Ads from New Zealand

Insurance Ads done correctly ...

2012-05-17T19:06:00.000-07:00

We've all seen boring insurance Advertisements. The lifeless acting, the annoying characters and jingles, impossible claims and useless details.... but every so often along comes a campaign that breaks the mould. State Insurance (New Zealand), along with the very capable talent at Colenso BBDO have just conceived what is being touted as the longest one-shot commercial in New Zealand history (90 seconds continuous filming) and featuring a memorable, if somewhat cheesy song from yesteryear that is far better than your average jingle.

This campaign wins our Editor's Pick of the week. Yes, even if it is for an Insurance company .....

DOSSIER: The Hunger Games Social Media Strategy

2012-04-09T19:46:00.000-07:00

As The Hunger Games gets set to be another worldwide success in the same way(but perhaps not the same genre) as Harry Potter or Twilight, we bring you an interesting article that takes a look behind the scenes at managing the social media strategy, so crucial to success in a crowded market place ....

DOSSIER: Hunger Games - Social Media Strategy

Agency Focus: Strawberry Frog wins Emirates contract

2012-04-03T20:27:00.004-07:00

Dubai Emirates is launching a major branding and marketing campaign that will promote the airline as a lifestyle proposition. The campaign will help the airline refine its image from just 'service' to a lifestyle brand..

The campaign will be launched next month - when the airline enters its new financial year - replacing its existing 'Keep Discovering' campaign that has been running for nearly a decade. "The new global campaign will focus on how Emirates is connecting people and cultures and creating relevant and meaningful experiences that are shaping the world," Sir Maurice Flanagan, executive vice-chairman of Emirates airline and Group said. "The key message is that through connecting people and cultures we connect people's hopes, dreams and aspirations." Last year Emirates hired Strawberry Frog as its lead communication agency. "Once you have a cultural movement you can do anything.

Previous campaigns have promoted the airline as a means of discovery, with strong links to iconic images of modern Dubai, but the new campaign is likely to extend this concept to a range of other services and goods.

In the fragmenting media scene, Strawberry Frog is an innovative global agency that develops strategic vision and creative solutions that create growth for our clients," the agency says on its website. Emirates spends 3 per cent of its revenue in communications and branding. Within three years Emirates will be the largest airline in the world.

The campaign developed by the New York team of StrawberryFrog was designed to show Europeans how many
jobs were created as a result of Emirates' largest orders for aircraft in aviation history. "In addition to creating the campaign created for Emirates, StrawberryFrog is responsible for developing their global brand and a stellar strategy platform and communications for the parent and sibling brands," the agency says. Explaining the shift, Flanagan said, the airline's Keep Discovering campaign has fulfilled its objectives.

"It helped us spread the brand image across the globe during the last ten years. It has fulfilled its objectives. By 2017, Emirates will be the largest airline in the world. As our brand evolves so must our messaging, which is why we are launching a new campaign that encompasses the way the world is connecting now and in the future," he said.

"Emirates is now becoming more of a lifestyle brand - globally. The new campaign will strengthen this brand proposition as we move public perception while expanding our global footprint," Flanagan said. Emirates spends less than three per cent of its annual revenue in advertisements, sponsorships, events, media relations and digital online and social media. The Emirates Group, which includes the airline and Dnata, and last year reported revenues of Dh57.4 billion, would have spent up to Dh1.72 billion on these activities.

The group spends 30 per cent of its communications budget on sponsorships, 30 per cent on advertisements, 20 per cent on events and exhibitions, 10 per cent on public relations and 10 per cent digital. The airline is famous for using sports sponsorships to its maximum benefit. Over the last decade it has sponsored a number of popular European football clubs including Arsenal football club and its stadium. It is also partnered with Fifa to sponsor World Club Football.

"Airlines globally spend on an average between four and six per cent of their revenues on communication and brand building. We spend about three per cent. But we spend smartly and the returns are visible," Flanagan said. "What we achieved in 26 years, others could not do even in 50 years." According to Gautam Sen Gupta, managing director of Brand Finance Middle East, Emirates is the region's biggest brand.

