July 6, 2010
Campaign review
Making contact
Originally published in NZ Marketing March-April 2010, page 92
The first installment of Campaign Review and there’s no separating the top five
Starting with this issue of NZ Marketing, we’re adding a freshly squeezed new section to the mix. So, dear readers, let us introduce you to Campaign Review, where we publish the latest advertising work from Kiwi agencies.
To spice things up a bit, all the entries are critiqued by a judgemental triumvirate: a creative director, a marketing guru and a communications educationalist. They rate each campaign out of ten, we add in our NZ Marketing score and the votes are tallied. Admittedly—and openly—these campaigns are being judged completely out of context and without any understanding of the brief, the behind-the-scenes bitching or the burdensome demands. But this means the judges get to see them exactly as the consumer does.
Each issue we’ll invite three different judges to the party. Thanks to Adam Kanzer, creative director at DDB New Zealand, Chris Sutton, marketing director at Avanti Bikes and Paul White, senior lecturer/creative director at AUT’s school of communication studies, for loaning us their sagacity. We’re also building an online archive of this work on StopPress.co.nz and each entry can be viewed in our new Campaign Review section.
WINNER: Contact Energy
Agency: Zephyr/Rainger Client company: Contact Energy Product: TriNZ Sponsorship Client contact: Craig Griffiths Media used: Magazine Creative-Accounts team: Ant Rainger/Robert Coulter/Pip Mills Media strategist: Phillip Hart Writer: Warwick Delmonte Art director: Quentin Pfiszter Photography: Mike Heydon
It was a cut-throat battle for supremacy in the inaugural Campaign Review, with no entry standing out as the clear victor (not surprisingly, the opinions of the creative director and marketer varied considerably). You could throw a blanket over the top five, with only three points out of a possible 40 separating them all. But there has to be a winner, and it was Zephyr for its Contact Energy TriNZ Sponsorship campaign.
Campaign description: “Contact continues to put all its energy behind TriNZ, in particular their ‘beginners triathlons’—the 3:9:3 and the Women’s Series.”
Chris Sutton: Bold image, strong story. Really like the fact they don’t show the sport but rather the emotional benefit. Great headlines and use of colour.
Paul White: The main ad’s lovely. A simple word play, nicely art directed and well written, especially this: ‘…crossed the line as the second proudest person. The proudest of all was her was her husband, Roger…’ So true.
SECOND: Blues
Agency: Big Communications Client company: Blues Product: Tickets to home games Client contact: Grant Mckenzie/Robert Brooke Media used: Newspaper/Outdoor/Radio Creative-Accounts team: Joe Holden/Ant Salmon Media strategist: Total Media Writers: Isaac Thackray/Joe Holden Art directors: Tom Etuata/Guy Johnson Senior Account Manager: Diane Rickit Photography: Ross Brown Retouching: Andy Salisbury
Rugby was the runner-up on the day, with Big’s campaign for the Blues taking second spot.
Campaign description: “Buy a ticket to a Blues game and you’re part of the team too. The campaign underpins umbrella positioning for the 2010 Rebel Sport Super 14 season ‘It’s part of who we are’. Only genuine Blues fans (rather than paid talent) are featured in the campaign’s eight executions.”
Adam Kanzer: It had some simplicity to it that I appreciated. And a bit of an attitude that felt right.
Paul White: Lovely idea to put spectators and players side by side. A real thanks to the supporters. And it looks good too. Not quite as easy to take in when you’re driving past, but good. And top marks to the art director for getting six logos in one billboard!
THIRD: Tourism Fiji
Agency: Barnes, Catmur & Friends Client company: Tourism Fiji Brand: Fiji Client contact: Sala Toganivalu Media used: TV/Outdoor Creative-Accounts team: Paul Catmur/Daniel Barnes/Jo Cheyne Media strategist: Katrina Reinsfield Writer: Paul Catmur Art director: Crispin Schuberth Agency producer: Jo Cheyne Production: Flying Fish Producer: Brian Kassler Director: Anthony Rose Post production online: Oktobor Soundtrack: Franklin Rd Music: “Lucky” Kat Edmonson
In third spot was Barnes Catmur & Friends ‘Fiji Me’ TV and outdoor campaign.
Campaign description: “We wanted to remind New Zealanders how special Fiji is as a destination compared to other Pacific destinations. It’s perfect for romance (once you put the kids in daycare) and where else can you catch a giant trevally off the hotel beach?”
Chris Sutton: Beautifully shot, great editing, stunning imagery with music tying it all together perfectly and all done without making romance seem cheesy. I really like how it’s built on the previous Fiji Me campaigns. It clearly shows the power TV still has over other mediums to drive emotive behavior.
