Since the powers that be wouldn’t let us throw $100k out of a helicopter in the real world we decided we would throw the cash all over the web. All you have to do is be a V Republic member and make sure you get a good spot on the virtual field. To guarantee that spot you have to play the ‘Sprint to the Park’ game and get to the field as fast as you can… too easy!
If you are in the first 2000 people you will be eligible to catch the virtual cash that will be dropped from a virtual helicopter a week later. To see the cash falling we have developed a Bebo widget to insert in your Bebo profile that automatically collates the amount of cash you will receive.
This week Colenso BBDO and Aim Proximity launched for Vodafone a campaign focused on showcasing the new innovation products and services available on New Zealand’s leading network. Our communication goal was to get New Zealand customers to understand that the best technology platform in New Zealand is Vodafone’s and that Vodafone’s technology advantage means a better experience for customers and therefore better value.
Compass
Mobile TV
Local Zone
Mobile Internet
We wanted to start the conversation with customers in the right place, make it about the great things the Vodafone network allows you to do. Then follow through with the reason to believe being the technologically better network.
The creative brief was to speak plainly with customers and to avoid using or creating technology jargon. We wanted to showcase Vodafone as a world-leading global network.
As the creative idea developed we knew to have cut through we had to acknowledge that customers have seen previous (and less impressive) iterations of Internet and music on your mobile phone from other competitor networks. So we knew for customers to out take a strong technology superiority message we needed to prove that these are major improvements on previous iterations of mobile Internet and music as well as showcase new GPS and video calling services.
We decided we needed to have a much more involved and detailed level of engagement into the messaging. We needed to be demonstrative and interactive Which is why we recommended putting an interactive experience at the heart of the innovation communication strategy.
Our campaign idea was ‘fold’. The TV showed and demonstrated a number of Vodafone Innovations in a beautifully ‘fold in’ created TVC.
The online experience was basically to ‘fold out’ and give details of these innovation and move the target groups closer to sign up for these products and services. We developed full page roadblock rich media online advertising, the take over execution of the New Zealand Herald was a New Zealand first. All online media executions when to a dedicated Vodafone innovation hub located at the Vodafone New Zealand web site. The content goal was to be engaging, playful and participatory.
Land Transport New Zealand Wellington 2nd July 2008
Driver distraction is a growing problem in New Zealand. Each year a staggering number of serious crashes are caused by drivers using their mobile phones behind the wheel. Land Transport New Zealand asked Clemenger BBDO Wellington to develop a campaign to demonstrate to the target audience how a simple thing like texting can have fatal consequences while driving. The challenge however was to not only show people just how dangerous the activity is, but to let them actually experience it for themselves.
The Clemenger BBDO idea was Distracted Drivers an online demonstration allowing viewers of an online ad to text a driver in real time. The banner ad shows a “live webcam” of our driver and encourages the user to send him a text.
The idea was to demonstrate to the target audience how a simple thing like texting can have fatal consequences while driving. The demonstration begins when a user, scrolling through a web page, comes across what looks like a live webcam of a driver.
The headline claims the user can send the driver a text message in real time using a simple code. As this had never been done before we needed to over come technical problems and actually create a way to do it. For this same reason, everyone wanted to try it just to see if it would actually work!
It did. The instant the message is sent, the driver’s phone beeps and lights up. The driver then reaches over and picks up the phone to check the message. Amazingly, the user’s message appears on the screen. We didn’t care what the message was, as only the would see it.
The user is so distracted by seeing their text message appear live on a web page, they don’t realise the driver is drifting across the road. There is a sudden screech of tyres, a horn blares, and an oncoming car smashes into the driver, causing the screen to flash and cut out.
Our ‘Distracted Drivers are Dangerous’ message appears, along with the option to watch the sequence again – where the user can plainly see how obvious the oncoming car is when they’re not distracted by their text message.
Finally, the user receives a text message reminding them how dangerous the phone (now in their hand again) can be if they’re behind the wheel. Both the online ad and follow-up text message encourage the user to share the ‘live text’ experience with a friend.
The first day the campaign received over 170 text messages. Since then thousands more have been sent and the dangers of texting while driving have become a national news issue, surpassing all our expectations. The New Zealand Government has since proposed to ban the use of handheld cell phones while driving, and many companies have forbidden staff to use their cell phones while driving company cars.