The 2012 Brand Finance Global 500 Brands Report noted that it ranks 288th in the global list (up from 291 last year) with a brand value of $3.7 billion (Dh13.5 billion). There are only two other regional brands in the Global 500 - etisalat ranked 363rd with a brand value $3.11 billion and STC of Saudi Arabia ranked 400th with a brand value of $2.84 billion. "I see Emirates as a huge brand," said Gupta.

"First, the product: my perception is it has the largest [or close to largest] fleet, and flies to more destinations than any other international airline. "It has pioneered product features such as movie screening in economy, a wide range in music, flat beds, lounges at airports, skyphones, limo transfers for business and first-class passengers, early use of technologies such as mobile check-ins, etc." Emirates can reach 6.6 billion of the global population within 16 hours flying time, and its network of 122 destinations is served by 171 aircraft.

Flanagan said the brand's strength and character comes from a number of factors - it's bold, innovative and very much customer focused. "Also, our success is inter-linked with the growth of Dubai - the airline's hub. We bring economic benefits to the emirate while its popularity helps us," Flanagan said.

Not sure what he would make of this other very popular viral video circulating on YouTube:

More than 60 per cent of all passengers passing through Dubai International Airport fly Emirates. Last year, Dubai airport recorded 51 million passengers, and Emirates carried 31.4 million. "However, our success is also built on a number of firsts - we are the first airline to instal personal video in all three classes, the first to introduce Private First Class Suites, the first to offer onboard shower spas on our A380. "We were also the first airline with 1,200+ entertainment channels on demand," he said.

Easter Madness: When Historical Events have Social Media Pages

2012-03-29T15:53:00.002-07:00

Following the hilarious and hugely successful campaign using fake Facebook pages to represent historical events and figures (as seen here ), the concept appears to have popped up again in the annual showdown between Good and Evil that occurs in downtown Auckland.

The latest TBWA Agency offering shows the Crucifixion as a Facebook shared Image with one "like" by Judas.

Those of you living outside of New Zealand or unaware of the regular showdowns that occur at Saint Matthew's in the City may be surprised to know that these adverts are actually sponsored "as thought-provoking messages with the aim of inspiring healthy debate and reflection", by the Church itself !

The self-proclaimed progressive Anglican Church in the heart of Auckland City is not one to shy away from controversy, posting a picture of the Virgin Mary looking at the results of a pregnancy test in the run up to Christmas last year.


St. Matthews in December 2011

And who can forget that other sparring partner, who plays along the same lines? The much-loved and much reviled Hell Pizza which has seen itself pulled up for similar scandals in the past and which have, nevertheless, brought many a smile to consumer's faces.

Interestingly, Hell's provocative messages have actually added to the ongoing antics of Saint Matthew's Church as seen when they chose to respond in kind to Hell's "Hot Cross Buns" Ad last year.

The provocative Hell Cross Buns deliberately coincided with the Christian Easter Traditions

The Hell Pizza billboards compared their new hot cross buns range to Jesus. The buns, emblazoned with a five-pointed star commonly associated with Satanism and the occult, were accompanied by the slogan: "For a limited time. A bit like Jesus." Instead of complaining, Auckland’s St Matthew in the City took a different approach.

The Auckland church hit back at the controversial Hell Pizza advertisement with their own billboard.

The billboard outside the central Auckland church took a bite directly out of the Hell Pizza ad, using the same image of the five-pointed star, hot cross bun accompanied with the slogan: "Hell no. We’re not giving up pizza for Lent.".

In 2009 there were complaints made to the Advertising Standards Authority for a billboard alluding to the sexual activities of the parents of Jesus. On it, Mary and Joseph are in bed. Joseph looks down dejected. Mary looks sad. The caption reads: "Poor Joseph. God is a hard act to follow."

Without taking sides or wanting to open the debate on when adverts overstep the mark and infringe on people's beliefs, one thing is certainly different in all of these adverts. When was the last time a Pizza Company or a Church made you want to laugh ?

Campaign: The Great Wine Depression

2012-03-29T14:34:00.003-07:00

".....Back in '87 everything was big. Big hair, big sweaters and one big problem. Wine was in and beer was out. Kiwi guys pretended to like wine to fit in, but they never stopped thinking about beer. Luckily neither had Morton Coutts of DB Breweries. Morton figured if guys were drinking wine to appear more sophisticated, he'd brew a more sophisticated beer. A premium lager that was both crisp & refreshing, but still full of flavour. He called this beer Export Dry. 25 years later, guys can still say no to wine thanks to Export Dry..."