Grove Mill
Agency: Hot Mustard Client company: New Zealand Wine Company Brand: Grove Mill Client contact: Sarina McNamara Media used: Magazine/Newspaper/Outdoor/Digital Creative-Accounts team: Jayson Houghton/Natalie Allen Media strategist: Michael Kiernan/Natalie Allen Writers: Philip Tetley-Jones, Jayson Houghton Photography: Fraser Clements Typography: Catherine Danby Retouching: Dan Coroian Designer: Catherine Danby Other: Kate Bridges, IDC Worldwide Ltd
The challenge was to connect with consumers and identify with their environmental conscience. The result—a ground breaking & stylish campaign showing the wine as the hero in aspirational social occasions accompanied by the ‘guardian’ of the Grove Mill brand, the Southern Bell Frog.
Lemon and Paeroa
Agency: Ogilvy NZ Client company: CCA Product: Lemon and Paeroa Client contact: Leigh Moss Media used: TV/Digital Creative team: Damon O’Leary ECD/Basil Christensen ECD/Nikki McKelvie GAD/Saya Tran AD Media strategist: Michael Prentice Writers: Tom Paine/Ben Pegler Art directors: Ben Pegler/Tom Paine Agency producer: Nick Barnes Production: Automatic Producer: Jonny Blick Director: Mike Aldershaw
This campaign featured a 30-second TVC and a series of webisodes that could only be viewed on the website. You’ll meet Morris Morrison, Minister of Tourism to Paeroa to promote tourism to Paeroa, and his assistant Colin Brown, the ‘face’ of Paeroa. With slogans like ‘Paeroa: We have EFTPOS’, Colin takes to the road to tell the rest of NZ how great Paeroa is as he makes his way to Wellington to meet President John Key.
Chorus
Agency: Creature Limited Client company: Chorus—A Telecom New Zealand Business Brand: Chorus Client contact: Melanie Marshall Media used: Environmental Graphics/Installation Creative-Accounts team: Janelle Rodrigues/Brooke Ashton-Taylor Media strategist: Matt Williams (iSite) Writers: Brett Jackson/Creature Art director: Janelle Rodrigues Agency producer: Touch/Cast Directors: Janelle Rodrigues/Andrew Hawley Illustration: Christen Stewart
Chorus wanted to promote its massive programme of work to lay fibre optic cabling and install high-speed broadband cabinets. Wellington airport was an ideal location to get the message to people from as many places as possible in one go. An installation integrated with video content to reinforce the message that the work is real and happening now in numerous communities.
A Piece of NZ
Agency: King St Client company: Synergy (Cambridge) Trust Product: A Piece of NZ—Million Dollar House Giveaway Client contact: Murray and Michelle Smith Media used: TV/DM/Web/Digital Creative-Accounts team: Tony Aubrey/Chris Williams/Sarah Crocker Media strategist: Stephanie Gower/Kwan Ng Writer: Konrad Smith Art directors: Anna Wilkinson/Katherine Kudo Agency producer: Sarah Crocker Production Company: Luke McPake Producer: Sarah Crocker Director/Editor/Animation: Luke McPake Soundtrack: Michael Taylor Music: Michael Taylor Footage: Richard Harling Other: Claudia Hill/Nathan Cox Typography: Anna Wilkinson/Katherine Kudo
An online sales promotion (www.apieceofnz.co.nz) was created to sell photographs to help fundraise for a new community centre and church in Cambridge. Purchasers were entered into the draw to win a family home valued at $1 milion given away by the Smiths. Sales of $1,226,000 were generated in a three-month period.
NZ Pure
Agency: Barnes, Catmur & Friends Client company: Independent Liquor Product: NZ Pure Client contact: Adam Maxwell Media used: Outdoor Creative-Accounts team: Paul Catmur/Daniel Barnes/Mike Wilson Media strategist: Katrina Reinsfield Writers: Paul Catmur/Matt Weavers/Jesse Stevens/Mike Babich Art directors: Crispin Schuberth/Brad Stratton Photography: Rory Carter Retouching: Slice
In order to make NZ Pure stand out from its lesser competitors we settled on simple executions with white (instead of green) as the dominant colour and humour (instead of dullness) as the dominant theme.
MINI John Cooper Works
Agency: DraftFCB Client company: BMW Mini NZ Brand: Mini John Cooper Works Client contact: Greg Hedgepeth Media used: Outdoor Creative-Accounts team: Chris Schofield/Billy McQueen Account Managers: Fleur Head/Emily Bellringer Media strategist: Mana Tai Writer: Rory McKechnie Art director: Clara McLaurin Typography: Clara McLaurin Retouching: Graeme Cooper Photo library: BMW Mini Stock Model making: Bootleg
To generate awareness for MINI’s John Cooper Works, we invited drivers to make some noise for us. By revving their engines or tooting their horns, motorists bring our sound-activated billboard to life. That way, even non-MINI drivers could get in on the action.