VICE Media Steinlager Tokyo Dry Launch

The product: Steinlager Toyko Dry new product launch
Our challenge: drive brand awareness amongst millennials, through a content led campaign which reflected the values and origin on the beer.
The solution:  'Welcome to the Other Side'
A series of mini documentaries and editorial exploring the vibrant cultural similarities and differences between Japan and New Zealand.
What we did: Produced a cultural exchange to Japan where three talented artists (food, ink and art) travelled to find out the answer to our questions.
We wrote editorial, delivered the resulting series, held a content launch event for VICE readers, promoted the series across the publication and social media channels. We generated press coverage and talent involvement beyond contractual obligations.
The (interim) results:
- 1.4 Million collective video views
- 4.5 Million social impressions
- 23 social posts, 5 talent posts
- 1.4 Million social engagements (comments, likes, shares and clicks)
- 5307 article views
- 1.4 Million co-branded media impressions
- Content screening event capacity reached
Influencer Content Screening 'Welcome to the other side' presented by Steinlager Tokyo Dry

Influencer Content Screening 'Welcome to the other side' presented by Steinlager Tokyo Dry

The Other Side of ART - featuring illustrator Toby Morris

The Other side of INK - featuring Paitangi Ostick

Tiaki Brand Launch

The product:  The consumer brand launch of a 6 year research and development partnership between the Ministry of Primary Industries and New Zealand's major fisheries. 
The challenge: Take the technology beyond the commercial phase and launch Tiaki to consumers.
The solution: Tiaki. (Meaning to guard, keep, look after, care for, conserve)
We aspired not only to launch but to educate on the significance of this new fishing method, not only to New Zealand but to the world.
A method of trawl fishing which sees live catch brought on board and bi-catch returned to the sea.
What we did: 
- Told the Tiaki development story through a series of content and media releases
- Focussed on eduction and action of crew, stakeholder, media, government and industry
Hon. Nathan Guy Minister of Primary Industries

Hon. Nathan Guy Minister of Primary Industries

- Held a launch event hosting the Minister of Primary Industries and industry affiliates
- Established social channels, six months of content, news releases and messaging
- Partnered with prominent chef Nick Watt of Masu Auckland to showcase the superior product as a result of fishing the Tiaki way
- Demonstrated to industry leadership via the 'Traceability App' how trawl and catch details could be tracked, ensuring accountability for domestic and international product

Tiaki launch story

Tiaki crew story

Tiaki traceability story. Tiaki fish can be traced back to catch location, vessel and batch detail

Tiaki hero story

Spark Ventures Morepork Launch

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The product:  Home security from your smartphone.
The challenge: Get cut-through and awareness within the home security category.
The solution: 'Oh shit' moments.
We turned the category convention of fear, into relief. To show that by having a smart bird in your house, you have a remote for life and control at your fingertips whenever the need arises.
Using the language of your smart phone, we created an emoji world and family going through the same 'oh shit' moments we would - except somewhat comically lighter.
What we did: We built a giant emoji house, produced content, created a newsroom, provided media kits and news releases, ongoing news content and interviews, a media and staff event.  We also laced our content with social easter eggs for followup social communications.

Spark Ventures Morepork 'Oh Shit' Moments

Morepork episode 1: The Backdoor

Morepork episode 2: The Dog

Morepork Newsroom

Morepork Newsroom

Spark Thanks Customer Loyalty and Rewards

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The product:  Spark Thanks Programme
The challenge: Support the wider integrated Spark brand campaign by delivering the proof of 'smart technology' enabling a 'little victory' every day.
The solution: Using the mandated ATM machines as the mechanic for rewarding customers, we gave them an overhaul, a personality, and the impression of knowing our customers personally.
Utilising customer data insights, a bit of investigative journalism and a mobile app for registration we said 'Thanks New Zealand' and tailored gifts to our audience including trips to the USA to see Beyonce, Future and Drake.
What we did: With the ATM now a smart robot we took in on a nationwide tour of New Zealand. We played games, asked questions, gave out gifts and danced off.  We captured  the content and seeded it via Spark social media channels. 
The results: 
- 372,000 reach
- 192,000 views
- 1,300 likes
- 354 comments, 89 shares
 

Customer Engagement Journey: social announcement. Mobile pre-registration, activation, gifting and post activation experience

Spark ATM Announcement 

Spark Thanks ATM 2.0 Tour Review

Spark Thanks Macklemore Snapchat

The product:  Spark Thanks Programme - Music Partnership

The challenge: Leverage the Live Nation and Vector Arena partnership, specifically the Macklemore concert. The catch - without any guarantee the artist would participate.

The solution: Macklemore Snapchat.

Using the fastest growing language of 2016 'emoji' and one native to Spark technology, we 'emojified' Macklemore and Ryan Lewis.

What we did: Via Spark's social media channels we asked our audience to enter via snapchat to win tickets to the concert. The entry mechanic was simple - face swap with the Macklemore emoji and snapchat your tribute to him.