This recently aired and ongoing tongue-in-cheek campaign is beginning to ruffle a few feathers among wine producers and consumers who have failed to see the funny side of the kitsch 80s themed commercial. Whichever group you most identify with, the fact remains that it is a superbly produced TV spot. Early data

is already indicating the relatively successful relaunch of DB Export Dry with the expected boost in sales likely to be sustained by further Print Ads, including our favourite: "The Wine List" which blisfully mocks the refinement of a highbrow menu.

Download a Larger Print Version Here: Wine List

Credits: Agency Creative Chairman Nick Worthington
Creative Director Levi Slavin
Art Director James Tucker
Copywriter Simon Vicars, Levi Slavin
Senior Account Director Tim Ellis
Account Manager Patrick Rowley
Planning Director James Hurman
Planner Hayley Pardoe
Client Russell Browne, Export Marketing Manager, Clare Morgan, General Manager Marketing

Digital:
Agency Producer Jen Storey - James McMullan
Digital Creative Director Dan Wright
Digital Developer Federation Media

PRINT/OUTDOOR
Agency Producer Jen Storey
Photographer Alistair Guthrie
Photographer's Producer Sarah Hough
Designer Kate Slavin

TV/RADIO
Agency Producer Jen Storey
Production Company The Sweet Shop
Production Company Producer Fiona King
Director Steve Ayson
Sound Design Craig Matuschka - Liquid Studios
DOP/Cinematographer Chrighton Bone
Editor Peter Sciberras - The Butchery
Online Editor (Vis. Effects) Leoni Willis
Post Production (Vis. Effects Co.) Toy Box
Music - Artist/Title Peter Van der Fluit
Composer Liquid Studios

Tech: Brand Matchup - iPads and Jetstar

2012-03-26T18:27:00.001-07:00

Jetstar launches in-flight iPads

Jetstar has announced the roll-out of 3000 Apple Pad 1 and Pad 2s across its fleet, with more to be released once the tablets are installed throughout the Jetstar Asia network. The devices will be available on flights longer than two hours for a fee of between SAU1O ($NZ13) and $AU1S ($NZ19.50). The units will come pre-loaded with music, TV shows and music videos, games, ebooks and magazines, accessible through a custom-built Jetstar app, and will include locally produced content.

The Pads have been modified in several ways to make them suitable for the cabin environment. Each device will come in a custom case that prevents users from accessing the home button and the sync cable, ensuring that Jetstar settings are maintained and users are unable to upload their own content.

The speakers have also been disabled, an extra battery has been added (producing 20 hours worth of charge time), and a security tracking device has been added to prevent theft. The tablets will be offered on a first come first served basis, however passengers will be able to book online or over the phone prior to the flight.

Editor's Note:

Or, I guess...you could just bring your own ? While the idea is not revolutionary, it does open up a range of new on-board marketing opportunities, both in terms of advertising and in marketing research (statistics, feedback, surveys, cross-selling...). The other important change is the move away from dedicated and costly in-flight entertainment systems (which have to be integrated with the aircraft and cabin design) and these far more portable and easily replaceable devices.

Additional reporting: iStart.co.nz

Green Marketing: Biofuel News Update

2012-03-25T19:25:00.000-07:00

Cooking oil flight ready for take-off

Qantas will run two biofuel flights next month powered by a mixture of recycled cooking oil from commercial kitchens and jet fuel that emits 60 per cent less carbon dioxide. The A330 flight will go from Sydney to Adelaide and return on Friday, April 13. The fuel will be supplied by Dutch company SkyNRG. The recycled cooking oil comes from restaurants in the US and is further refined and fully certified for use in commercial aviation and endorsed by the World Wildlife Fund.

Virgin Australia is moving ahead with plans to source and refine aviation fuel from WA mallee trees. European plane maker Airbus is joining this effort, which also involves US giant General Electric and Australia’s Future Farm Industries CRC. The project aims to have an alternative fuel production pilot plant operating in Australia within the next year.

