Articles published on September, 2008

1. ASB

   Published on Thursday, September 18th, 2008

   Challenging Kiwi investors to think globally, act locally

   The Brief

   ASB was to be the first bank to offer KiwiSaver investors the option of putting their savings into an international sustainable investment fund – nicknamed the ‘Gore Fund’ because Al Gore is the fund’s global chairman.  ASB wanted to launch the fund and cement its ‘first to market’ positioning.  At the same time it needed to convey the important fact that because this was an ‘active’ fund it was only accessible through brokers ASB Group Investments’ 0800 number, rather than regular branches.  Interest in KiwiSaver was high, but so was the overall level of confusion.  The challenge was to launch a new – more technical – product without adding to that confusion.

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   Posted in Case Studies, Financial

2. Nescafe’ TogetherNES

   Published on Thursday, September 18th, 2008

   Connecting neighbours over a cuppa

   The Brief

   TogetherNES is an initiative aimed at heartland Nescafé consumers, encouraging them to foster a stronger sense of community by getting to know their neighbours better through the friendly act of sharing a cuppa.  TogetherNES also invites community submissions for funding from a potential $100,000 pool for worthwhile community projects. Nestlé NZ sought an innovative media plan to launch the initiative.

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   Posted in Brand Marketing, Case Studies

3. Barfoot & Thompson Magic of Reading

   Published on Thursday, September 18th, 2008

   The Brief

   Barfoot & Thompson wanted to further leverage Barfoot & Thompson’s ongoing sponsorship of the Magic of Reading programme at Starship and Whangarei Hospitals.  The programme provides every child admitted for a night or more with a brand new book to entertain them during their stay and take home with them when they leave. Barfoot & Thompson was looking for a way to extend the programme beyond the hospital wards and to involve their Starship Ambassador, rugby hero Keven Mealamu.

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   Posted in Case Studies

4. NZ Blood

   Published on Thursday, September 18th, 2008

   Motivating blood donors to keep coming back

   The Brief

   World Blood Donor Day (WBDB) is the NZ Blood Service’s (NZBS) biggest opportunity of the year to attract new donors, reactivate lapsed donors and raise awareness of the need for a steady supply of donated blood. The global theme for 2008 was ‘Give Blood Regularly for Many Happy Returns’. WBDD was being celebrated in the context of a steady decline in donor numbers; the challenge was to begin to reverse that trend.

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   Posted in Case Studies

5. Warehouse Republic Revolution

   Published on Thursday, September 18th, 2008

   The Brief

   The Warehouse was working with the two designers behind the successful Republic Home store in Auckland to launch a brand new nationwide home wares range.  The top secret partnership with Peter Reid and Graham Dickie was the first design collaboration of its kind to hit New Zealand’s retail industry.  The two entrepreneurs had spent 18 months working closely with The Warehouse to put together a collection of stylish and affordable home ware ranges that help Kiwis inject designer-inspired style into their homes.  The challenge was to launch the ‘Republic Revolution’ range in a way that engaged a whole new customer base, without alienating loyal Warehouse shoppers.

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   Posted in Brand Marketing, Case Studies