Media campaign remains a mystery
What good is a campaign if nobody knows what it's for?
Hot Topic
Rich List
There's a new "news service" on the block – but take it with a bucketload of salt, if not a pinch.
It's called NZ Notworth News and it's launched with a splash, taking out a double page spread in today's NZ Herald.
The campaign is an obvious mickey-take, featuring "reporters" such as "Rock Stone" and "Erica Wannamaker".
The site (click here to see the funny videos) has been registered by Waiheke resident Scott True, who refused to comment when called by NBR.
It's amusing and clever – but it might be just too clever for its own good.
It's one thing to generate interest, but it's pointless if your audience can't figure out what it's for.
Sometimes a campaign is so sharp it cuts itself inadvertently.
It's understood various ad agencies this morning received a furry two-headed item in the post related to the campaign, and so far NZ Herald itself is being fingered for the stunt.
Agencies and media outlets have been supplied with posters of similar hybrid animals, sent from Wilson & Horton (the latter is the Herald's parent once removed).
The wind-up "press release" said the site is a place for the public to get "news you can feel".
"The news should be more than just credible. It should be incredible. You shouldn't just watch the news. You should feel it. That's why we've searched the world over to put together the best news team New Zealand has ever seen," said a spokesninja.
As the elusive Mr True will not reply to NBR's questions, the purpose of the site goes unknown – for now – but Ad Hoc bets it'll turn up in a swanky awards ceremony video in about a year's time.
Hazel Phillips
Mon, 07 Feb 2011
Mon, 07 Feb 2011
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Media campaign remains a mystery
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