Qantas’ head of environment, John Valastro, said the goal of next month’s biofuel flights was to raise awareness about the potential for sustainable fuel in Australia. “We know that sustainable aviation fuel can be used in commercial aviation just like conventional jet fuel,” Mr Valastro said. “But until it is produced at a commercial scale, at a competitive price, the industry will not be able to realise its true benefits. “No single player can make this happen. It needs support from government, private sector investment, access to infrastructure and market demand.”

Biofuels for aviation are significantly different to those for other industries because of a jet engine’s need for high-energy yield. Biofuels will eventually enable the aviation industry to reduce its carbon footprint to zero because the biofuel feed stocks — which could include algae and the crop camelina — will absorb as much CO-2 when growing as they emit when burnt in a jet engine. Typically, aviation biofuels, unlike many other biofuels, are from feed stocks such as algae or from plants such as jatropha that have no impact on food crops.

Editor's Comment

What remains to be seen in the coming months and years is just how airlines will start to work these "cleaner" fuels into their branding and image. At the moment, there is very little in the way of "green credentials" or claims to differentiate between one airline and the next. This is largely explained by the fact that they all adhere to standard procedures and routes which result in very similar fuel burn. Some airlines have equipped themselves with a modern fleet that purports to be more efficient, but even a new model will conform to the manufacturer's claims rather than provide any real leverage or influence over passengers. Maybe one day we will actually choose to fly with "cleaner" airlines if such a list can be established, but just how we factor in the totality of their operations from catering to the flight itself to the sale of ancilliary services is baffling to say the least.

Public Service Communications

2012-03-19T14:12:00.001-07:00

The latest NZTA campaign is perhaps not as exciting as eggs driving around like lunatics and cracking their heads open (Eggs Campaign). It is, however, a fine example of spreading an important message to as wide an audience as possible and making it seem simple enough for all of us to understand.

For those of you who are unfamiliar with the pecularities of driving in New Zealand, we can summarise it like this: just like the eccentric Brits, we drive on the wrong side of the road and have spent the last few decades thinking up odd rules to relieve non-existent traffic congestion that puzzles the hell out of everyone (tourists and residents alike) and often leads to much arm-waving and swearing. All that is about to change, because on the 25th March, those same puzzling "right of way" rules will be banished, to be replaced with....another set of puzzling rules.

This is where the collective efforts of NZTA, Clemenger BBDO and OMD have come into play with a short, sharp mass media blitz to educate Kiwi road users about two changes to the country’s give way rules (that kick in on March 25 at 5am).

The campaign itself may lack the pizzazz and glitz of a more sexy product or service, but the $1.2 million campaign will certainly help save a few insurance claims and hospital bills by getting everybody confused in the same kind of way....

Clemenger’s managing director Andrew Holt says the big challenge was making something fairly complicated as simple as possible. And they appear to have done a good job of it, with a focus on the date the law changes and drawings and animations explaining what drivers, riders, cyclists or walkers will have to do when the two new rules are introduced.

Another challenge was reaching as wide an audience as possible, which is where traditional channels still work best.

OMD’s business director Annabelle Wilkinson says there’s a heavy TV component to the campaign, with two ads explaining each rule change that went to air on March 15. Print is also being used heavily, with a countdown to the 25th that’s running across the major newspapers, as is radio (in a variety of different languages. The final "roadblock" to get everyone's attention is planned across 16 channels the day before the rule comes into effect).

Using a familiar "highway code" style for the online and print questionnaire, the campaign has also used a leaflet drop (into the postboxes of over 1.7 million homes), and, in an effort to ensure people understand the rules, all of the advertising directs people to more detailed explanations on www.giveway.govt.nz or the NZTA contact centre.

Wilkinson says many have questioned the proximity of the campaign’s launch to the date the rules change, but starting 10 days beforehand and running for one week after was based on research conducted in Victoria when their laws changed. This way it ensures maximum awareness of the changes within the budget, while at the same time stopping "thickos" from applying the new rules too early.

(additional data sourced from an original article appearing in StopPress published by Idealog)

Brands: Latest Shifts (Retail)

2012-03-13T19:21:00.000-07:00

Some Brands are winning over consumers, but are they providing real value?

Everyone agrees that Brand equity is something precious to hold on to and can sometimes help you ride out the rough times, but in times of crisis it is also true that our fickle consumers will become treacherous and turn their backs on their favourite product, in search of a cheaper or fresher looking.alternative.

