Tag: TBWA\NZ

New Zealand – Australia and New Zealand Banking Group Limited (ANZ) has announced its sponsorship of Auckland FC with a campaign launch via marketing communications company TBWA\NZ.

The campaign aims to celebrate the new Auckland FC team, rewarding football fans through an activation. Under the ‘Auckland Forever’ platform line, TBWANZ launched the campaign across print, online, and OOH.

Drawing on fan culture, ANZ began a scavenger hunt of limited-edition Auckland FC shirts. 

Over 200 shirts were strategically placed in various locations across Auckland, free for fans who find them on a first come, first served basis. ANZ posted clues about the shirts’ location through their Instagram page.

“There will never be another day one or game one. ANZ is incredibly proud to play a role in helping all of Auckland get behind this exciting new team right from the start,” Matt Pickering, ANZ general manager of marketing, said.

“As back of shirt sponsor for Auckland FC we needed a unique way to bring our sponsorship to life and demonstrate our support for the club and the region at Large. It was incredible to see so many people in their Day 1 shirts at the match and reward the fans whom have already shown so much passion for Auckland FC. What a special moment to be part of. Well done to the agency team for sending this one straight to the back of the net!” Pickering added.

“We wanted to create something that spoke to not just football fans, but recognised the city as a whole and the buzz that exists for the club. Football is on a huge growth trajectory with a fan culture that offers us such rich territory,” Shane Bradnick, chief commercial officer of TBWA\NZ, commented.

“The integrated solve between TBWA\NZ and Eleven, with support from AO Studios, was an incredible piece of work that generated a phenomenal amount of hype whilst smartly focusing on ANZ’s back-of-shirt sponsorship placement. The activation in particular was great to see, we had people camped out for hours, driving around for miles and generating a huge amount of goodwill for ANZ. It demonstrated how a bank can show up in culture, in a disruptive way,” Bradnick added.

New Zealand – Dairy brand Anchor has launched a campaign with TBWA\New Zealand to remind consumers of the health benefits of drinking real milk. The campaign, titled “Real Milk. Real Good,” aims to elevate milk as a daily beverage over plant-based alternatives.

The dairy industry in New Zealand has faced challenges due to changing consumer habits and the rise of plant-based alternatives. Anchor’s campaign seeks to address this decline by encouraging New Zealanders to embrace milk as a staple in their diets.

The campaign features a diverse range of individuals, including Olympic hero Dame Valerie Adams and dancer Lance Savali highlighting milk’s benefits. It even features the cartoon character Popeye, who switched to drinking milk from eating spinach.

Anchor’s campaign will be available for viewing through various channels, including television, social media, and in-store promotions.

“Drinking milk by the glass is not something seen as much anymore. The campaign is based around bringing back that visibility and permissibility. Cow’s milk is the G.O.A.T. A true original superfood. It builds bones strong. Grows muscles big. Makes hair fabulous. It can help you take your first steps. And prolong your last. It is pure, simple, and healthy. This campaign sees Anchor in its role as category leader encouraging consumers to reappraise milk and take note of its benefits as the real superfood made right here in New Zealand. If the category grows, Anchor grows, New Zealand grows,” Shane Bradnick, chief creative officer of TBWA\NZ, said.

“To help stop what is a global decline in milk is a big brief. Where we’ve netted out is a campaign that’s simple and powerful, not unlike the milk itself. We’ve celebrated milk drinkers of all ages and stages, and even got Popeye to swap out his spinach for a glass of the good stuff. Now that’s real good,” Bradnick added.

Lucy Bailey, group marketing manager at Anchor, said, “In year one alone Anchor will make a significant investment for the category, with a highly visible and iconic campaign that aims to champion the goodness of dairy. Letting every New Zealander know that nothing beats real milk. Per capita consumption has been declining for years, which is a big concern. To get these lost audiences to consider milk again, we needed to take a confident, category leadership position.”

New Zealand – Age Concern New Zealand has teamed up with ANZ Bank and advertising agency TBWA\NZ to launch a new campaign designed to protect older individuals from growing threats of scams. 

Over 40 years after its original run, the campaign brings back the beloved 1980s cop drama CHiPs, which was a staple on New Zealand TV screens in the late 70s and 80s. Renowned for its action-packed storylines and memorable characters, CHiPs remains an iconic piece of television history.

In this campaign, CHiPs is reimagined to raise awareness among elderly New Zealanders about the increasing threat of scams. The initiative seeks to empower individuals by reinforcing their right to hang up, say no, and reject unsolicited calls, texts, and emails from people they don’t know.

Additionally, the campaign is designed to be empowering, engaging, and enjoyable, aiming to alleviate feelings of overwhelm or fear while educating viewers on scam prevention. It focusses on resonating with older New Zealanders, helping them recognise and avoid the scams currently targeting them.

The national campaign, launched across Age Concern centres and various media, features a 60-second hero trailer alongside targeted 30- and 15-second spots. Developed by TBWA\NZ, these spots aim to raise awareness and educate viewers on essential scam protection behaviours.

In addition to its broad national reach, the campaign is featured in Age Concern centres and rest homes across New Zealand. It includes digital literacy programs to boost online confidence, a scam awareness training guide, the ANZ Scam Academy website, and practical toolkits. Posters and guides will also be distributed to libraries and community centres nationwide.

Shane Bradnick, CCO of TBWA\NZ, said, “While scams and fraud are challenges faced by all Kiwis, we wanted to focus on how we could uniquely support the older people of New Zealand first. With ANZ’s partnership with Age Concern, our goal was to use humour and nostalgia to engage, entertain, and empower seniors to be ‘on patrol’ against scams.”

Bradnick further explained, “Making this unique miniseries meant a long production process. We chose to re-edit and rework the original footage into brand-new micro-storylines that deliver a clear and concise message about modern-day scams. We reviewed over a hundred episodes across all six seasons, carefully piecing together moments that could effectively convey key messages of scam prevention—or, as we like to say, bringing old-school justice to today’s scams. We worked with Warner Brothers to secure licensing of the show, the specific footage, actors, and music, and to gain permission from the California Highway Patrol. We also worked with show star Erik Estrada to help launch the campaign in PR in New Zealand.”

Meanwhile, Matt Pickering, general manager of marketing at ANZ, shared, “It’s been a great process to work with Age Concern on a program that can help make a real difference. At the heart of this scam awareness program is education and empowerment in an engaging way. This is just one aspect of the work we are doing with Age Concern around digital literacy and one aspect of the work we are doing to help battle fraudsters targeting New Zealanders”.