The pandemic-induced era of virtual interactions highlighted the undeniable value of technology in bridging gaps and sustaining connections. Yet, it also illuminated the limitations of the digital realm, underscoring the irreplaceable authenticity of in-person interactions. On-ground activations serve as a counterbalance to the digital fatigue that many experience during prolonged periods of isolation.

Furthermore, the revival of on-ground activations is not just a return to the past, but a reimagining of the future. The lessons learned during the pandemic have catalysed innovation within the marketing and advertising industry. Hybrid models that seamlessly blend physical and virtual elements have emerged, expanding the reach of these activations beyond geographical constraints.

As the curtain rises on this new chapter, the return of on-ground activations stands as a beacon of hope, reminding us that while our world may change, our fundamental need for connection and shared experiences remains constant.

This is no different to the on-ground activation scene in New Zealand, which is slowly returning thanks to the resilience of local businesses and the government’s proactive measures. The evolution of New Zealand’s on-ground activations reflects not only the challenges overcome but also the spirit of unity that has emerged in the face of adversity.

To learn more about what industry leaders in the said market think of this industry renaissance, MARKETECH APAC’s deep dive series The Inner State spoke with industry leaders Brianna Elder, managing partner at Mango Communications NZ and Ian Benet, general manager at Eleven PR, to know about their insights on the recent changes on on-ground activations in the local market, how they are adapting to these changes, and what industries could tap more into this.

Cautionary yet excited: How New Zealand’s on-ground activation scene is dealing with a pandemic era

For Eleven PR’s Ian Benet, following the easing of restrictions in New Zealand, fervour for on-ground activations and events was coming in full force, even stating that they had the honour of working with several of these initiatives. But despite this, Benet offers a small word of caution for the industry.

“It’s too early to tell. In New Zealand, restrictions were lifted in September [2022]. Everyone is so excited to be back at enjoying life and really leveraging the power of experiential marketing to help brands really maximise the moment that we’re in,” he said, explaining how it is still early to tell whether a significant change in the on-ground activation scene was evident.

He also added that during the pre-pandemic time, a big part of the events was committing RSVPs and making sure they were coming through the doors, getting those ‘yes-es’ to the events through media or influencers. Meanwhile, in the post-pandemic times, there were no issues in getting people to attend. In addition, people really wanted to come and craved human interaction. 

Benet also added that in terms of the impact on-ground activations have nowadays, people will still come to events/activations for a while. Then, in the longer run, things will settle down and the change will happen, just not drastically. And for that, he has a piece of advice to offer for brands.

“Brands, agencies and companies need to recognise that even though things will settle down, there’ll still be that craving for interaction, there’ll still be that craving for engagement and a desire for something that really captures the attention,” he said.

Meanwhile, Mango Communications’ Brianna Elder that a significant portion of these on-ground activation changes in New Zealand has something to do with the rise of experiential marketing: especially those that require more design planning on how to execute it properly.

“We’re spending way more time at the front-end of the project, and the planning and the designing of the execution to make sure it’s safe and it’s checking all the boxes from a public health and social responsibility point of view,” she said.

Moreover, Elder noted that nowadays, consumers are expecting bolder, bigger, and more creative activations while at the same time keeping the experience intimate and ideal for smaller groups of people even in larger spaces.

“We need to make sure that we are having multiple outputs and multiple touchpoints from the on-ground activations just to hit as many people as possible and give the brands the reach that they crave,” she added.

Opportunities for mobile event trucks in a growing on-ground activation industry

Both of the industry leaders have agreed that the use of mobile event trucks–albeit not yet a staple in the local scene–can help spice up upcoming activations in the near future. It is also worth noting that both industry leaders also agree that utilising a mobile event truck should not just be used as a standalone channel but rather as part of a much larger experience.

For Benet, both the brand and agency must consider how to bring a campaign to life while also utilising the mobile event truck as sort of a stage for the on-ground activation. Moreover, he adds utilising an opportunity like this must bring fresh to the consumers.

“You need to think creatively about ‘what are we trying to do here?’. At the start of the events process, I always like to be a bit cynical and scrutinise what we’re doing and think about it from a public point of view, like ‘What are we offering here?’ What are we doing that’s actually worth their eyeballs, that is worth them engaging with, that is worth the general public taking notice?” he says.

Interestingly, Benet shared about a campaign they did with local vodka brand Long White where they wanted to emphasise Kiwi culture while cheering up the people. For the campaign, they hired a truck, decorated it, put a band on it, drove through three MIQ centres, and played a 15 to 20-minute set at each location. And while admittedly this was executed without the permission from authorities, the guerrilla activation worked well for both them and the brand.

“t was a bit of a calculated risk in terms of how this would be taken, how would doing something like this be received. But I think because it was such a part of a cultural conversation at the time and something that was being extensively talked about, we were able to have a pretty good gauge of how it would be received by the general public in a way that would be positive,” he said.