In a recent Bigger Picture Market survey, some of the shifts in New Zealand's Brand Leaders and Losers have come as somewhat of a surprise in a country that relentlessly adores home brands and shuns outsiders, and does so in a consistent manner - year in, and year out.

Take, for example, The Warehouse - "Where everyone gets a bargain". Back in 2005, when I last visited these shores, The Warehouse was best known for selling "cheap and cheerful" goods (to be polite). Walk into any of their glistening red warehouses today and you'll be met with...yes, you guessed it: "cheap and cheerful" goods again. Surely a successful model that has stood the test of time?

Well...yes and no. This latest survey actually ranks the country's largest listed retailer well behind many of its competitors when it comes to delivering value. Market Research firm Big Picture surveyed 300 New Zealand consumers last week, asking them to rate 44 well-known brands in terms of their value.

Supermarket operator Pak'nSave came out on top, closely followed by online auction site Trade Me and DIY chains Bunnings and Mitre 10. The Warehouse came in at No 33.

Big Picture claim that while 67 per cent of respondents thought The Warehouse was good value, its low ranking resulted from 32 per cent saying it was cheap but not good value. However, another 32 per cent said the retailer was offering better value than it had in the past.

And this is perhaps the most important point when we analyse real Brand value and Brand equity - depending on the overall measure and perspective, the conclusions can often be misleading or misrepresentative to say the least.

Shoppers' perceptions of The Warehouse were generally upbeat and positive, but was it offering real value to the consumer? No. And in hard times, people want and expect their purchases to do more for less, rather than just buy more for less.

One of the Brand winners this year - and not a physical shop in sight !

As a result, shoppers were helping to drive the success of the rival Briscoe Group, which operates Briscoes, Rebel Sport and Living & Giving stores. This group has posted a record full-year profit last week. Briscoes itself was ranked 11 in the survey, behind Pams and Countdown.

But The Warehouse wasn't the only listed business given a low ranking for value, Restaurant Brands' KFC ranking 40th behind competitors McDonald's (39), Burger King (31), Domino's Pizza (30) and Subway (10) come as somewhat of a surprise. Yes, they are very popular. Yes, they are "top of mind" and the "go-to" choice of most consumers, but even with modest or steady prices, perceptions fail when it comes to rational sense.

Jon Bird of brand strategy company Idea Works, said the market disruption caused by the global financial crisis had led to heavy discounting by stores, but retailers also needed to enhance shoppers' in-store experience.

Value was more than just a good price - it was a combination of benefits, said Bird, who revealed the survey's findings at the Westfield Retail Brain Food for Breakfast seminar in Auckland yesterday.

Announcing The Warehouse's full-year result in September, chairman Graham Evans spoke candidly of how the retailer had "lost its way". Under-investment had made the Red Sheds "tired and unattractive" and the company hadn't met customers' demands.

The retailer is carrying out a $430 million capital investment programme to return The Warehouse to its former glory through improving the external and internal appearance of its stores, property development and new sites.

Asked if the spending programme would change consumers' perceptions of The Warehouse, Byrne said: "I imagine it will change the perception, whether it's enough is the question.'

BRANDS RATING (Value for money rating)

Source: Bigger Picture Consumer Online Survey

HIGHEST to LOWEST

Pak'nSave 95%
Trade Me 93%
Bunnings 92%
Mitre 10 91%
Maggi 87%
Signature Range 86%
Skype 85%
Pam's 85%
Countdown 85%
Subway 85%
Briscoes 84%
Nescafe 83%
Farmers 82%
Toyota 82%
Home Brand 81%
JB Hi-Fi 81%
Continental 80%
Dick Smith 80%
Air NZ 80%
Noel Leeming 79%
Westfield shopping centres 78%
New World 77%
Postie 76%
Glassons 76%
Mazda 76%
KMart 75%
PlaceMakers 75%
Bakers Delight 75%
Whitcoulls 73%
Domino's Pizza 72%
Burger King 71%
Harvey Norman 68%
The Warehouse 67%
EziBuy 67%
StrawberryNet 65%
Jay Jays 64%
Nosh 64%
Apple 64%
McDonald's 63%
KFC 60%
Adidas 59%
Nike 56%
Jetstar 50%
The $2 Shop 43%

Green Branding Featurette

2012-03-12T19:07:00.000-07:00

This is a fine example of screaming about your green & sustainable credentials in a far more subtle and believable way.

