StopPress

Marketing, advertising & media intelligence

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Taming the 'first screen': Tom Eslinger on making mobile magic

Taming the 'first screen': Tom Eslinger on making mobile magic

Tom Eslinger, Saatchi & Saatchi’s global head of digital and social returned to the New Zealand stage last week (albeit virtually) at Ad:Tech’s inaugural Auckland conference. And, beaming in over Skype from his hotel room in Singapore, he shared a concentrated dose of the secrets to mobile marketing contained in his book Mobile Magic, which was released earlier this year.

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Darby cuts some shapes for 2degrees' Google Play promotion

Darby cuts some shapes for 2degrees' Google Play promotion

After worming its way into the pockets of well over one million New Zealanders, 2degrees has been focusing on adding the more lucrative business and post-pay customers to its ledger in recent months, with its latest campaign featuring endorsements from Geoff Ross, Dion Nash, Al Brown and Kate Sylvester. But in keeping with the other major telcos and their various marketing partnerships, 2degrees has struck up a deal with Google Play and its long-serving mascot Rhys Darby is promoting it through the wonder of dad dancing.

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Owner/marketer: Bruce 'Pic' Picot, Pic's Really Good Peanut Butter

Owner/marketer: Bruce 'Pic' Picot, Pic's Really Good Peanut Butter

Earlier this year, Bruce 'Pic' Picot’s one-millionth jar of peanut butter came off the production line in Nelson, serving as statistical proof of the love the Kiwis have for his product. And since good news travels, it comes as little surprise that the Aussie supermarkets have signed a deal with Picot to stock his product on their shelves. We chat to the purveyor of nutty goodness about expanding his empire, combining poems with peanut butter and being a Kiwi success story.

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The Magazine Marketing Company placed into liquidation, creditors claim over $300,000

The Magazine Marketing Company placed into liquidation, creditors claim over $300,000

On 15 October, The High Court at Auckland placed The Magazine Marketing Company (TMMC), which was founded in 2008 by Stuart Shepherd, into liquidation for failing to meet payment obligations, which included overdue GST, PAYE, KiwiSaver employee deductions, KiwiSaver employer contributions, student loan employee deductions and income tax. KPMG, which was appointed as the company's liquidator, released its first report on 19 November, revealing additional details about the process thus far.

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The curtain falls on Gigatown campaign

The curtain falls on Gigatown campaign

After thirteen months and 5.95 million tweets, the Chorus Gigatown campaign is now playing its closing scenes, and there can only be one winner. Next Wednesday the long-awaited Gigatown victor will be announced.

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Data dump: the kids are alright

Data dump: the kids are alright

If you believe the headlines, the world is going to hell in a handbasket. But if you believe some of the data (or Bill Gates), things have never been better, with fewer wars, more wealth and better health. Auckland University talked to New Zealand secondary school students about a range of things in 2001, 2007 and 2012 and here's how their behaviour is changing.

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Hubbards aims to set off a chain reaction of good deeds

Hubbards aims to set off a chain reaction of good deeds

Since the first days of the internet, those online have experimented in creating behavioural chain reactions. Most often, these early attempts involved little more than sending out an email that contained a promise of all types of misfortune if the message wasn't forwarded. And invariably, there would always be a few recipients who found the electronic promise of impending doom as sufficient impetus to send the message on. And while this achieved little more than cluttering the embryonic email accounts of early adopters, the principle underpinning these chain letters is still relevant in today's social media age in the sense that if you give people a good enough reason to share something, then they will pass it on. StopPress looks at how muesli brand Hubbards has been trying to create a chain reaction of its own through a campaign called 'Keep the good going', which encourages Kiwis to participate in random acts of goodness.

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Speight's and DDB grin and bear it as Karl Burnett makes an uncomfortable return

Speight's and DDB grin and bear it as Karl Burnett makes an uncomfortable return

Speight's comically masculine southern man campaign idea had a long and very successful run, and its previous agency Shine attempted to bring the idea into the modern era with the 'Knowing What Matters' campaign. DDB took over late last year and, in one of its first major campaigns, it's moved it even further away from 'Good on ya mate', with its ad for Speight's Alchoholic Ginger Beer featuring some major self-deprecation from ex-Shortland St star Karl Burnett and a massive pun.

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Stuff invites Kiwis to create art in the dark

Stuff invites Kiwis to create art in the dark

Fairfax is starting to challenge the Herald's dominance in Auckland with a series of campaigns that aim to draw the Super City's denizens to its publication. The most recent effort involved an activation at Art in the Dark, which saw event attendees queue in long lines to enter the Stuff tent to get a shot at literally creating art out of light. Once inside the tent, Kiwis would be given LED glowsticks and were then told to draw or write in the air. These actions were then captured using long-exposure photography, resulting in a host of creative images that were tagged with the Stuff brand.

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Vodafone changes tack with Christmas ad, aims for warm fuzzies rather than laughs

Vodafone changes tack with Christmas ad, aims for warm fuzzies rather than laughs

Unlike the UK, where marketers still seem quite partial to launching a massive festive campaign, New Zealand brands tend to keep things slightly more understated. In the UK, Vodafone got the entire country to sing 'Let it Go' from the movie Frozen. But the New Zealand outpost has taken a more lovey dovey approach, with a classic telco ad that focuses on the emotional power of the Christmas connection.

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