We also produced a few Macklemore music video icons and staged them for snaps at the concert. We provided Macklemore and Ryan Lewis their own emojis as well.

The results: 
- Macklemore and Ryan Lewis emoji's made it on stage with the artists
- 360 emoji Macklemore rap face swaps
- 5,000 Facebook likes
- 2000 comments, 150 shares
-550,000 Facebook reach

Macklemore Snapchat entry mechanic

Tourism New Zealand Fantasy is Reality

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The challenge:  Build preference for New Zealand as a holiday destination while strengthening and leveraging international awareness of New Zealand as the home of 'Middle-earth'
The solution: 100% Middle-earth.
While the Lord of the RIngs, and The Hobbit are lands built in fantasy, New Zealand is the real home of Middle-earth. Continuing the magic of storytelling to sell New Zealand we showcased how the world of Tolkien exists everyday.
What we did: Continued the saga with key storytelling elements.  Richard Armitage narrated in Tolkien style, with evolutions toward the experience and activity that New Zealand has to offer.
Developing new global guidelines and in-market interest variants we ensured that New Zealand became synonymous with the real Middle-earth. Extensive digital campaigns ran using motifs that integrated with the pop-up 'Book of New Zealand' as seen at the LA premiere of the film
 

100% Middle-earth Brand Content

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The Book of New Zealand LA Premiere

The challenge: Leverage the Hobbit LA film premiere to generate international awareness of New Zealand as the home of 'Middle-earth' 
The solution: The Book of New Zealand.
We couldn't bring LA to New Zealand so we created a little of New Zealand within LA. Our idea was to make the book of the film while integrating with the wider 100% Middle-earth campaign and continuing the theme of the magic of storytelling. 
What we did: provided the inspiration for a giant media press stage in the form of a pop up book which showcased the real New Zealand landscape which in turn inspired the locations in The Hobbit film - The Desolation of Smaug. 
These scenes, artistry and imagery also fed back into the 100% Middle earth global guidelines and campaign. Media, industry and celebrity invitations (giant and mobile bookmarks) were sent out. Guests arrived at the premiere and had their chance to explore the stage.
The results:
- 7 Million social media impressions in the first week
- $12.5 Million worth of earned media in China our key market
- Over 69 Million media impressions across Europe and America
- Peter Jackson and cast interviewed on our 'Book of New Zealand' stage at the premiere

Early concepts transitioning the storytelling fantasy into popup book stage reality

The Book of New Zealand Stage Set

The Book of New Zealand Stage Set

The LA Premiere and Book of New Zealand Press Conference

TVNZ Axis Awards Live Mobile Activation

The product:  TVNZ Trade Multi Platform Offering
The challenge: Demonstrate to industry, media and stakeholders TVNZ's off air capability to reach audiences. Demonstrate leadership in industry.
The solution:  Judge the Jury. 
What better way to promote TVNZ's multi platform capability than to provide a second screen and judging tool to a captive industry audience at the Axis awards. 
At award shows we know everyone has an opinion, and that the show is as much about the social critique and as it is the award and kudos.
What we did: We created a few awards of our own and enabled the audience to be the judge. We involved the trade, in the trade. 
We teased the Judge the Jury Awards and app download with content and pre event posters, delivering them to agencies across Auckland with controversial judgements about their rivals. Campaign Brief announced the new industry award as an official initiative.
On the night, we encouraged attendees to comment on the official Axis Awards as they were being presented. This engagement was reflected back live on the big screen in the form of polls as to what the audience thought of the official results.
We presented our winners with their awards on the night.
The results:
- 63% of Axis attendees voted using the app
- 614 votes cast
- Stoppress Ad of the Week
- Overwhelmingly positive peer review and feedback
Judge the Jury App Mechanic

Judge the Jury App Mechanic

TVNZ New Season Launch My Kitchen Rules App

The product:  My Kitchen Rules a pillar show of the TV2 new season launch
The challenge:  Increase show awareness, appointment viewing and of course ratings. Make the Australian show format feel local.
The solution: The Kitchen Mixer App.
Understanding that MKR is as much about the personalities and conflict as it is about the cooking we tapped into the drama of the competition getting at home audiences to invest in the teams by scoring them and making a comment from the couch.
What we did: We integrated live with the show, by asking New Zealand once the other contestants scored to vote in response. This created a feeling of real time dialog and being at the judging table, and encouraged the emerging multiscreen behaviour we are now used to. 
The results:
- 26,244 Kitchen mixer app downloads
- 13,000 Facebook fans
- 48%  increase in audience TV share*
- 200% increase in On demand views*
 *Exceeding all prior MKR season ratings

TV2 My Kitchen Rules Campaign

TV2 Live On Air Pop Ups

TVNZ Trade Platform Positioning

The product:  TVNZ platform
The challenge:  Increase awareness, of the breadth and mix of TVNZ's media and channel solutions. While educating that TVNZ's platforms go beyond broadcast, that they take the audience on a journey all the way to purchase.
The solution: Conversations that move people. 
We developed the TVNZ trade positioning and leveraged TVNZ's hero channel to promote the array of wider channels available to media partners.
What we did: We created a dummy product ' Berry Ice'  and showcased this brand across the entire range of platform solutions on offer.  The result was a story epic below.

