Listen: Airbnb user design experience manager Jenny Arden on design building trust, design-thinking and designer-founders
Instant Kiwi is all about giving low-level gamblers a short, sharp thrill. And DDB has brought that idea to life in its latest campaign, one of the first executions to feature New Zealand Lotteries' new over-arching tagline 'Winning Happens'.
In an effort to attract a "social, lively and stylish urban audience" to a product not usually associated with such phrases, NZ Lotteries and Running with Scissors have just launched a new range of Instant Kiwi tickets. And marketing manager Robert Saunders says it's the biggest facelift for the tickets since it started selling them back in 1989.
Paul White regularly opines on ad campaigns as a judge for our Campaign Review section in NZ Marketing, just as he does on his students' work in his role as course leader at AUT Adschool. Here he goes again.
2011 wasn't a particularly memorable year for Saatchi & Saatchi, with the pink fist debacle casting a major pall. But the new executive and creative team has shaken things up and, after winning ASB without a pitch earlier this year and releasing some of the best work of 2012, the confidence—and the quality—appears to have returned. Creative directors Corey Chalmers and Gus Roberts speak up.
They take you on that journey’: Briscoe Group’s Fiona Stewart on partnering with Data Insight to deliver tangible business results
Instant Kiwi's instore luck pushing and ASB's retro vibes take the biscuit this week.
Here in the expansive and luxurious StopPress towers, Instant Kiwi's 'It Pays to Push Your Luck' campaigns ranks as one of the funniest of the year, which isn't entirely surprising given the comedy-loving combination of NZ Lotteries, DDB, Jesse Griffin and The Sweet Shop's Stuart McDonald, he of Summer Height's High fame, was involved in its creation. And after the first instalment, which saw the Alibi spot make it into the good bit of the Fair Go Ad Awards, it's followed up with some entertaining/violating instore luck pushing that could almost be likened to the advertising equivalent of Trigger Happy TV.
MasterCard space invader takes people's prize, Lumino's pashfest takes booby prize and Fair Go increases eyeballs for Ad Awards—UPDATED
There are some brilliant ads that bring joy to viewers and add to the pop-cultural landscape. And there are many more horrible ads that do the exact opposite. Either way, there's no doubt humans have a love/hate relationship with advertising, as evidenced by the continuing popularity of Fair Go's Ad Awards, which increased its audience from last year and crowned MasterCard's All Blacks 'Tight on Tour' ad as the best and Lumino The Dentist's 'Love Your Smile' ad as the worst.
Photo: Paul Statham Wendy Rayner, head of marketing at NZ Lotteries and reigning Marketer of the Year, has resigned after around nine years with the organisation and seven years in the top marketing role.
This time last year Instant Kiwi was losing relevance, players were lapsing out of the category and sales were going backwards. Unlike NZ Lotteries' jackpot games like Lotto, Strike, Powerball and Big Wednesday, which had all been rejigged, Instant Kiwi wasn’t selling the dream very well.