Browsing: sponsorship

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Sacré bleu! Rexona embraces French farce
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In the lead up to the Rugby World Cup, All Blacks sponsor Rexona went for the rather earnest, clenched fist on heart approach with its ‘rituals’ ad. But things are a bit more relaxed after the win, with a recent black and white spot by Aussie agency Naked and Curious showing some of the lads laughing together as friends (and hugging mum). And the same team, with Tammy Davis on directorial duties, have followed that up with something of a French farce showing “never seen before footage from the opposition dressing room after THAT game last year.”

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Home is where the brands are as The Block claims a local first
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The Block is one of the biggest reality TV shows in the world. In Australia, where the show began, it remains the highest-rated television series of all time, and over 350 episodes have been produced in the UK, USA, Israel, Russia, Romania, Belgium, the Netherlands and Scandinavia. Given New Zealand’s penchant for property, it’s perhaps surprising it’s taken this long to arrive here, but it’s landing soon and MediaWorks is claiming a first for a major New Zealand television series by allowing foundation partners whose brands are integrated into the show the ability to use the stars in commercial campaigns outside the broadcast of the programme.

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ANZ adds to its high-profile sponsorship medal haul with three-year OIympics deal
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The cover story in the latest NZ Marketing discusses ANZ Group’s mission to win the hearts and minds of New Zealanders and mitigate the effects of inevitably sending the well-liked National Bank brand to the glue factory. It’s one mother of a marketing challenge. And the financial vultures are circling. But ANZ, a brand that’s long been at or near the bottom on the customer service/satisfaction league tables when compared to its competitors, is doing everything in its power to better connect with Kiwis by spending up large on above the line advertising, dropping rates, supporting communities, raising funds and snapping up a host of high-profile sponsorships. And it’s added another big one to the list by announcing a three-year deal with the New Zealand Olympic Committee.

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Toyota joins TVNZ’s talent quest
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In February, TVNZ and NZ on Air announced they would be adding to the cacophony of reality talent competitions on TV with a multi-million dollar production of New Zealand’s Got Talent. NZ On Air committed $1.6 million in funding and TVNZ went hunting for commercial partners to add to its own $1.6 million contribution. And the first major sponsor has been announced, with Toyota signing up as a key commercial partner.

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Nielsen data shows Heineken on top of RWC sponsorship pile, but All Blacks supporters high up the list
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There’s been a lot of chatter about the benefits of sponsorship and the threat of ambush marketing over the past few months. Some believed the All Blacks were a more valuable property to be associated with, others believed the Rugby World Cup was worth the sizable investment. So we were interested to see this Nielsen data showing which brands the hoi polloi perceived as sponsors of the event in June and then again in October. 

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Give and take: the joys of generosity-based marketing
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Wholly Bagels owner and founder Charlie Daily decided on his marketing strategy out of necessity: he had no budget for mainstream advertising, so, instead, he decided to use giving and generosity as his major marketing tool. And so far it’s proven to be a very effective approach.

Awards
Tiger Translate: where beer meets art
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Tiger Translate, the New Zealand-developed art and music mash-up, is heading back to Auckland in 2010, with this year’s event set to take place in a pop-up location (trend alert!) featuring a maze of gallery spaces spread over three floors.

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Twenty20 cricket goes with the flow
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Home ventilation company HRV is the new sponsor of New Zealand’s Twenty20 cricket tournament. The three-year deal also heralds a new name for the competition – the HRV Cup.

Next year’s HRV Cup matches take place from January 2 to 31. With money, high profile and increased media coverage …

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