Browsing: sponsorship

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Monobrow and sideburns: One Weather gets a new look, plus other quirky meteorological clips
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One Weather’s introductory ident has been given a makeover—and it comes with an impressive combination of sideburns and a monobrow so seamless that omnichannel marketing campaigns would applaud it. Rather than simply running into the weather report with the usual “proudly brought to you” phrase, Saatchi & Saatchi have instead opted for a quirkier activation of its sponsorship deal with TVNZ by having the pie-loving protagonist from the elaborate 2011 Hilux ad introduce the daily weather report. PLUS: we also look at some other funny weather-related clips.

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Let’s hear it for the boys: Jockey embraces a sponsorship-based double entendre in latest All Blacks work
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Jockey announced its sponsorship of the All Blacks and All Blacks Sevens teams early this year and gathered together a host of buff professional rugby players to parade about in their gruts for the black and white launch campaign. Now it’s added some colour—and given a cheeky nod to its support of the ‘boys’—for a campaign leading into the Bledisloe Cup and Rugby Championship.

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Inside: Spur
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After 14 years, the New Zealand Sponsorship Agency recently rebranded as Spur. And, as more brands see the benefits of creating experiences for customers that can then be amplified online, it seems the planets are coming into alignment for this small but growing agency.

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Tag and release: AIG and Augusto’s latest rugby-related work
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Despite some initial wailing when AIG took prime position on the All Blacks jersey—and all the other New Zealand rugby teams’ jerseys—the global insurance behemoth has been a pretty good tenant and has done a good job of getting its pound of flesh without causing too much animosity. Its global sponsorship agency Augusto has been responsible for a lot of that work, from the big launch ad, to a full page ad in The New York Times celebrating last year’s perfect season, to the documentary about Aaron Cruden’s ‘Road to Recovery’. And the pair have been busy lately with the AIG FanPic campaign, the launch of a new travel insurance product and the drumming up of interest in the All Blacks game against the US in Chicago in November.

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World Cup fever hits McDonald’s, but should fast-food chains sponsor sporting events?
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As one of the FIFA World Cup sponsors, McDonald’s has released several new menu items themed to specific countries participating in the global spectacle. In addition to this Australasian campaign, the fast-food chain has also launched a Kiwi-based competition that will give one lucky future star the opportunity to attend the World Cup in Brazil. But while such initiatives are getting kids to drop the Xbox controllers and head outside, some commenters still question whether fast-food chains should advertise in ways that appeal to children.

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RaboDirect pens new Seven Sharp deal
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On 27 January a new-look Seven Sharp will see Mike Hosking and Toni Street joining the sole survivor of last year’s Christmas shuffle, Jesse Mulligan, as they take to Kiwi televisions for the first time. But Mulligan isn’t the only one returning to the Seven Sharp fray, because TVNZ has also announced that RaboDirect, the online bank, has re-signed its sponsorship agreement with the show.

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Orange invasion: how cricket fans are promoting Tui
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Judging by the prevalence of orange T-shirts at the recent T20 match between the West Indies and the Black Caps, it’s clear that cricket fans are very keen to get their hands (or hand) on one of 12 cash prizes of $100,000 that Tui is giving to spectators who make a one-handed catch while at the West Indian and Indian T20 and ODI games during the 2013/14 season.

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‘Tis the season for corporate niceness
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As the spirit of Christmas giving takes hold, Kiwi corporates are highlighting the sponsorship efforts that give them a good name and worthy causes a helping hand. Telcos and banks are among those stumping up dollars and resources for charitable campaigns.

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Brands in sports: sponsorship movers and shakers
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New Zealand’s history of sports sponsorship goes back a long way, and it has become common around this time of the year for the sponsorship shuffle to start as brands renew old deals, strike new ones or depart from teams entirely. And this year has been no exception, with Ford, Telecom, NIB, Adidas, Steinlager and a new Kiwi startup all getting in on the action.

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On the charge: Duracell joins the All Black sponsorship scrum, gets emotional about energy
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The NZRU is openly hunting for new international partners in an effort to squeeze as much value out the national team as possible. Main jersey sponsor AIG was a big scalp, and it’s used that platform quite well. And now it’s added Proctor & Gamble’s Duracell brand to the list of All Black sponsors, launching the partnership with a new TVC and marketing campaign based around trusting your power.