TVNZ Trade 'Berry Ice' Reel

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TVNZ Shortland Street Lookalikes Facebook App

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The product:  TV2 Shortland Street 2oth Anniversary & Summer Hiatus
The challenge: Generate engagement and anticipation for Shortland Street while off air and over the summer programming break.
The solution: Shortland Street Lookalikes.
Shortland Street had been the breeding ground for some of New Zealand's biggest stars.  So in recognition of this we gave everyday kiwis the chance to win a walk on appearance on the show.
The catch? You need to be voted to look most like one of Shortland Streets famous stars. 
What we did: We built a Facebook app and ran a on air and social competition where Shortland Street fans could use their Facebook album to upload a picture of themselves and square off against other fans to be crowned the 20th Anniversary Shortland Street Lookalike winner. 
Results: 
- 30,986 Site visits, 20,371 unique visits
- 6 mins. 33 sec Average time on site,
- 327, 094 total page views
- 6,151 photos uploaded, 35,4027 votes cast
 - The winner scored 94% likeness in voting rounds and was challenged 555 times.
 

Tourism New Zealand Youth Stories Beat Stuff

The product:  The New Zealand travel experience
The challenge: Move New Zealand up the consideration set for Youth by showcasing the unique and diverse experience only on offer here.
The solution: Stories beat Stuff.
Travelling further means an experience and stories that no one else has. For Youth the brag right that travel enables, rivals having stuff. 
What we did: Called for Youth to tell us what they would trade for the story of the lifetime. We created content to inspire entires, which could be uploaded to a multi platform interface (web, youtube, mobile) and enabled integration with Facebook. We gave away 6 trips to New Zealand each showcasing a different angle of the New Zealand experience. Winners were voted for based their application video (of what they would trade for a trip of a lifetime), and spent 2 weeks in New Zealand, their journey captured as content and shared on newzealand.com and social as itinerary inspiration for other young adventurers. 
The results:
- Over 1 Million people either watched, shared or visited
- Campaign contributed to reversing declining Youth tourism in New Zealand

Stories Beats Stuff Summary 

Winter Highlife Winner Experience

Natural Goodness Winner Experience

Stories Beat Stuff Competition Mechanic: Mobile

Stories Beat Stuff Competition Mechanic: Website and Youtube

Telecom XT Network Launch

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The product: Telecom XT Network
The challenge:  Not only to claw back mobile market share but to re-instill faith with New Zealand on an unprecedented scale. Achieve mass migration to XT Network.
The solution: Testdrive the XT Network.
To build the energy and momentum as well as establish the proof, we invited genuine involvement and participation in testing the Network credentials.
'Test drive' leant itself to third party endorsement.  Richard Hammond was enjoying the success of Top Gear - a show format known for extreme test scenarios of the automobile kind.
What we did: Every touch point along the path to purchase go the test drive treatment.
A full spectrum integrated campaign was required, direct and digital led the migration of customers, opinion leaders and industry influencers became actual test-drive applicants in a pre-launch phase.
Pricing and plans were overhauled, stores re-designed and test stations provided, influencer seeding, event, direct, digital, social and full spectrum brand, product and retail campaigns were launched.
The results: 
- 46% All time high unprompted awareness
-22,552 registered test drivers
-282,482 pre-launch video views
-232,000 unique vistors to testdrive.com
-133% of target for customer migration
- Netguide peoples choice award for Web Campaign of the Year
- Silver Effie Awarded - Consumer Services
- Bronze Effie Awarded - Most integrated campaign
Telecom XT Mobile Range DPS

Telecom XT Mobile Range DPS

Telecom XT Network Interactive Website

Telecom XT Network Interactive Website

Telecom XT Brand Launch 60" TVC

Category TVC - Dropped Calls

Category TVC - Speed

Category TVC - Roaming Coverage

Telecom OKTA Brand Identity and Launch

 
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The product:  House brand handsets
The challenge: Develop and launch Telecom's house mobile brand, unifying a range of manufacturers under one umbrella positioning. 
The solution: OKTA. Create.
A brand identity  and mobile range for independent minds.
Both price and feature competitive the OKTA range was designed for an informed audience able to make an independent choice.
OKTA Create celebrated confidence through expression and the DNA that makes us an individual.
What we did: Developed brand identity, product & packaging design, website build, 3D handset modelling, digital, event and ambient - which encouraged our audience tailor their mobile choice to their identity.
OKTA Website - 3D modelled handsets showcased product specifications

OKTA Website - 3D modelled handsets showcased product specifications

OKTA Website - enabled creativity and individualisation of handset persona

OKTA Website - enabled creativity and individualisation of handset persona

 
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