Ad Hoc's first birthday News Binge

Alrighty, first up, happy birthday to us. Ad Hoc online is one year old! Woot woot!

I smell a stunt

Well stap my vitals and call me a cynical advertising reporter, but the diamond ring giveaway by the jilted dude in Wellington totally smacks of a publicity stunt. The story has gone global and has been reported in several languages. You can read the Stuff version here and listen to Anthony Gardiner himself discussing the treasure hunt here. So what’s ringing the publicity stunt alarm bells? Well, Mr Gardiner is the man behind Donoogle, a search engine that donates to charity after you’ve searched. Geddit? A search (Google) and then a donation (to charity) just like this Saturday’s gig, a search (the treasure hunt) and then a donation (the ring). Mr Gardiner said he would like the ring to go to someone “who wants to give them something they normally wouldn't be able to afford” (which is essentially what charity is) and has talked about “karma credits” to BBC . Finally, interestingly enough, a blog post here shows a close-up of the ring as well as a snap of the valuation papers from Walker & Hall in Auckland. (Dude has had the ring since at least early November last year.) Who writes the blog? Monica Wales from GSL Network, a groovy ad agency in Wellington that specialises in "marketing and communications that make a positive difference to the people of New Zealand". She's also been Twittering about the treasure hunt here. Now I’m not going to presume to join any dots for you, but while we’re at it, you should subscribe to Ms Wales’ blog as it’s darn interesting. As for the treasure hunt on Saturday, I wouldn’t be surprised if it culminates in some sort of branding exercise/Donoogle “big reveal”. Alternatively, I'm possibly just awfully cynical. Either way, the treasure hunt is a great way to promote Donoogle.

Recession drinkies

Y&R, as well as masterminding a new roll-out for the BNZ piggies, has also got a naughty-bottom radio spot for Liquorland on the go. It’s about making cutbacks – first Jim, then Gordon, then Pepe Lopez, then Captain Morgan. Geddit? Then there’s an offer for 20% off at Liquorland. Heh. Speaking of the piggies, why does everyone hate them so much? Out of all the comments on the piggy piece, I’m yet to see one with a cohesive argument why they don’t work. Everyone I know who doesn’t work in advertising absolutely adores them. But then, who cares about the consumer, eh? Who are they to talk?! Bloody consumers, getting in the way of good advertising.

A win for JWT

JWT has won the business for Dow AgroSciences, manufacturers of Tordon and other agrochemical goodies. It’s a move driven by changes of personnel at G2 and is effectively immediately.

Toot, toot!

There’s a bunch of new kids on the block – the Toot Group. Masterminded by adcreative Cleve Cameron and brand designer/artist Turi Park, it’s all about integrated communications. Mr Cameron has been a senior creative at Saatchi & Saatchi, Naked Communications and BMF, and Mr Park used to run brand consultancy Native. They’re based in Welly and can be contacted on (04) 802 4025.

Thankyouverymuchforyourkinddonation

Mazda is on the bandwagon for the Big Night In Telethon that’s to happen on TV3 on August 8. It’s all in the name of charity KidsCan to help Kiwi kids living in poverty. Mazda is the exclusive vehicle sponsor of the event and there’ll be a chance to bid on the new Mazda3 that’ll be up for auction on the web. Mazda is also supplying event organizers with vehicles for promo use in the lead-up to the event. Anyone else think it’s weird that Telethon is happening on TV3? I always remember it being a TVNZ gig. Or maybe I was brand-washed?

Positive results for Pizza Hut/Barnes Catmur

Restaurant Brands was a bit hasty and silly in consolidating its advertising (namely Pizza Hut and KFC) back to Aussie earlier in the year, a reactionary move in the face of impending cash doom. Now that families are staying in and ordering pizza rather than going out and throwing cash around, it’s the best time to be touting the cheesy wares to them just before dinner time. So it’s nice to see the work of Barnes Catmur for Pizza Hut didn’t go to waste, with RB reporting that same-store sales at PH rose in the last quarter for the first time in four years. More here.

