Messaging within the rental car market has traditionally been very functional and offer based, focusing on seasonal cues to leverage sales - creating somewhat of an uninspiring landscape. This opened up an opportunity for Avis to target customers who are looking for a more enriching experience - both while driving and once they’ve reached their destination.
Discover More With Avis is a brand positioning campaign that brings to life the premium experience of Avis. The campaign encourages people to put their foot on the break and take advantage of what New Zealand has to offer – all whilst staying safe.
In order to showcase this we took off in an Avis rental car and captured stills of New Zealand’s natural beauty and hidden activities - like farmers’ markets, strawberry picking, hiking, and scenic look-outs.
The campaign was rolled out in print, POS, OOH, digital banners and their...
The New Zealand car hire landscape has become a battlefield of price fighters. With most of the messaging in the market very functional and offer based. Because Budget stands behind offering great quality at great value, they didn’t want to be sucked into this price war. We needed to put Budget firmly on the top of the considerations list when thinking about hiring an affordable and a dependable vehicle.
The brief was to reinforce New World’s fresh food credentials. But we set ourselves another challenge – to create something new in the category. How could we move away from ‘shouty’ retail and find a solution that was more inspiring?
Noel – a New World employee who bares a striking, almost uncanny resemblance to Santa – well and truly captured the hearts and minds of Kiwi shoppers. How could we bring him back for 2015 and continue the fun, and the suspense?
Genesis Energy is New Zealand’s largest electricity retailer and one that powers communities throughout the country. They’ve recognised that it’s the local heroes and communities that are the real power behind New Zealand. This is where the Shine A Light concept came from. It’s an idea that gives Genesis Energy the chance to connect with Kiwis on a local level and showcase to the world the heroic efforts of normal everyday New Zealanders.
Farmers has been Kiwis favourite department store for over 150 years.
But that’s meant many New Zealanders have pre-determined ideas about their range. Many for example remember going there as children so now see the store as old fashioned, while others see Farmers as not really relevant beyond those everyday basics like socks and underwear.
In recent times however, a lot’s changed. Farmers now stock more world-class brands than ever. What’s more, they’ve now well and truly moved online, with over 40,000 items now available through their eStore.
So we wanted people to take a fresh look at Farmers, to get a true appreciation for just how amazing their range has become.
The energy market can be a confusing and less than inspiring place. Electricity is often considered a grudge purchase and most consumers see no difference between suppliers.
Our opportunity was change the conversation in the market place from simply giving customers credit on their bill to join to acknowledging that people would rather spend their money on something other than their power bill.
The challenge was how we could creatively execute the offer is a new, refreshing way to stand out in market.
Shave for a Cure is Leukaemia & Blood Cancer New Zealand’s (LBC) signature fundraising event. Every year people sign up and raise money in exchange for shaving their heads. We affectionately call these people Shavees. The funds they raise account for half LBC’s total yearly income and are critical to helping LBC support people affected by blood cancers and fund research towards a cure.
The charity marketplace is very crowded, with over 27,000 charities operating in New Zealand. Many of the more well known of these charities were also campaigning at the same time. Given the high profile of these competing organisations and the comparatively low awareness of blood cancers, gaining cut through was critical for us.
As part of their sponsorship of New Zealand Surf Life Saving BP gives away two Inflatable Rescue Boats (IRBs) each year to clubs.
We wanted to create a campaign around the IRB give away that would engage not just surf club members but also the wider beach loving public.
We wanted to make our Surf Life Savers the heroes, tell their stories and involve Kiwis all over the country in deciding which clubs would get new boats.
Genesis Energy is the largest energy retailer in New Zealand. With that in mind, it stands to reason that they have a crucial role to play in the creation of millions of meals in homes across the country every day.
So to help build a strong association in customers’ minds about the role that energy plays in Kiwi homes, we decided cooking should be the focus. And this was brought to life by sponsoring the first ever My Kitchen Rules New Zealand.
With winter taking hold, Genesis Energy were looking to heat things up with their Dual Fuel offer.
To do this, we wanted to build on the learnings and success of the first nationwide Dual Fuel campaign from 2013. We were also looking to stand out from the other competitors retail communications, which typically have been fairly dry and unexciting.
This meant finding a new way to amp up the warmth and charm in Genesis Energy’s retail work.
After the massive success of their Little Shop campaign in 2013, New World were looking to create a follow-up retail campaign that would continue the success of Little Shop mania, while also driving incremental sales, increasing basket size and encouraging grocery shoppers to switch their shop to New World.