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AIG showcases the All Blacks machine, goes behind-the-scenes for big global sponsorship push
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When AIG announced its five-and-a-half year sponsorship deal with the NZRU and plonked its logo in the middle of the esteemed black jersey, some naysayers decried the game’s descent into commercialism, while those involved in the deal celebrated the massive boost it would give the game in this country. As is almost always the case, no-one really seems to care anymore. The logo is just … there. And now that the dust has settled on the unveiling of the jersey, AIG has launched its first major rugby-related campaign, ‘It’s Our Job’.

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Booze retailers follow the money with crafty sponsorships
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There’s still plenty of debate about what actually constitutes craft beer, but the pundits can agree on one thing: consumption of it is on the rise, with an article on Stuff showing craft beer made up 13 percent of total beer sales over the past year at Foodstuffs, up from nine percent two years ago, and about ten percent of total beer sales at Countdown. And two of the country’s top booze chains, Super Liquor and Liquorland, both of which are fighting a battle against those supermarkets, can also see the dollar signs and have signed up to sponsor major events on the craft beer calendar.

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Healtheries brings Dan Carter off the bench
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He’s been on the wall for Daikin, he’s been on a bike for Rexona, he’s been in a video with his dad for Adidas, and he’s been in his undies for Jockey, but brands just can’t get enough of the commercial dream that is Dan Carter, so now he is trying to keep up with a working mum in a new spot for Healtheries.

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Driving a dress: Mini Paceman meets Stolen Girlfriends Club
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Premium cars have long associated themselves with fashion brands. And BMW has become much more fashionable in New Zealand in recent years, with Kathyrn Wilson named as an ambassador and NZ Fashion Week added to its sponsorship portfolio last year, which saw a fleet of X1s getting a wrapping. BMW-owned Mini has been on that track for a while, having been officially linked with local fashion house Stolen Girlfriends Club for three years. And to celebrate both the launch of the new Mini Paceman and the label’s new range, the “muscular coupe” has become a model itself after being wrapped in the Death Moth print.

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The sacred sponsors
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Last week was an interesting one for Ben Uffindell, editor of The Civilian and recipient of a letter from Colin Craig’s lawyers demanding an obviously satirical quote relating to Maurice Williamson’s ‘big gay rainbows’ speech be removed. Much guffawing ensued at the expense of Craig, and, after a few interviews, The Civilian went back to publishing its Onion-esque news stories, including an ‘opinion piece’ by an All Black that brilliantly juxtaposes the the mana of the black jersey with the game’s increasingly commercial focus.

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Referees to be pretty in pink after NZRU’s latest sponsorship deal
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The New Zealand Rugby Union is on a mission to prop up the national game with more corporate money. Last year, AIG stuck its name on the All Black jersey. And now Pink Batts has signed up for a three year sponsorship deal that will see New Zealand’s referees stepping out in pink for the Investec Super Rugby, ITM Cup and renamed Pink Batts Heartland Championship. But, unfortunately for some sporting sadists, they won’t be forced to wear actual Pink Batts like the 2008 Snug campaign.

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Yahoo! and Kia warm the bench with netball sponsorships
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Yahoo! New Zealand has announced a three-year sponsorship of Netball New Zealand and the Silver Ferns. And the good news doesn’t stop there for the sport, because Kia has switched its sponsorship focus from tennis and signed up as the naming rights sponsor for the Waikato Bay of Plenty Magic.

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It’s a party on your chest: Vodafone ups the mobile ante for Music Awards sponsorship
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The Vodafone New Zealand Music Awards are hitting stage and screen next week, and, just as it did last year, Vodafone has employed the services of augmented reality (AR) as part of its sponsorship push. But it’s gone a bit further in its seventh year as naming rights sponsor with a few innovative mobile additions, like tapping into the second screening phenomenon with Pluk functionality and claiming a New Zealand first with an interactive broadcast set to be screened via its app.

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AIG packs down with the NZRU
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In what could be seen as either a blow for rugby purists lamenting the sport’s descent into commercialism or a massive boost for the New Zealand Rugby Union—and the game as a whole—global insurance company American International Group has signed a five and a half year sponsorship agreement that will see its logo take pride of place in the middle of the All Black jersey.

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Hospice aims high with ‘Give it up’ campaign, welcomes Postie on board
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Shop revenue is a primary source of fundraising for Hospices round the country. And the second annual ‘Give It Up for Hospice’ campaign, which runs from 13 to 31 August and encourages people to donate pre-loved spring and summer clothing for their local Hospice Shop, has been boosted by the help of a new association with Postie, with its 82 stores around the country collecting clothing donations.

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