nicola at work
Unitec Change Starts Here - Year in review Hype
Unitec Change Starts Here - FINAL PHASE / NETANE
Unitec Change Starts Here - FINAL PHASE / VICKY
Unitec Change Starts Here - FINAL PHASE / Alex
Cornetto Crunch.
How to leverage off the Rugby World Cup 2011 in New Zealand, piggy back away.
Unitec Campaign makes it to Campbell Live. Editorial or an Ad?
The most Creative Country in the World, Axis 2011 Opening Film
SMIRNOFF MULE NEW ZEALAND
How to make an introduction through sampling to the new Smirnoff drink, Smirnoff Mule…
When all drinkers want, is a different night?
This is what we did:
Here’s the presentation video on Smirnoff Night Project done for Cannes 2011 by Rob Jack.
Key point being:
- If it looks like an ad, start again
Imagine if Smirnoff turned up at your house and put on a free cocktail party for you and your friends… setting up the bar and showing you how to serve the perfect cocktail. That’s what we did to prompt trial of Smirnoff’s ready mixed cocktails.
We targeted selected suburbs through DM, street posters and scooter-towed posters. We designed a website where you could find out about the product, book your own party and check out the photos from your event. The party starts here.
We had 246 bookings in total, with an average of 11 guests at each home cocktail evening.
The Smirnoff Night Project is a multi-media interactive campaign that brings to life the brand’s international campaign line “Be there” but in a local context. Running through a purpose-built Facebook page and app, the campaign called for the most innovative ideas for extraordinary events from the New Zealand public. Smirnoff put forward $100,000 to help make the ideas a reality.
Entries were by video audition. The 4 winners had just one week to get their event organised (with a little help from Smirnoff and the production team). These unique events, and the preparation before hand were filmed and turned into a TV series of 30 minute shows, which runs on Four in April - May 2011.
The events were free, and open to anyone to attend. You just had to ‘like’ the facebook page and interact with the easy challenges to guarantee yourself a ticket. The Smirnoff NZ facebook page grew to a community of 4300 engaged fans.
A wide variety of media was used to spread the word, including facebook ads, TV spots, radio, street posters and online banners. PR accelerated the momentum by cultivating traditional and online media.
It was a big project to pull off, and the first time Smirnoff NZ has ventured into the branded content territory. Stay tuned.
See the Call for Entries here: http://vimeo.com/31409754
THANKS TO
Special Problems, Jon Wild, direction. Salt Design, App build.
It’s 9:09 - Time for a New Baileys Campaign
The kids are in bed, the dishes are done and the cat is eying up your lap. It’s 9.09pm, and our new campaign for Baileys is underway. It spans TV, banners and a Facebook App where we’re running a month long promotion giving away pamper prizes to the people who suggest the best 9.09 moments each day. What’s yours?
Baileys is a widely known brand, but once a bottle is tucked away in the cupboard it is easily forgotten. Our task was to change this.
We decided that we would pick out the perfect time for a Baileys - you know, when the kids are in bed, the meal is over, the dishes have been washed and your feet are heading towards the footstool - and dramatize that time in a multi media campaign. 9:09pm is Baileys time. This is the time when you pour yourself a Baileys on ice, breathe out and reflect on the world.
In a media first, we ran a campaign of TV spots at 9:09pm each evening, informing people that it was Baileys time. Banners appeared on targeted websites at 9:09pm. We also ran a month long promotion on a newly created Baileys 9:09 facebook page, getting people to submit their favourite 9:09 moments. We chose the best one each day and gave the winner a pamper prize. The engagement was incredible - the app was receiving an average of 70 entries per day for a month.
What’s more impressive is that this campaign reversed a 3 year decline in consumer adoration scores and increased consumption amongst Baileys ‘adorers’ by almost 20%.
Special Launch Smirnoff Night Project
The Smirnoff Night Project is underway. It’s a new multi-media interactive campaign that calls for the most innovative ideas for exciting events from New Zealanders. It’s running through our new facebook page and app, so take a quick look.
www.smirnoffnightproject.co.nz
New Zealand’s fascination with the stars of our Unitec campaign continues. On Campbell Live they got to see Netane Tekau getting his nursing exam results live. It was Netane’s last chance to pass: a fail would have seen him off the course, and out of the campaign. [Spoiler alert] He got a B+. Netane was overjoyed. So were we! See the moment here.
9:09 takes home gold at the media awards
Our first campaign for Baileys, ‘9:09 is Baileys time’ was awarded a gold in the small budget category of the Canon Media awards. This is the first time Baileys has won any marketing awards in its New Zealand history. It’s a great start to returning this iconic brand to every drinks cabinet in the country.