Using an almost perfect balance of story-telling and brand association, this short story delivers a message that has been described as bold, delightful and provocative at once. To quote the resident expert and Editor at Idealog, the charming Esther Goh, this is "Marketing that doesn't bash you over the head" which we tend to agree stands a much better chance at going viral.

EDITOR'S CHOICE AWARD: "Corona" - summer, advertised properly

2012-03-09T19:00:00.001-08:00

As the Southern Hemisphere wonders where its summer went, and Northern climes start the long hard trek to elevated temperatures, we return to cover one of the best artistic pleasures of the summer advertising season, and yes....it is a beer commercial !

One of the Billboard Images used perfect positioning of the corona to shine above the rest

The real beauty of this campaign can only really be appreciated if you are lucky to see one of these billboards out in the open. What amazed me was how well the "corona" of the sun actually blends in with the real world. For example, on sunny days or at sunset, it really looked like a TV screen, and on grey days, the corona almost "shone" out of the billboard as if it was lit.

Coupled with an extensive campaign on TV, internet and other prints which shared the same "relaxed nostalgia" of a road trip, this Campaign wins our Editor's Choice for the Southern Hemisphere's Summer. No doubt it will be making its way up north as summer kicks off in Europe, so if you don't want a spoiler, don't watch our video....... Enjoy Responsibly !

CREDITS:
Account Director: James Mackinnon James Mackinnon
AGENCY: Clemenger BBDO, Melbourne

DESCRIPTION:

Legendary surf director Taylor Steele captured a road trip down the west coast of Mexico in a beat-up 1976 Winnebago with some of his more talented friends - this is, essentially, the journey on film.

More: Images from the journey by Chris 'Hollywood' Searl here: C.Searl Flickr

Music: Years Around the Sun - 'Miles Away' Purchase here: Years Around The Sun

NABS Highly Recommended Entries - PRINT

2012-03-06T16:34:00.001-08:00

The simple but very effective BP Print Ad - Great timing, good use of Brand associated colours and general simplicity

The judges also highly commended an ad that grabbed their attention: BP's Leap Day from "99" Agency: "The strength of this ad was down to its pure simplicity - 3 words to say it all, resulting in a 'clear stand-out factor'."

February judges were Regan Grafton, DDB; Leisa Wall, DraftFCB; Paul Hankinson, 99; and Corey Chalmers, Droga5.

To view all the Finalists in the current Newspaper Ad of the Year series visit the NAB website:

NABS Website

NABS Monthly Winning Entries - PRINT

2012-03-06T16:23:00.000-08:00


The Tui Ad appeared across various newspapers inviting readers to cut and fold for a novel gift

The judges agreed that it showed "great use of the medium and was interactive" and that it "spoke nicely to the immediacy of newspapers".

The end result - a bunch of Roses

Winner Credits:

Executive Creative Director: Antonio Navas

Creatives: JP Twaalfhoven, Brad Collett, Slade Gill, Adam Thompson

Group Account Director: Mark Cochrane

Account Director: Natalie Downes

Clients: Tui Brewery Ltd: Jarrod Bear, William Papesch, Clare Morgan

Valentine's Day Madness - The Edible Phone!

2012-02-25T00:49:00.000-08:00

Though we tend to cover the bigger seasonal trends, we have often steered clear of the kitsch and the cuteness of valentine's day, simply because we think that romantic is relatively personal. However, this story coming from our Japanese correspondent was worth a mention....

The limited edition phone is almost good enough to eat

Running a version of the Android operating system, and manufactured by Sharp Electronics, this chocolate themed telephone even comes with a recharging station in the form of a chocolate box. Sold exclusively in Japan as a special Valentine's Day edition smartphone, this model is likely to become a collector's item, not least due to its limited run of 30,000 units.

More photos and details from:

Q-POT Phone

Online Time - What do you do in NZ ?