Clemenger BBDO Wellington: Distracted Drivers: Show reel
Air New Zealand came to Colenso BBDO and Aim Proximity with a business challenge. Pacific Blue (Virgin) was preparing to enter the New Zealand domestic market in December 2007. Obviously Air New Zealand wanted to minimise the impact of their arrival and stop them gaining a foothold in the New Zealand market. To do this, Air New Zealand wanted to continue to communicate their brand leadership and get them talked about. They wanted to ensure leisure travellers of all shapes and sizes who shop around for the cheapest fares still keep Air New Zealand top of mind.
Our Idea,‘Grabaplane’, fill a plane with your friends and you have a chance to fly it anyway in New Zealand . A ludicrous offer from GrabaSeat
The mechanic was to create a virtual plane, name it, select your start and end destinations and what you’ll do for a day. To be eligible for the plane you need to fill it with 40 friends within the four week promotional period. As a registered user you could only have one flight but you could be invited on as many other flights as you like. Yes a truly viral mechanic. The consumer value exchange was wonderful. How often in your life do you get a chance to grab your own plane for a day and fill it with all your mates and fly it anywhere you want in New Zealand for free? In what is a world first, the Air New Zealand grabaplane promotion captured the nation’s imagination.
The campaign launched on December 15th, 2007 and ran for four weeks. The results of the campaign were huge and was New Zealand’s largest ever online promotion. Over 5% of the New Zealand population was engaged for over a month. We had the launch, the viral build, the close and the event it’s self. We had free media from TV news stories, radio call outs, newspaper articles, Blog postings , face book wall postings.
Check out the campaign show reel below, note the music track is ‘Sun Hits The Sky (Radio Edit)’ by Supergrass. ____________________________________________________________________________
The Energy Drink category first started booming in Europe and Asia in the early 1990’s. "Red Bull" is widely accepted as the largest and first brand to recognize the need to provide people who lead a busy lifestyle with a boost of energy and vitamins in one swift (non alcoholic) hit.
Frucor Beverages Ltd is one of Australasia’s most dynamic and successful drinks companies and marketer of innovative beverages. Noting these international trends, Frucor’s launched ‘V’ in New Zealand in August 1997. ‘V’ goal was to deliver all the pick-me-up qualities of Caffeine and Guarana in a brand designed specifically for daytime.
Colenso BBDO worked closing with Frucor during the creation of the product and launched V via a campaign called ‘Mid-Afternoon Wake Up Call‘. In just two years V captured over 60% of the entire New Zealand energy drink market. New Zealanders drink twice as much ‘V’ as all other energy drinks combined! ‘V”s popularity grew so fast it is actually grew the entire energy drink category all on its own. Coca Cola NZ even put out a drink that looked similar in packaging to steal away some momentum, so ‘V’ had a change in bottle shape to avoid any confusion.
Today V is still the number one energy drink and as the second half of 2007 rolls through the energy drink category has seen some new entrants competing for market share. Research this year has indicated the core target audience (15 to 24 years) was perceiving the V brand as a little one dimensional and maybe too TV centric compared to the aggressive experiential brand competitor of Red Bull.
Colenso BBDO with OMD New Zealand was tasked to find a relevant and meaningful way to take the V brand beyond TV, into the lives of the core target. We discovered an insight that our core market valued opportunities that allow them to express themselves, connect with others, and at the same time challenge everyday constraints.
This insight into our audience gave birth to the idea V Republic. An online community that asks members to challenge everyday boredom for exclusive benefits and experiences.
In a nutshell the V- Republic launched this month is an online and offline platform that is the opposite of boredom, conformity, and the same-old. In fact you’re in charge. Yep, you say jump, we say "how high, how far, where, with whom, and what should we land on?" We want your ideas on some stuff we’ll be doing for you over the next few months. Then the people (that means you) vote on which ideas will actually happen. For real. So join in and have your say, because who knows what you want better than you?
V Republic home is located on Bebo, New Zealanders most popular social network site. Actually V Republic is the first New Zealand advertiser to invest in an exclusive online strategy through Bebo. By housing the V Republic within Bebo we do not have to invest time, energy and money dragging the target away to an alternative website – this is our “Trojan horse”.
The V Republic launched is all about showing the premise of ‘it’s what you make it’. We are out there asking V Republic users what we should do with $100k (and a pallet of V). We are also fully utilizing the entire suite of Bebo advertising assets from homepage takeovers and homepage video to editorial mentions and banners all with the purpose to promote the V Republic over the forthcoming months. As a result already the campaign successfully is the largest Bebo community with over 10,000 members and growing.
Key events and benefits that will be promoted through the V Republic and Bebo over the coming months will include;
• A free party thrown for the “most loved” town • An Auckland block party with Aussie band The Midnight Juggernauts • A Wellington block party with local legend (TBA) • V supplied VIP bathrooms at the Big Day Out
V- Republic is allowing us to tap into and learn key consumer insights of our audience around connectivity, exploration, sharing and customization. The immediate nature of the Internet is already giving us feedback and insight into what resonated with our key target audience. An exciting time is ahead.
