If you believe the NZ on Air media consumption study, music is moving online faster than other content. But you can still reach 83 percent of the country over a week with radio and approximately one in ten New Zealanders each day across just four stations, RNZ National, The Edge, ZM and Newstalk ZB. As a result, the ad spend figures for radio are holding firm. And two brands have used the medium in interesting ways recently, with World Wide Fund for Nature putting an ad inside a song for its Last 55 campaign and Land Rover going long to celebrate its heritage.
Browsing: Last 55
Just as Amnesty International drew attention to the plight of those in other less tolerant parts of the world with Trial by Timeline and as NZTA drew attention to the danger of speed with Flash Driving, WWF New Zealand and Ogilvy & Mather are also using Facebook creatively to draw attention to the critically endangered Maui’s dolphin.