As the nation shrugs off its collective hangover and tries to return to normality, many are struggling to remember life before the World Cup… What did we care about? What do I do? But at Air New Zealand it was straight back to business as usual, and first up was ensuring the airline’s continuing support for the All Blacks. Read more »
Years of pain, suffering and putting up with calls from antagonists who try to dull the throbbing hurt by saying ‘it’s only a game’ might—and should—all be forgotten on Sunday night. And, from a marketing point of view, what a ride the RWC has been. There have been enthralling PR disasters with the likes of MasterCard, Adidas, Telecom and the IRB; there have been PR masterstrokes, like getting the whole NZ-based Tongan community behind their team; there have been great campaigns and stunts that sit somewhere between sneaky and savvy from the likes of Steinlager, NZ Pure, Vogel’s and KFC; there have been more than three million Tweets about the tournament and the teams involved in it; and, despite many doubters, Martin Snedden and his gang of RWC 2011 optimists managed to reach their massive ticket sales target and, with 87 percent of tickets sold, showed that marketing and fulfilment don’t have to be mutually exclusive. Hopefully that ride comes to an appropriate conclusion in Auckland, which, as one cad said, has looked like an artist’s impression for the past six weeks. And hopefully Richie McCaw gets to lead the ticker tape parade down Queen St in Telecom’s pink fist car, perhaps with the injured Captain Underpants riding shotgun. Read more »
As many law-abiding citizens know, prisons are a necessary evil. Recently our finance minister said prisons were a “moral and fiscal failure” at “$250,000 a bed, $90,000 a year to run”. The money spent by New Zealand on incarceration dwarfs what has been spent on the … Read more »
Rugby World Cup (RWC) sponsorship activity is already rampant and as some visitors get set to make the most of the tournament by heading along to the games or watching them at Party Central, they’re being given a taster of what they’re in for, quite literally by way of taste. RWC sponsor Brancott Estate, in conjunction with EYE and creative agency Pim, has created a virtual vineyard at Auckland International Airport that stretches across both arrivals halls and extends onto travelators, walls, floors and ceilings.
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In case you haven’t noticed, the nation has fully embraced the Rugby World Cup, as evidenced most clearly during opening night festivities, when, according to a special survey of all the individuals (15+) in Nielsen’s 500-home TAM panel, the opening game was watched by 81 percent of all New Zealanders, with 11 percent of those watching it at a pub or outdoor venue. Read more »
When it comes to making successful branded apps, there are generally two rules: either make it useful or give it some novelty value. And, if possible, combine elements of both. And Heineken and &some have done just that with a new smartphone app that shows locals and visitors where to find official RWC bars, as well as their mates, their rivals, a taxi home and, if they’re lucky, even some tickets to the final. Read more »
Rugby is infused into a vast array of marketing campaigns at the moment and there have already been a few savvy and seemingly legal attempts by non-sponsors to skirt the rules and cash in on the Big Rugby Event. Unashamedly patriotic bread brand Vogel’s and its agency Publicis Mojo are the latest to join that cheeky anti-establishment club with another simple but very effective outdoor campaign that welcomes the tournament and offers some support to the boys. Read more »
Perhaps it’s just us, but the year seems to be flying by and between the Rugby World Cup, Christmas and that little ‘ole thing called the general election, the second half will inevitably go faster. And if you’re an advertiser, ThinkTV says it’s you who’d better speed up to get “plum” advertising positioning. Read more »
If you were watching the All Blacks vs South Africa test on Saturday, you may have noticed what appeared to be yet another earnest, borderline homo-erotic rugby-themed ad featuring bulging muscular thighs pumping away in slow-motion as the All Blacks presumably surge to victory. But this brooding, black and white number for Sky by DDB and Prodigy isn’t your typically serious World Cup year effort. Read more »
There’s been plenty of discussion about the Major Events Management Act (MEMA) and the steps being taken by organisers to limit so-called ambush marketing during the upcoming ‘Big Rugby Event’. Some say the rules are too draconian and kowtow to the corporates, while others believe they’re fair enough because they aim to protect the sizable investment of the Rugby World Cup’s official sponsors. Urgent Courier’s Mobile AdVert has already come under fire from OMANZ for a possible breach. And we’ve found a campaign on AA’s Bookabach.co.nz that looks like it’s in a very similar boat. Read more »
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Who’s it for: Meridian by Assignment Group and Perendale
Why we like it: Wells works very well as a quirky Meridian mascot and manages to spread its renewable gospel in a non-preachy, sensible and entertaining way. Plus, it shows off some of the best bits of New Zealand and there’s a pretty good story behind the ad too.
Who’s it for: NZ Book Council by Colenso BBDO and Octane Digital
Why we like it: Much like the previous powerful effort for NZ Book Council, Going West, the time-consuming paper artistry on display for the follow up well and truly captures the attention and shows how books can shape lives.
Who’s it for: Shapes Roadies by Y&R Auckland and Finch
Why we like it: Many New Zealanders didn’t take too kindly to the glut of manvertising that was foisted upon us last year. But, judging by the response to the absurd and very entertaining campaign for Roadies, they seem to like manchildvertising. Some bravura performances in the backseat on display here.
The two winners of the Doritos Crash the Superbowl competition (both creators got a million dollar bonus, apparently).
Surely the best ad ever made for a tattoo parlour (and check out how life imitates art at the end).
All this year’s Superbowl ads in two minutes.
Ghost Steve Jobs will come back to haunt you, Action Electronics.
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How cereal boxes have changed over time, Mad Men posters greatly improved, The Herald on Sunday tows the cow, sheep are inheriting Middle Earth, Hipster Hitler, Rickrolling in a report on a field trip, all you need to be an evil overlord, and this is definitely not a set-up for a movie.
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