It’s been six wonderful weeks in New Zealand and I’m thoroughly enjoying the creative and vibrant zing the country has to offer. It’s been great getting around meeting new clients and my new agency group colleagues at Clemenger Communications.
My posting today will look at brands in the Fast Moving Consumer Goods category (FMCG), also known as Consumer Packaged Goods (CPG), which are products that have a quick turnover and are usually relatively low cost. For many years there has been considerable debate from FMCG marketers on how to use online or interactive in the marketing mix to create brand impact that results in sales.
What we do know and don’t debate is that there are three basic human experiences that go back to the cave: storytelling, game-playing, and music. With this fact it has been a very correct decision to use a high level of TV in the marketing mix as it has been the best way to deliver on all three human experiences and deliver a strong brand message.
Now with online usage and demand taking on television re time spent, online is now becoming the people’s oxygen and thus we are seeing consumers seeking to accelerate their expectations of brands and are looking, and other times stumbling via friend referral to control a hybrid of the experience of storytelling, game-playing, and music through a variety of access channels. FMCG brand content experience is now upon us as it creates brand tone and preference that you can share.
Now FMCG brands have a wonderful opportunity to create brand impact by going beyond a brand proposition and message developing ‘compelling content’ and delivering this over multiply access points and channels. Below are three campaign examples of this produced and roll-out by our Colenso BBDO agency in New Zealand this month.
Objective Get 16-24 year old men who need something substantial to fill the hunger gap to consider Snickers to satisfy their hunger so they can make the most of their day by challenging them to “get some nuts”.
We pretended to be a company called ‘Lingerie 4 Men’. We needed a spokes person for the brand and that would require a face and body behind it to have some seriously huge nuts.
Medium and Access Channels Outdoor/Online/Viral
Credits Creative Director Art Director Copywriter Account Director Account Manager Agency Producer Interactive Producer Interactive Art Director Interactive Designer
Richard Maddocks Maria Lishman, Anne Boothroyd Anne Boothroyd, Maria Lishman Katrina Ingham Kate Smart Paul Courtney Rebecca Holt Mark Addy Simon Koay
Client: Frucor Brand: Frank Agency Colenso BBDO
Product Background Adults want a non-alcoholic range of beverages which are refreshing, fun and sessionable. Frank is a range of lightly sparkling, truly refreshing, non syrupy soft drinks which is socially acceptable any time of the day or night….and it’s not Coke!. Franks gets me. Frank is the only range of readily available soft drinks that appreciates adults….franks knows what I want and is something just for me. Allows me to be feel part of it and completely undeprived when not drinking alcohol in social situations. Makes my everyday ‘drinks break’ more special and rewarding.
We created four love songs with a frank twist to promote Frank beverages. Short viral versions of the songs were rolled out week- by- week set to karaoke-style videos which were emailed around, on social network sites and even some high trafficed dating web sites to drive traffic to franklovesongs.co.nz. Once at the site, people could watch the full-length version of the song and video and subscribe to the podcasts to receive the next songs as soon as they were released.
Medium and Access Channels Online/Viral/Podcast
Credits Creative Director Art Director Interactive Art Director Copywriter Account Director Group Account Director Agency Producer Interactive Producer Interactive Designer
Richard Maddocks Bradley Averill Mark Addy Simone Louis Scott Coldham Angela Watson Jonathan Gerard Rebecca Holt Simon Koay
To launch the bar in New Zealand, we created haveafling.co.nz. Women could choose to have a personalised fling with a foreign billionaire or a bad boy on the run. They could also download the men as pets for their desktop, start a real fling using Flingmail, create an alibi, and learn about some basic fling etiquette. Everything on the site had no consequences, because just like the chocolate, it’s just a harmless little fling.
Medium and Access Channels Online,Print,TV
Credits Creative Director Art Director
Interactive Art Director Copywriter
Account Director Group Account Director Agency Producer Interactive Producer Interactive Designer Production Company
Richard Maddocks and Steve Cochran Rebecca Johnson-Pond, Kimberley Ragan, Jessica Neale, Amy Thexton, Mark Addy Mark Addy Kimberley Ragan, Rebecca Johnson-Pond, Amy Thexton, Jessica Neale, Mark Addy Katrina Ingham Angela Watson Jonathan Gerard Rebecca Holt Simon Koay and Simon Redwood Flying Fish
A journal by Adam Good 