Meanwhile, for Elder, while she hasn’t seen a mobile event truck being implemented in New Zealand, there is absolutely a desire in the industry for those mobile vehicle-led on-ground activations. She even remarked that a mobile event truck is like a ‘moving billboard’: it just keeps working for you even when you’re not working it. This then allows the brands to also get the chance to get out of main city centres and work with other demographics.

“The relationship and interaction change completely because they were in a completely different mindset. They’ve got time to talk to you and engage, so you have a far richer interaction with your target audience,” she said.

She further explained that when designed well, mobile executions work as they encompass many facets – the transportation method, the activation hub, the asset holder, and the work 24 hours a day – not just when the activation is live. In short, an eye-catching design and clean and clear messaging on the vehicle provides a moving billboard advantage amidst a sea of local campaigns.

How to get the local sign of approval for your on-ground activations

As advice for brands in New Zealand to have more effective on-ground activations, Elder said that it should always feed the curiosity of the locals, especially considering how much time Kiwis have spent indoors during the pandemic due to strict restrictions back then.

“Kiwis love being out, and I think for us we can often feel a long way from the rest of the world. So anything that feels new and exciting and kind of inspired by travel, art, culture or feels different will always cut through and people love it,” she said.

It is also worth noting that aside from asking permission from local authorities, brands and agencies should also be mindful of the cultural sensitivities in the market, especially considering that the native people of the country–the Maori people–have a special relationship with their native lands. 

This was also echoed by Benet, who said that with proper permission, local councils and authorities recognise the value of your event or your experience is bringing. Moreover, they recognise the way a brand and agency are trying to bring joy to someone through events or experiences, and that they are good at understanding the way advertisers work.

“The council are actually quite good at recognising what we are trying to do, how we were trying to do it, and actually working with us to make it happen in a way that’s acceptable to the client and acceptable to them,” he said.

This feature is done in partnership with Unicom Marketing.

Unicom Marketing is an event management company spanning Southeast Asia that provides full-service such as roving event trucks, on-ground activation, online digital activation, and virtual event management.

New Zealand – Mango Aotearoa is experiencing growth, increasing in size. The recently announced changes include the appointment of seven producers and a talent manager.

The Mango experiential team receives support from group ECD Matty Burton and strategy director Jack Murphy. Additionally, they have an internal content creation team comprising digital, design, and technical domains.

Jessica McColl has been appointed as group business director at Mango.

Speaking of the appointment of McColl, Brianna Elder, managing partner and head of experiential at Mango Aotearoa, said, “Jessica brings with her an incredible wealth of experience, amazing creative ability and the best black book in the market.” 

She added, “We have an incredible team of producers that can make any idea a reality, and we’ve partnered that expertise with more creative firepower, pointy insights and content creation that significantly expands the reach of our physical executions into the digital space.”

“As our clients diversify their experiential needs, we’re delivering differently too. We’re seeing a shift away from product-led experiences to a dual need for product and brand in all executions. Tasting is no longer believing, there are layers of messaging and emotional connection in everything we do,” Elder said.

Auckland, New Zealand – Public relations agency Mango Aotearoa has announced four new hires across its PR team namely Jo Martin as public relations account director, and account managers Braxton Dinnan, Ellen Pye and Clea Kanning.

Martin joined at the start of the year after a number of years running Brand New You, a personal branding organisation first established in Australia before setting up in New Zealand in 2020. Dinnan was also with Martin at Brand New You, and brings experience across PR, marketing and e-commerce.

Meanwhile, Pye was previously from Showroom 22 and brings her knowledge of fashion, beauty and lifestyle brands to Mango clients including Specsavers and Lion Beverages, as well as campaigns such as Correct the Internet for Team Heroine.

Lastly, Kanning, who hails from the UK, brings strong PR and social expertise, and is working with the team on Samsung, Booking.com and The Warehouse Group.

Managing Director Sean Brown says Mango Aotearoa is excited to expand the team and welcome such a variety of skilled people to the agency.

“As our business continues to grow, we are pleased to bolster our offering so that we can continue to provide top end integrated marcomms work for our fantastic clients. It’s particularly pleasing that Mango continues to attract the best talent, and we are delighted to welcome our four new recruits,” Brown said.

Some of the client accounts Mango Aotearoa has handled includes Cannabis Clinic, Volkswagen New Zealand, and Bendon Lingerie.

Auckland, New Zealand – Cannabis Clinic, an institution that provides legal medical cannabis, has appointed DDB Group’s Mango Aotearoa and Tribal Aotearoa to raise awareness of the brand and the benefits of medicinal cannabis.

As the company’s agency partners, Tribal and Mango will work together to raise awareness of medicinal cannabis and its use as an effective and legal, as prescribed by a doctor, treatment for a raft of health issues including pain, sleep issues and anxiety. 

Meanwhile, while Mango will provide media relations for the company, Tribal will focus on delivering creative digital solutions that bring the Cannabis Clinic story to life. 

According to Dr. Waseem Alazher of the Cannabis Clinic, the partnership with Mango and Tribal will help them to educate Kiwis about medicinal cannabis which has an integral role to play in modern medicine.