Oggi's bunny joke not funny for Auckland City Council

The saga of Oggi Advertising vs Auckland City Council man Stephen Bloxham continues. There’s been a dispute involving invoices amounting to around $36K that ACC wanted Oggi to pay, which has been whittled down to just $2,000. So Oggi paid. The company, however, made light of the dispute, asking that Mr Bloxham collect the cheque in person dressed in a bunny suit and bearing hot cross buns for the ad team (ahem, this was back in Easter, not some sort of arbitrarily kinky request). It was a light-hearted joke, but ACC saw differently, and sent Oggi a stern letter demanding a very specific and humbling apology (including the admission that the statements were “misleading, inappropriate and unprofessional”). Oggi has since apologized, but certainly not in those terms dictated by ACC. What a shame the Council’s sense of humour seems to be absent on this one.

Fun fun fun!

Finally, for a bit of fun and winter-busting today, try this site. Check out the "Fake-a-tion" function (fake vacation) where you can upload a pic of yourself and then have your head on someone else's body. Send said pic to friends and family and pretend like you've really been hiking the Himilayas/surfing in Hawaii/etc etc. Good times.


8 · Got a question about this story? Leave it in Comments & Questions below.

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8 Comments & Questions

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Agree re the piggy-dissing. But the same could be said for any number of successful, popular campaigns. Advertising, huh... is there any other industry that gives less of a sh1t about what its customers think? (Pardon the odd spelling, there appears to be a p00s and w33s filter on this blog.)

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I know! Controversial. But isn't that really what we advertising people are supposed to do? Make popular pieces of communication. Sometimes that means a creatively cutting-edge campaign which catches the zeitgeist,, and other times it means making something a bit more comfortable which just just gives consumers the warm fuzzies. I suspect Bob and Carol Middle New Zealand will quite like the new bnz Piggies ad. Which means it's probably pitched about right.

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No doubt about it, the pigs are spot on for appealing to female skews in middle NZ, wherever that is. I think what's getting ad people's goat is that with a nice big budget like they must have had, all they managed to produce was warm, predictable, seen it all before, fuzzies. The sound track especially was a cop out. Surely they could've found something a bit more fun.

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Bugger of a time to be a bank, isn't it? Wouldn't like to have a bank brandbrief on my desk right now. What can you say?

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... Dear Customer, I know where not the most popular folk in the world but here's the rub. We didn't bet the farm on some hyper-sexy derivative designed by some propellerhead in the depths of some trading room that offloaded a bunch of ninja loans on some cookie cutter McMansions in commuter belt, Nebraska. We know that they were all the rage with those big banks but on the other hand we didn't lose our shirts or need to get a bail out.

For some reason, those rating agencies that gave Lehman Bros an A rating on the eve of their collapse have made us walk the tightrope and we've found it harder to source funds overseas to fund your credit card fuelled binges for that new LCD screen, clothes, cars and houses.

So yeah, we hear you when you say that we've raised our rates and made it harder for you to borrow but it ain't easy for us to find the cash either when all those Japanese housewives have cashed their 'dashi bonds and the Europeans have done their chips on the Eurokiwis.

We promise not to get seduced by some harlot selling something we don't understand and we'll try not to gouge you anymore than we have to pay the bills.

Cheers

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The piggies are cool, middle NZ loves them. Y&R has done a good job. Not Cannes winning sort of stuff, but good. Leave them the hell alone.

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Here in Sydney every Australian bank wishes they had a campaign and brand Aussies love as much as kiwis love the BNZ piggies. Hats off to a campaign that works with the guys writing the cheques (and their customers) no matter what anyone in a dark room in France cares.

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Ain't nuttin' wrong with good. And don't go giving me no "enemy of great" bulldust there, podner!

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