Subject Index
 

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 ...

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 ...

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 ...

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 ...

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, ...

Whiskas needed some sleek brand communications to steer it back into growth mode. Its dry variant, Whiskas VitaBites, faced an onslaught of competitive launches, all backed by significant above-thelin ...

It is well-acknowledged that channel perception is driven largely by the news and current affairs offering, and so TV3 chose to use its news and current affairs campaign to drive channel perception. T ...

How The Bank of New Zealand captured the under thirty market. A new account called ‘Smart Money’ was created for the uninterested under thirties. The advertising challenge was to drive acquisition a ...

In 2004/2005 IHC faced some extraordinary challenges within the charity marketplace. More fashionable charities, like Breast Cancer, were taking the limelight in a way never seen before. The Boxing Da ...

Just Juice was a brand in a category being squeezed by heavy discounting, meaning it had to radically rethink what it did. It launched Just Juice Bubbles, taking the brand out of juice and into the co ...

A review of Air New Zealand’s loyalty programme revealed two major trends – consumers were finding it difficult to redeem their points and the airline was carrying a fiscal liability in terms of accru ...

Having relaunched the Air New Zealand brand with “Being There Is Everything” and introduced the Express Class service, the remaining challenge was to reinvigorate Air New Zealand’s retail communicatio ...

A new positioning for MINI focusing on two key brand drivers –‘motoring excitement’ and ‘individuality’ resulted in Colenso BBDO introducing the “Let’s Motor” line after it was appointed in July 2003. ...

By 2003, 63% of New Zealand’s population had at least one credit card. Visa’s market domination, with 69% penetration, was under threat as MasterCard and Amex invested heavily and eroded Visa’s share ...

Tourism New Zealand’s (TNZ) marketing task is to encourage international travellers to visit New Zealand. With only 0.18% share of the global tourism spend, being focused is critical. The campaign con ...

Just Juice hit the ground running in 1981, forging its way to a 40% share within 3 years and tripling the size of the NZ juice market en route. The market in ‘99 was a different proposition however. J ...

To say that late 2001 and early 2002 were turbulent times for Air New Zealand is a gross understatement. A government bail-out after the events of 9/11 and the collapse of Ansett Australia meant that ...

Vogels faced a competitive and cluttered market making even small gains in market share difficult to achieve. The case study outlines the business, marketing and advertising objectives. The results ...