Volvo takes a journey across New Zealand in a new campaign by Republik in an effort to connect the brand with Kiwis.
On an interweb awash with video, make a genuine connection with your audience and they’ll give you your eyeballs when you go out on a limb, two Kiwi experts reckon.
Scandinavian trends have worked their way into our homewares and design industry, but can they take on the car market? Swedish car brand Volvo’s latest campaign is pushing to get more Kiwis buying its cars through a deal that lets them travel to its motherland for free, so long as they buy a brand-new Volvo car.
As Whittaker’s continues to show, co-branding initiatives can work brilliantly when the goals are aligned because both brands have motivation to help each other out. That makes sense when it’s in a similar category. But does it work for cars and clothing? Or is it a branding bridge too far?
Unskippable pre-roll video ads, according to a recent study by Ad Block Plus and Page Fair, are among the most annoying of all ads. But marketers and agencies are trying their hardest to make them slightly more bearable, with efforts by Colenso and BK’s anti-preroll and Geico’s unskippable pre-roll campaigns standing out recently. Volvo and Grey Canada have also joined in the fun, and, rather than making one pre-roll ad, they linked 60 of the XC60’s new features to the six billion hours of YouTube content that is typically viewed in a month in an effort to tailor them to the videos people were watching.
After some high-profile accidents, there’s plenty of attention on cycle safety at the moment—and some positive signs that the powers that be are taking heed and starting to create cyclist friendly infrastructure in our bigger cities. Various campaigns have tried to get drivers to look for cyclists—and tried to get cyclists to make sure they can be seen—and now Volvo has developed a cool new product that will help both sides: Life Paint.
Last Friday, Volvo senior vice president Alain Visser stepped off a plane at Auckland Airport and headed to Greenlane to open the doors to a new showroom set to house the Swedish brand’s range of vehicles. We stepped into the flash new location to chat Visser about the evolution of the brand in New Zealand and abroad.
Chief executives as the front-person in ad campaigns have been a long-held staple in the advertising space, but the majority are often boring and overused, with voiceovers set to a kitschy hipster montage or “walk-n-talk’s” directly addressing the consumer (shout to to Chanui). But here are a few that over-the-top/down right dangerous stunts that don’t fall into that trap.
The internet is awash with creative ‘for sale’ ads, but Swedish art director Christoffer Castor is being held up as a master of the art after releasing a ridiculous—and ridiculously entertaining—video for his bright orange 1993 Volvo 245GL, which, potential buyers will be impressed to know, is equipped with both an inside and an outside.
Those Nordic countries are all the rage at the moment, what with their food, furniture, literature, social policies, architecture, vehicles (or, more particularly, ads for vehicles), expensive stereos and diversified economies. And New Zealand business folk will be able to get a taste of the region’s rich design pedigree with Norse Code, a full day event similar in format to the Better by Design summit that features five of the biggest names in Scandinavian design. Plus: win a ticket worth $195.
The Research Agency has continued to grow rapidly this year, with big clients like ASB, VW, Vodafone, IAG, Fonterra and NZ Lotteries entrusting it with their research needs and a number of new staff added to the roster to help deal with the new business. Managing director Andrew Lewis, who has penned a host of great columns for NZ Marketing, and the team opine on 2013.
Whether you like it or not, the things we buy can say a lot about us (or, at the very least, can be used by others to make assumptions). And there’s perhaps no item more symbolic of an owner’s personality than the car they drive. Creative types seem pretty keen on interesting cars. So, with all the switcheroos in the automotive space at the moment, we thought it was an opportune time to launch a new section on StopPress that aims to showcase some of the vehicular proclivities of those working in the marketing, advertising and media sectors (and will presumably cement the general public’s view that this industry is infested with rich wankers). Every few weeks we’ll be asking someone in the biz to tell us about their steed and first up is TBWA\’s chief creative officer Toby Talbot and his Volvo P1800.
After the liquidation of Publicis Mojo, we heard a few whispers that its car client, Motorcorp distributors, wouldn’t be moving across to Joy and was on the hunt for an agency. And that agency has been chosen, with Federation taking over responsibility for the Volvo and Renault brands. Plus: Federation’s new work for Emirates.
Ze Germans have created an extremely valuable country brand based around reliability, precision and quality design and engineering, which has certainly helped the likes of VW, Audi, BMW and Mercedes-Benz conquer the world’s roads. But Sweden is trying to find its niche, and in New Zealand it’s doing it with a ballsy new campaign for the new Volvo V40 hatchback that takes aim at the established German car brands and taps into the desire to be ‘Über Different’.
Bolt-related bragging, Jack Bauer’s secret shame, certainly not your typical Toyota ad, the language of sport, Volvo goes slacklining, VW’s Shark Week tie-in, sick poultry-based beats, classy serenading and the wonder of water wigs.
Special Group, Salt Interactive and Orcon took the humble web banner to places the web banner has never been before in New Zealand and took gold in Online Advertising for their efforts with Orcon. And, by adding Twitter and Facebook functions, it became a rare beast: a banner that was actually shared among friends, showing that interactive utility shows its stripes when impressive content is created to suit the medium. Special Group also won bronze in the branded content for the Volvo ‘Blindfold’ campaign.
Motorcorp Distributors Limited (MDL), the authorised importer/distributor of Jaguar, Land Rover, Range Rover, Renault, and Volvo in New Zealand, has appointed Mojo and its media arm ZenithOptimedia after a competitive pitch, leaving a rumoured agency list of Shine, Droga5 and River/GI Media in its dust.
You’ve probably heard of a blind taste test. But a blind test drive?