Browsing: sponsorship

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Bambi Boutique: The launch that influence built
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Bambi Boutique is the latest venture by Auckland business tycoon, Iyia Liu, proving time and time again that influencer marketing is the key to quick growth. The Bambi Boutique launch went off without a hitch, while Liu’s influence saw the launch almost completely subsidised by the vendors involved.

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Easy to say, hard to do: the thinking behind Murphy and Jennings’ Newsroom
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The news this week of veteran news heads Mark Jennings and Tim Murphy launching a news service was widely celebrated across journalism circles, with many applauding the arrival of a publication dedicated to, as Murphy said, focusing on quality and “doing the news”. But was that excitement a bit pre-emptive? And – the question of the ages – how is it going to pay for it all?

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ANZ looks to the stars to connect Kiwis with Olympians
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If you were wondering where that bright floodlight was coming from that was beaming up into Auckland’s night sky was last weekend, well look no further. It was merely ANZ, marking the launch of the next phase of its Olympic campaign, which has seen it release a brand new app where users can send Olympians messages through the stars (yes, you heard correctly) as well as another TVC by True promoting the app and creating anticipation for the Rio games, which kick off early next month.

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KFC celebrates rugby fandom and family ties
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Super Rugby sponsor KFC has launched a new campaign via Ogilvy & Mather called ‘For the fans’, which celebrates that sense of camaraderie fans experience when heading to a game. It’s also released a spot for its picnic hampers, which is a bit of a departure from its usual ads, swapping light-hearted humour for the heart-warming family time card.

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Rainbow flags, sequins and bubbles: brands join the Auckland Pride Parade
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The annual Auckland Pride festival (5 February – 21 February) has been running for the past four years and the highlight is the Pride Parade, which saw colourful floats and well-known drag queens sashaying down Ponsonby Road on Saturday. Here’s a look at how the parade’s sponsors were involved to show their support for the rainbow community.

News
‘A glance on a newsfeed, a passing view on a motorway, a share here, a post there’: ASB’s sponsorships try to heed the rules of modern brand building
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While the numbers competing in the Auckland Marathon were down significantly this year due to the clash with the Rugby World Cup final, ASB had a foot in both camps as a sponsor of the All Blacks and the event. So it couldn’t really lose. And its clever ‘Run down Your Rate’ campaign was the latest in a series of impressive sponsorship activations from the bank and its agency Saatchi & Saatchi.

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As New Zealand interests evolve, have we reached peak rugby?—UPDATED
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Judging by the numerous rugby-related office discussions and the blanket media coverage—from the above board chat on outlets like Radio New Zealand to the below board banter inside a giant scrotum as part of the Alternative Commentary Collective’s Champagne Rugby, you could be forgiven for thinking the nation has a collective ‘code boner’ over the Rugby World Cup at present. But is rugby losing its lustre in New Zealand? And is there a limit to the All Black appropriation?

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ANZ muscles into the rugby limelight with its Dream Big initiative
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During the Cricket World Cup, ANZ used its Dream Big initiative to get cut-through the marketing noise during the Cricket World Cup. Rather than focusing exclusively on the event, the bank brought its Black Caps sponsorship to life by travelling around the country showing its support for grassroots cricket by upgrading the facilities at various grounds around the country. And now, with the Rugby World Cup fast approaching, ANZ is at it again, this time renovating Waitemata Rugby Club in a new video posted to Facebook. The difference in this instance is that ANZ isn’t even a sponsor of Rugby New Zealand, the All Blacks or the Rugby World Cup.

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Entertaining the dependents
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In a bid to assist mothers who have heard the Frozen soundtrack once too many times but don’t really want navigate the online catalogues of children’s music, Pandora has teamed up with Huggies to develop a radio station dedicated to musical tastes of the youngest of young’uns.

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Burger King puts its Whopper price on the line with Joseph Parker promo
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In a prime example of how the world has gone fairly fucking insane, fast food companies and sugary drink providers have their finger lickin mitts all over high performance sport. McDonald’s is in bed with FIFA and the Olympics, KFC is into cricket and rugby (where’s the chicken cannon, Colonel?), Wendy’s is a long-time supporter of the Warriors, Coca-Cola is practically everywhere and now Burger King has shacked up with boxer Joseph Parker—and he’s already making some outrageous demands.

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Auckland artist set to create the world’s largest poppy for Anzac centenary
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This year marks 100 years since the ANZACs got involved in Word War One. And to honour the sacrifice, an Auckland artist has embarked on the massive undertaking of creating the world’s largest poppy, which will consist of 59,000 red metal discs with contributors’ names and messages placed by him and members of the public on Auckland’s Domain in support of the RSA. PLUS: a few other ANZAC initiatives.