2012-01-23T13:20:00.000-08:00

TNS’s (http://www.tnsglobal.com/) recently-released Digital Life study provides some useful insights into how Kiwis spend their time online:

39% of our time is spent on Entertainment (including multimedia, online gaming & shopping)
34% Communications (social networking and email)
22% Information (pre-purchase research, knowledge & education, news, sport and weather)
7% Management (personal admin, planning & organising)

The Digital Life global study also reveals that we tend to be behind other countries in terms of the devices that we use to access the internet (other than PCs):

	NZ	AUS	Global
Mobile	26%	37%	36%
Tablet	4%	10%	5%
TV set	2%	5%	3%
Games console	7%	11%	4%

AGENCY NEWS: DraftFCB Nabs Air NZ Account

2012-01-23T13:10:00.000-08:00

DraftFCB (New Zealand) has been appointed as the lead advertising agency for Air New Zealand after a competitive pitch.

The Airline is also known to frequent Saatchi & Saatchi for some of its work. Last year it run a successful but somewhat controversial campaign with the Colenso BBDO group.

An admired brand, often recognised and awarded for its innovation and customer service including being recently named 2012 Airline of the Year by Air Transport World, Air New Zealand will join a portfolio of other household names and iconic New Zealand and global brands at DraftFCB including Mitre 10, The National Bank, Genesis Energy, NZI, Greggs, PAK'nSAVE, and BMW.

The agency is also well known for its work with a range of Government agencies including highly awarded work for the Ministry of Health on Depression, ALAC and Family Violence. Bryan Crawford, chairman and group CEO of DraftFCB in Australia and New Zealand confirmed he was "thrilled about our new partnership with the team at Air New Zealand, and look forward to working closely with the airline in the future."

DraftFCB will formally commence work from March 2012.

DraftFCB Site

2011 REVIEW: Ghost Chips ...

2012-01-22T00:05:00.000-08:00

In the first of a series highlighting the best of last year's communication campaigns, we bring you a glimpse of one of the most successful Public Service announcements in recent years. Number one on the viral charts, number one on the "most recalled TV Ad" list and number one in a host of other public surveys over the Christmas and New Year period. Don't drink and drive messages are always grim, but this campaign successfully mixed a hard-hitting message with some cultural flavors to really make a statement.

As if the surveys weren't enough, there was even a number of spinoffs, with local NZ brand and T-Shirt Makers Mr Vintage, managing to get a new design in their catalogue during the first few days of the campaign appearing on National TV:

Mr Vintage

Campaign Details:
'Legend' - Anti drink-driving advertising campaign from NZTA featuring 'ghost chips'.

- Title: The Inner Battle

- Music: created by Franklin Road Studios especially for this video clip
- Main actor: Darcey-Ray Flavell
- Directed by: Steve Ayson from The Sweet Shop
- Key statistic: one million views on YouTube in under two week
- Agency: Clemenger BBDO - Wellington

NZ Herald coverage:
NZ Herald Ghost Chips

Other "Sweet Shop" goodness:
The Sweet Shop

D&AD - last of the true awards ?

2012-01-19T23:26:00.000-08:00

I have been a fan of D&AD ever since their conception. Far from being another "luvvie" organization trying to glorify their own troops, D&AD have brought real talent, ground-breaking campaigns and a touch of flair to the international circuit for quite some time now. Is all that about to change?

For those of you who are unfamiliar with D&AD (Shame on you!!) you can play catch-up at the following address (http://www.dandad.org/). Eagerly anticipated is the D&AD round-up of the best creative campaigns all rolled into one handy volume each year (and pictured above in its carbon-friendly glory). I strongly recommend that you obtain the wonderful TASCHEN release (http://www.taschen.com/) along with all the previous editions(if you can still find the coveted titles) for a historic and inspirational look into the world of advertising and creative communication around the globe, as judged by a veritable expert in the field.

A stylish approach to saving electricity

2012-01-17T01:07:00.000-08:00

We've all done it - left the TV on stand-by or the mobile phone plugged into the wall... Despite the fact that numerous studies have shown that these devices continue to consume electricity when we think they have been turned off or have fully charged, we still continue to do it. But all that could change as the next generation of chargers and smart consumer electronics is unveiled to us at CES 2012.

Often referred to as "Vampire" energy to describe the power that is literally sucked out of devices that are plugged into a circuit but seemingly turned off is fast becoming a worldwide concern, as more and more mobile devices are launched and become part of our daily lives.