For their Christmas 2014 campaign, New World were looking for something a little different. But creating a unique and distinctive campaign to cut through the clutter and support vital sales during the Christmas period is one of the toughest briefs you can get in advertising.
There has been a major shift in the Farmers business with reinvigorating the brand and product offering in store, new store fit outs and extending and improving ranges across the store. 2014 was the time to communicate this revolution to our customers. We had the opportunity to make the Farmers product the hero of our communications. In a category that is highly competitive and known for sales driven promotions, this campaign needed to stand out and add value to the already existing promotional offering at Farmers.
The Child Cancer Foundation has an annual collection drive during March, but they are competing with various other charities for the same dollar. An emotional connection with the audience is key. We also had the opportunity to increase awareness of the CCF by educating New Zealanders on the work CCF does to support children and their families.
Shave for a Cure is Leukaemia & Blood Cancer New Zealand (LBC)’s signature fundraising event, responsible for contributing over 60% of the organisation’s funding. With this in mind, Shave for a Cure’s success (sign ups and dollars raised) is critical to the organisation’s ongoing ability to provide its services free of charge. Our key insight was that Kiwis love feeling like they’re making a difference – but with many charity appeals live in market, our challenge was to create an impactful campaign that resonated with Kiwis and inspired them to take part in Shave for a Cure, on a charity budget.
Journaling is acknowledged as a beneficial tool for cancer patients to help express complex emotions and come to terms with their diagnosis. Studies have shown that even one writing session can have a positive impact. With this in mind, Leukaemia & Blood Cancer New Zealand set out to create a customised journal to provide as a free resource for patients diagnosed with a blood cancer.
Despite being one of the most common forms of cancer in New Zealand, blood cancers had very low awareness levels – especially within the most at-risk age bracket. LBC challenged us to create campaign that would raise the profile of blood cancers, and get people talking about them.
After successfully reinvigorating their business over a number of years, Warehouse Stationery came to us for the next stage: a complete redesign and relaunch of their brand. The goal was to create a highly visible retail brand that would position them as more than just a stationery store.
As part of their 50th Birthday celebrations, New World were looking to deliver a game-changing retail campaign that would drive incremental sales, increase basket size and encourage grocery shoppers to switch their shop to New World. We also had the opportunity to create a promotion that helped build on the New World brand experience.
The CX-5 represented an exciting proposition for Mazda, their first stunningly styled crossover SUV. As a completely new model, we had to generate awareness of the vehicle well in advance of it being in market, so that we could to hit the ground running.
We launched with a two-phase campaign. We used the pre launch period to generate awareness of the CX-5, using the cheetah as a creative expression of Mazda’s Kodo design. This teaser device allowed us to generate hype and excitement around the new vehicle without having to give the game away. The campaign was integrated right through the line, from pre-release eDMs to launch TV.
The Mazda6 is one of Mazda’s most recognised vehicles and a leader in the mid sized segment. But that market segment has become smaller in recent years. So, for the new Mazda6, we wanted to widen the net and target those people trading up to SUVs and down to compact vehicles.
From day one of our long partnership with Farmers, the strategy has been to put fashion at the centre of their business and present Farmers as the fashion-forward department store for New Zealand women. Several years ago, as part of this strategy, we created a twice-annual New Season campaign. This is our opportunity to present Farmers as a true fashion destination.
Genesis Energy has more customers than any other energy provider in the country. When they relaunched their brand, they wanted to show that customers are at the centre of everything they do, by showing the connections between Genesis Energy and the things everyday New Zealanders put their energy into.
Genesis Energy were looking to grow their customer base nationally, particularly those with both electricity and natural gas or LPG. Because prices vary between the North and South Islands, we needed to find a broad way to communicate the benefits and talk about potential savings, without getting specific about price.
Genesis Energy wanted to showcase MyMeter, their new tool for helping customers keep an eye on their energy use, from anywhere. We wanted existing and potential customers to see how Genesis Energy were actively building tools to help give Kiwis more control over how they used energy at home.
Lymphoma is New Zealand’s most common blood cancer, but incredibly low levels of awareness mean many don’t recognise or act on the symptoms resulting in late diagnosis. We set out to help change that for World Lymphoma Awareness Day. But how do you get thousands of people (including teenagers) to watch an educational video about cancer?
With the Mazda6 already being New Zealand’s choice of mid sized vehicle and our new model in market, our sponsorship of The Block was the perfect opportunity to generate some awareness for the vehicle and capture some talkability and social buzz around it.