“We know there is a lot of misinformation out there, and we were looking for an agency partner who had the expertise we needed to educate Kiwis. It’s great to have found that under one roof – we’re thrilled to be working with both Mango and Tribal as one integrated agency to help us share these stories and hopefully change the perception and narrative around medicinal cannabis in New Zealand. If we are able to help even more Kiwis who have not had success with conventional treatments, then we’ll consider this a huge success,” Alazher said. 

James Blair, managing director at Tribal Aotearoa, said, “We pride ourselves on our ability to deliver high-quality, thought-provoking digital experiences that really move people to action and we’re looking forward to delivering results for Cannabis Clinic.” 

He added, “Cannabis Clinic is a great solution for Kiwis who have been living with chronic pain, sleep loss and a host of other issues. We’re really excited to be working with them and our friends at Mango to tell the story of this unique brand that is looking to help so many through the power of medicinal cannabis.”

Meanwhile, Sean Brown, managing director at Mango, commented, “We are so excited to take on a new challenge with such a unique client, and to help New Zealanders live a better life with the use of medicinal cannabis.”

He added “The appointment is fantastic for the team; it’s a fascinating topic and we’ve learned so much already. We have quickly hit the ground running and are looking forward to working alongside Tribal to deliver some amazing results for Cannabis Clinic.”

Auckland, New Zealand – Automotive brand Volkswagen in New Zealand has appointed Mango Communications Aotearoa as its public relations agency. 

Through the appointment, Mango will provide media relations, experiential and ambassador management to Volkswagen NZ, in addition to expertise across the full gamut of marcomms.

Mango Aotearoa Managing Director Sean Brown, says that Volkswagen New Zealand is an exciting addition to Mango’s ever expanding client list and the team is looking forward to going full throttle with an iconic brand.

“We are so excited to be offering an integrated marketing solution for Volkswagen New Zealand, helping to drive more success in Aotearoa by sharing the stories and incredible next generation technology behind Volkswagen. It’s a privilege to be able to work with such an iconic brand and the fantastic people who make up the team, Brown said.

Meanwhile, Volkswagen New Zealand General Manager of Passenger Vehicles Greg Leet, commented that Mango Aotearoa has the ability to deliver the integrated offering they have been looking for, working closely with sister agency DDB. 

“We were so impressed with Mango’s combination of strategic thinking, creativity and quality execution. Already the team has been impressive to deal with and we are really looking forward for what’s to come,” Leet said.

Auckland, New Zealand – Public relations agency Mango Aotearoa has announced changes in their senior structure, namely Sean Brown stepping up as managing director, while group business directors Brianna Elder and Chloe Leuschke are being promoted to managing partners.

Claudia Macdonald, who established Mango over 20 years ago will be moving to a newly created role of executive director. This will see her working across Mango’s corporate clients and people processes as well as with the DDB Group, particularly on its diversity and inclusion initiatives.

Brown, who has been with the agency for the past 10 years – six of those as general manager – says he is proud to be leading the best PR, experiential and social agency in New Zealand.

Meanwhile, Elder and Leuschke will work with Brown to run the business, with Elder continuing to lead the agency’s experiential offering.

Speaking about his appointment, Brown said, “Mango is an incredible agency with the best talent and an enviable client list. Since joining, I’ve been privileged to work closely with Claudia who has been instrumental to Mango’s success and reputation as the leading PR firm in the country. The great thing about her new role is that we will still get the benefit of her skills and expertise.”

Meanwhile, Macdonald commented that it is an exciting time for them and the agency and that she is thrilled for Brown to lead the business alongside Elder and Leuschke.

“Sean has helped to deliver phenomenal growth for Mango; he’s a beloved member of the team and is absolutely ready to be Managing Director. It has been such a natural and seamless succession and I can think of no one better placed to build on Mango’s success and, with the support of Brie, Chloe and myself, take the agency to new heights,” she concluded.

Auckland, New Zealand – Public relations firm Mango Aotearoa has appointed three new agency members, namely Jullian Liang, who joins the digital and social team as an account manager, and Seren Cameron and Krystal Warren as account coordinators.

Skilled in multimedia design art direction and digital marketing, Liang was previously an event production coordinator and digital content developer at Auckland Unlimited. Meanwhile, Cameron and Warren are recent communications graduates.

Liang comes from Jakarta, Indonesia where he spent more than 10 years working across PR and event management for premium global brands, including H&M, Chanel and Coach.

For Claudia Macdonald, managing director at Mango Aotearoa, the agency is always looking to extend its digital and social capabilities.

“[Liang] brings an impressive mixture of digital expertise which will help us continue to deliver exceptional work for clients. He has already made a significant impact in his short time here demonstrating an ability to wear multiple hats, from photographer and video editor to social media expert and graphic designer. We’re thrilled to have him on board helping grow our integrated communications abilities,” Macdonald said.

She added, “Mango prides itself on supporting and nurturing fresh talent, particularly graduates and those new to the industry. We’re looking forward to helping Seren and Krystal kickstart their career.”