Electronics accessory manufacturer Brackertron (www.bracketron.com/ ) has already taking up arms with a new range of batteries and chargers to be unveiled at the International Consumer Electronics Show in Las Vegas, next week. Launched under the "Greenzero"name with a pleasant and distinct look, these devices can apparently detect when a gadget is fully charged, and automatically stop providing power. Worth a look and definitely a trend-setter that should alleviate the extra burden that all us gadget geeks are responsible for inflicting on our planet !

Spotlight on: "Carbon Zero"

2012-01-12T18:50:00.000-08:00

Around the world, Governments, Companies and Individuals are embracing the eco-friendly vibe and at least trying to give the impression that they are making headway against the impending doom that is forecast for us all. From a Marketing perspective we have witnessed waves of "greenwashing", some downright lies, and a whole range of half-hearted attempts to jump on the Sustainable bandwagon. So isn't it nice that some guys do come out smelling like roses and tasting as sweet as honey....? Read on to discover how one Kiwi brand is doing their bit for our future well-being ....

J.Friend's "Carbon Conscious" and extremely delicious honey

Winners of the 2011 L'Affare Artisan Award (http://www.laffare.co.nz), this company continues to go from strength to strength.Beyond their deliciously tasting honey, appealing packaging design, and innovative selections of world-class produce lies a genuine attempt to achieve what many promise but rarely achieve in practice: sustainability.

With an unrivaled range of "boutique" honeys, this award has confirmed a growing trend in demand for quality produce in an ever-expanding international market, including Australia, Hong-Kong and Japan, as well as "far flung" markets such as those of the UK and wider Europe.

So is it the taste alone? The sleek bottle design and neat packaging ? Or is it, in fact, the certification that sets J.Friend & Co. apart from potential challengers? According to the company it is the certification, as well as the completely and genuinely organic product which makes the business and output completely unique. Tapping into the carboNZero ™ labeling, many would suggest that a relatively modest company wouldn't even consider seeking certification, but this is just another aspect of a very successful story.

Committed to "reducing (their) negative impact on the environment and ensuring the planet's survival" is just one of the admirable sentiments that is clearly a reality achieved at J.Friend's business.

Even when the products land on "far away shores", consumers can be confident that with the CarboNZero certification, J.Friend & Co. has measured, reduced and mitigated any Greenhouse emissions associated with the product, including those incurred during distribution". And efforts like that are what are making these brands stand out against a tidal wave of green and environmental marketing efforts from the competition.

In the end, it's all about creating a point of differentiation and simply proving your sustainability credentials that will win over the consumer. Throw in traceability, innovative selections and a great taste to boot, and you've got a winning, internationally recognized brand on your hands ...

Competition

2012-01-12T01:53:00.001-08:00

Stay tuned next week for our Competition

An unlikely partnership ...

2012-01-03T22:16:00.000-08:00

This M&C Saatchi campaign is very clever indeed on a number of fronts. Firstly, the mix of street art and gritty scenarios depicted in the Ads have an immediate impact. In this post-earthquake campaign aimed at motivating young New Zealanders to join the force, Saatchi have cleverly mixed a number of conflicting elements and made it coherent like only they can.

"Bansky-esque" Street Scene in Christchurch

Another urban "mise en scene" perfectly performed

Ads are located near to where real events happened

The experiences, locations and people depicted are based on true events and the visual style is deliberate and very effective in delivering its message. With elements of graffiti, and more than a subtle nod towards the street art of Bansky*, the unlikely partnership of street credibility married to a Police Recruitment Campaign makes this one of the most talked about campaigns of 2011.

* Banksy's artwork is known for mocking officers - showing them as riot police with smiley faces, or pushing drugs to children. Although his works are technically illegal, they have been bought and sold for small fortunes by various celebrities and followed the world over by a growing fan base.

The stenciled graffiti of this campaign, created in the British artist’s style includes artwork where a police officer is chasing off a violent offender and another depicting a policewoman shielding a child from a lurking stranger. All the stencils are accompanied by the phrase: 'You too, can do something extraordinary'.

New Zealand Police have released videos detailing how each artwork was formed, as well as the stories behind them. Read more (external post):

Metro Article