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Pad up, marketers: brands embrace leather on willow as attention turns to Cricket World Cup
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Cricket mania, or, at least, slightly increased cricket enthusiasm, has hit New Zealand once again in the form of the 2015 ICC Cricket World Cup, which kicks off tomorrow when the Blackcaps play Sri Lanka. And, like many large sporting events, plenty of big big brands are hoping to profit from all the attention. Here’s what KFC, Matua, Hyundai, the MPI and others are up to.

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Puppy love: dogs + tennis stars = attention jackpot for ASB
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The internet loves animals. According to CBS, a remarkable, nigh-on unbelievable, 15 percent of internet traffic is cat-related. And dogs probably aren’t far behind. Chuck in a celebrity or two and a well-made video and you’ve got all the ingredients required for modern-day marketing gold, as ASB can now attest after its promotional stunt for the ASB Classic tennis tournament received plenty of love.

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As the Cricket World Cup looms, ANZ promotes its sponsorship by waxing poetic and promising to make cricket-based dreams come true
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Back in 2013, ANZ’s summer cricket spot was about as naff as you could get, with a few of the bank’s sporting ambassadors watching Eric Murray get a tennis ball beamer from Shane Bond. This year it’s taken a more serious approach for its naming rights sponsorship of the Sri Lankan series and its sponsorship of the upcoming Cricket World Cup by launching a campaign called Dream Big.

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Steinlager makes final push for a few minutes of the nation’s attention, as 102 metre website fills up with messages of support for Trubridge—UPDATED
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Since it launched its ‘Born to Defy’ campaign back in July, Steinlager has done a good job of drawing attention to its new ambassador William Trubridge—and the sport of freediving—through a combination of TV ads, outdoor ads, snazzy websites, special elevators, in-bar activations, PR coverage, social media action, promotion via TVNZ and a bit of content marketing. And as he gets set to submerge 102m and break the world record, Steinlager’s still trying to drum up support and viewership for the live broadcast tomorrow at 7.50am on Breakfast.

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Invivo gets its pound of flesh from Graham Norton
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As we wrote last week, the classic endorsement approach in New Zealand seems to be bunging a rugby player (or even a coach) on your ad. But Invivo’s strategy is at the other end of the spectrum, with international talk show host and self-proclaimed he-devil Graham Norton called on to help create—and now help promote—a very special wine.

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Neigh-tive advertising*
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There will be plenty from the marketing community gearing up for the Melbourne Cup today and, with a couple of Kiwi options, the TAB is aiming to get the locals to lay down a few more bets this year. But founder and chief executive of NZ Tax Refunds NZ Cilla Hegarty has managed to combine marketing and horses in a very different manner: racing a branded thoroughbred/”fast-moving advertising billboard” called Gottagetmywoohoo.

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Every brand needs a rugby player*
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This Sunday the All Blacks will take on the United States in a widely hyped exhibition match in Chicago. While the United States certainly can’t be described as a rugby playing nation, all 61,500 seats at the Soldier Field have been sold out. Such is the star power of the All Blacks that they are capable of filling a stadium in a country where rugby ranks below badminton, ten-pin bowling and pro wrestling in terms of popularity. And given the seeming supernatural ability of those who don the increasingly tight black shirts to make people interested in things that they don’t necessarily care about, it comes as little surprise that Kiwi brands have shown such a willingness to attach their labels to rugby players. StopPress looks at how rugby players are helping brands get noticed.

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Sonny Bill gets deep and meaningful for Adidas
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The elusive Honey-billed William is like catnip to brands (and media). And after he announced his return to rugby earlier this year, Adidas swooped in and signed him up as an ambassador in May. Now it’s released a short clip telling his story as part of its #leaveyourmark campaign. PLUS: exciting jersey-related news.

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Ford tugs on parental heartstrings, draws attention to its sport support
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Sports sponsorships are pretty big business in New Zealand, with an IMR report from 2013 estimating the value of 257 different sponsorship deals at NZ$182 million. Not surprisingly, rugby is the biggest drawcard in this country, with “Adidas paying in the region of US$25 million per year and AIG, the shirt sponsor, US$12.4 million” for their All Blacks deals. Ford has been the team’s vehicle sponsor for many years, and it also backs cricket and hockey, so, to try and win a few more hearts and minds, it’s released a new ad thanking Kiwi parents and supporters—and showing that it’s ‘the driving force behind New Zealand sport’.

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