Subject Index
 

Air New Zealand prides itself on having a strong culture of innovation, and in June 2006 the company decided it wanted to use this to appeal to the New Zealand domestic traveller. A significant issue ...

Frucor Beverages wanted to create a carbonated soft drink brand - Frank - into a competitive market, in spite of the presence of big brands with large advertising budgets, blanket distribution and lon ...

Premium paper towel brand Handee was the market leader in New Zealand, but had failed to communicate a consistent brand message at a time when its competitors were investing heavily in their brands. P ...

The Bank of New Zealand was losing market share to its competitors each year despite having one of the largest advertising spends in the industry. Research showed that its campaigns lacked emotion and ...

The Child Cancer Foundation knew it was working for a good cause, but it was also operating against a high number of other highly worthwhile charities competing for New Zealanders' money: in 2006 alon ...

Tui has always been known for its irreverence and 'hardcase' attitude, a brand spirit embodied by its 'Yeah Right' campaign, and which drove much of the brand's success across New Zealand from the lat ...

In 2006, McDonald's was facing a profound challenge, as cynics and non-believers still viewed its food with wariness and mistrust despite all it had been doing and saying in relation to the health, qu ...

The regular census, which involves counting more than four million people throughout New Zealand, is a major undertaking, which inevitably falls prey to certain groups refusing to be counted by Statis ...

In 2005, the Interislander ferry service was a tired Kiwi brand icon experiencing a sustained period of decline. Passenger numbers had been in decline for the previous four years (with totals down by ...

The Alcohol Advisory Council of New Zealand (ALAC) wanted to tackle the country's binge-drinking culture, a challenge when the notion of getting drunk was seen as simply letting off steam while being ...

The World Press Photo Exhibition is one of the world's most prestigious exhibitions of international current affairs photography. Hosted in Wellington the fifth time in 2006, it provided a stark accou ...

Vodafone's BestMate campaign aimed to produce a turnaround across almost every brand and business measure that was important to Vodafone New Zealand. In a newly mature market, where shifting brand mea ...

Powerade - the leading sports water in New Zealand - was delivering strong year-on-year growth, but it was aiming to reach its full market potential. In-depth consumer research uncovered an issue that ...

Turning a 45-year-old juice brand - Fresh Up - into one that is accepted by highly fickle 18-24 year olds is a difficult challenge, and one that can backfire very quickly if communications appear to b ...

Westpac aimed to change the rules in the traditional banking arena. Based on the insight of the changing the traditional 'money speak' that typified the market, it aimed to reposition itself to reflec ...

This campaign was developed to address one of New Zealand's most serious health issues: depression, an under-recognised and under-treated condition. The challenge was to get people who may be experien ...

The Road Safety advertising campaign in New Zealand proved highly effective in raising public awareness and improving driver behaviour, saving some 300 lives since its inception in 1995. Yet, in 2003, ...

In trying to break into the highly competitive North American market, Les Mills was asking North American fitness clubs to switch from their existing (and in many cases, longstanding) group fitness pr ...

In the highly competitive entertainment market, SKYCITY realised it needed to reposition its brand so that Aucklanders, in particular, would want to come to the venue more often rather than viewing it ...

The 'sorted' website aimed to get New Zealanders thinking about and planning for their retirement, essentially by ignoring traditional notions of 'retirement planning’ and instead focusing on ‘financi ...

Since its launch back in 1968, the Toyota Hilux has become synonymous with New Zealand rural life. By the late 1990s, the brand's dominant position was under threat, as competitors were offering newer ...

Wattie's first launched baked beans 60 years ago, and has for decades been a staple part of the Kiwi eating repertoire. Over time, however, the Baked Beans category has stagnated as more modern snack ...

Just Juice has been around for 25 years, and yet continues to grow and demand a premium, and is the second most recalled beverage brand in New Zealand - second only to Coke. To cement its position, th ...

To stimulate interest in a trial of poker at SKYCITY and reach full table capacity within two months, a gigantic citywide game of poker was created in Auckland including bus backs, billboards and with ...

NZ Lotteries operates in a mature market where it has been increasingly difficult to drive market growth. In October 2005, it launched a new game, Big Wednesday, pitched as the ultimate lifestyle game ...

Westpac, New Zealand’s largest bank with 1.3 million customers aimed to reclaim lost market share by acquiring ten new accounts per member of staff over a five-week period. Using Saatchi & Saatchi, We ...

In 2006 Kiwibank and Ogilvy advertising agency launched a new campaign. Kiwibank’s objective was to compete with other major New Zealand banks through raising awareness and changing negative custome ...

While McDonald’s is a brand loved for its food, it was not high on the agenda of people looking for work. This, combined with the fact New Zealand was experiencing the tightest employment market for m ...

This paper describes how in 2005/6 Farmers repositioned itself as the fashionable, destination department store for contemporary Kiwi women. The new season television executions achieved prompted rec ...

With objectives to raise unprompted awareness to 30 percent, brand advertising recall to 40 percent and achieve likeability of 5.5, NZI launched a new campaign. Targeting personal insurance customers, ...