Not surprisingly, given the local rags were pretty much dominated by rugby in recent weeks—in both an editorial and advertising sense—three rugby-themed ads from Prime, Specsavers and Barkers were given a celebratory bum pat by the judges of the October round of the Newspaper Ad of the Month Awards.
Newspapers love big events, as brands hoping to show their tactical advertising flair tend to gravitate towards them. That was certainly the case after the 2011 Rugby World Cup win, as it was on Monday when the team backed that performance up by beating the Aussies. But we found a few more full-pagers in a special World Cup lift-out in the Herald this week, as well as some other rugby-related efforts.
From March, Prime News, which airs on Sky-owned Prime, will be produced by the MediaWorks news division at their Auckland Flower Street Studios as part of a new deal between the two networks. And the deal comes with additional revenue potential for MediaWorks, because the network will also be selling advertising and sponsorship associated with the show. PLUS: Top Gear heads to TV3.
Prime TV and DraftFCB have taken out the November round of News Works Newspaper Ad of the Month for ‘Dish—Doctor Who Moon Bounce’, while DB and Saatchi & Saatchi took a highly commended for their Big Boys Toys Tui Breweries Lager voucher.
The sporting banter between Andrew Mulligan and Mark Richardson is no longer restricted to weeknights on Prime. Since 25 November, The Crowd Goes Wild, the popular television show the pair co-host, has also moved into the radio realm with a morning show on Radio Sport. Plus: find out who’s coming back to Radio Sport.
Earlier this month, DraftFCB sent Dr Who fans’ voices to moon, and now, to continue the 50th birthday celebrations of the popular TV show, the agency has launched an online time machine that sends viewers spiralling through the history of the interwebs.
Google has commemorated the 50th anniversary of Dr Who by creating a doodle in honour of the popular television show. In addition to featuring cartoon versions of 11 of the characters, the doodle also has an interactive element in the form of a vintage video game.
To celebrate the 50th anniversary of Doctor Who, DraftFCB has came up with a campaign for Prime that enabled fans of the show to send an audio transmission of their voices on a voyage to the moon. UPDATE: feedback from DraftFCB about the campaign.
Inside most major TV networks there exists an often unrecognised group responsible for developing show promos, design collateral and marketing campaigns that aim to get viewers excited about the content. And these teams were rewarded recently in the second Promax New Zealand awards.
DraftFCB’s had an impressive run on the awards circuit this year, winning plenty of metal at D&AD, Clio, New York Festivals, Axis and a few others. And it’s added to the cabinet after Kelly Lovelock and Hywel James were awarded the Grande ORCA for their cunning Prime TV ‘Call Girl’ promotion.
New York was all about the awards last week, with the Clio Awards and New York Festivals announcing their winners. And DraftFCB came way with the most hardware of the Kiwi agencies at both events, winning two golds and two bronzes at Clio and a gold, silver and two bronzes at New York Festivals.
Prime didn’t quite manage to beat TV One’s 2008 ratings for the Olympic opening ceremony, but, not surprisingly, broadcasting the Games has certainly helped steal some eyeballs off the other channels, with Prime’s share and time spent watching numbers increasing substantially over the previous four weeks and all channels except for Prime and Sky losing share.
There was a bit of chatter in Australia about viewer numbers for the opening ceremony being the lowest since OzTam ratings began in 1999. So what happened in New Zealand? And how did the numbers compare to Beijing in 2008? And what’s this about the Prime Underclass?
Earlier this week we pointed out a billboard for the new True Blood series on Prime. And the folks at DraftFCB and Phantom have sent us even more billboard fodder confirming the adult-orientated humour of the campaign. Sally Willis, Prime’s account director at DraftFCB, says the aim was to shake any teenage preconceptions people held about the show, differentiating it instead as a “raunchy, intense and gritty raw drama”. And as these latest examples from the campaign show, there’s more raunchy humour than you could stab a stake at.
MediaWorks TV has confirmed it will be not be renewing its output deal with CBS and is instead shifting the funds into the creation of local content. And Sky’s free-to-air channel Prime has taken over the rights and signed up for its first ever output deal.
In defiance of the threat posed by digital to television, MediaWorks is taking a huge risk and premiering one of its top new shows online. As crazy and contradictory as this approach seems, when FOX did the same thing last year, it got some surprising results: despite over two million people watching the show before it was broadcast, it rated through the roof on the night, up 20 percent from its lead-in show Glee, way beyond the network’s wildest dreams.
Having picked up a bronze at the recent AWARD awards, DraftFCB has gone one better at the Axis, this time picking up two silvers in the Magazine Single category for some crafty interpretations of takeaway food in the wild. The first came for its ‘Fries’ print ad and the other for its ‘Kebab’ print ad, both part of its ‘Eating Out’ campaign for Prime TV’s Man vs Wild. The ‘Eating Out’ campaign snagged another silver for DraftFCB in the Magazine Campaign category and DDB picked up a bronze for its ‘Newman/Davis/Noland’ campaign for Sky.
It used to wander freely and happily, but we rounded it up, put in an enclosed space, turned the lights up to full, force-fed it other news and a host of harmful hormones and then sold it back to you, the unsuspecting consumer. And now we wait for the social media firestorm.
As expected, the Mother’s Day marketing juggernaut is currently running at full speed. But 3M has taken a rather novel approach to promoting its wares: it spent two days putting up over 8000 Super Sticky Post-It-Notes on the window of Whitcoulls in Auckland’s Queen St and then asked passersby to pen their own special messages to Mum.
There were undoubtedly quite a few advertising and marcomms eyeballs focused on Prime TV last night as series three of Mad Men kicked off.
And while all the regular characters were present and correct, some observant viewers may have noticed a new addition to the line-up: DraftFCB