Case studies

Overland’s study in deconstructing desire

With intriguing cinematography, haunting music and a strong storyline, Overland’s television commercials make even the most unemotional among us hanker after pretty things.

Stella Terrell, Overland Footwear’s marketing manager, says creating desire is about building an emotional connection with your customer and television does that really, really well. “It’s the visuals, the sound, the story. People are used to investing a high level of emotional engagement into television shows, so we try to capture that emotional attachment by telling stories in our ads.”

Read the full case study.

Subway’s television fueled business growth

We spoke to Subway about the effect that television advertising had on their business growth.

“It just took off,” says David Herrick, Subway’s head of marketing. People started looking for Subway stores, which in-turn drove interest among potential franchisees, which led to more Subway stores opening, which provided more marketing funds and so on; ultimately leading to a massive upsurge in store numbers and sales.

Read the full case study.

Milking The Block NZ

The queues for the open homes for TV3’s The Block NZ were quite literally around the block. Many had traveled for hours for a nosy around the four newly renovated houses, huddled together in the swanky Auckland suburb of Takapuna.

For The Block NZ’s main sponsors, Bunnings Warehouse, Kiwibank, Mazda and BP’s Wild Bean Cafe, the results couldn’t have been better. “The buzz around the show has been amazing,” says Regan Savage, Kiwibank’s head of brand and communications.

Read the sponsors’ advice for other advertisers planning an integrated campaign.

Avigra wins gold using television to build

Launching a new medicine into the market in a sensitive area like erectile dysfunction has its own challenges. Pfizer, which bought the ground breaking erectile dysfunction treatment Viagra to New Zealand, faced this issue ealier this year when it wanted to launch Avigra, its generic version of Viagra.

Learn how Pfizer used television advertising to launch Avigra.

Z Energy – Television’s role in 21st century brand building

When infrastructure investor Infratil and the New Zealand Superannuation Fund bought fuel company Shell’s New Zealand assets in 2010 it faced two choices: keep the iconic brand, with its 100-year history in New Zealand and pay a hefty license levy to the international parent company; or say goodbye to the Shell name and invent a new brand.

Read how Z Energy used television to successfully launch a new brand.

V – Keeping it cool

Energy drink V’s latest cool media offering the V Motion Project is a marketing evolution for the company, but one thing remains true: to really make it count with the youth of today, you have to use television.

“Reaching the youth market for me is about entertainment and content. It’s about storytelling, in a very edgy way,” says Andrew Reinholds, managing partner of OMD. “But you have to add value. You have to think, ‘how can I use television beyond a 30-second brand commercial’. You have to converse with your audience, and that’s something V does really, really well.”

Read this case study.

Countdown & MasterChef – A double serving of inspiration

In 2009 Progressive Enterprises had a problem: how to turn three supermarket brands into one standing for quality, value and inspiration.

We really needed to grow people’s relationship with the brand, but you can’t do that unless people are going to emotionally connect – and MasterChef was that opportunity for us.” Bridget Lamont, General Manager Marketing, Countdown.

Read more about how Countdown went all out to own TVNZ’s MasterChef to ensure its new brand became synonymous with the choice, quality and inspiration MasterChef provided.

Big Save Furniture – Winning where it counts

You would think winning an award for worst ad would be a big disappointment for an advertiser. Why then is Big Save Furniture smiling all the way to the bank?

Over the years Big Save Furniture has honed and perfected the dark art of low cost retail advertising – quickly and cheaply producing campaigns that have an immediate and positive effect on sales.

Read more about Big Save Furniture’s approach to retail television advertising.

The story of how Instant Kiwi teamed up TV3’s X Factor

“The key was finding a powerful brand that had a licensed property that we could leverage and install within our product,” says Kirsty Larsen, Marketing Manager for Instant Kiwi. “Being with a relevant, high-reach, high talkability brand like X Factor, and being able to use that on a product, was definitely a winning formula for us.”

Read more about how this integrated TV campaign put the X Factor back into Instant Kiwi and showed that even sales graphs can change in an instant.

Skyline Buildings achieved great results on a tight budget

“We were certainly ambitious about what we were trying to achieve on a relatively small budget, but even smaller players should have a look at what they can do with television.” Chris Cook, Managing Director of Skyline Buildings.

Read more about how Skyline Buildings used television to invigorate their brand, organisation and sales channels.

James Hardie used a slow burn television strategy to reclaim leadership

A decade ago James Hardie’s brand was battered. But an innovative, long-term television campaign put the fibre back in its brand, cementing its position once again as market leader.

Read more about how James Hardie used television to revitalise their brand.

NIVEA increased sales by 126% by leveraging NZ’s Next Top Model

Putting television at the heart of a campaign and leveraging that involvement effectively, and creatively, right through to point-of-sale is a recipe for success, says Sydney-based Shameek Raj, Marketing Manager at Beiersdorf, makers of NIVEA. “Television is still one of those tried and tested forums for driving people to the next stage in the buying funnel. It can drive awareness and reach very, very quickly.”

Read more about how NIVEA leveraged their involvement with NZ’s Next Top Model franchise.

For Whittaker’s it’s about the emotional connection

“Television is still a very cost efficient means of getting to a mass audience. But what’s equally important, particularly for us, is you can get the emotional values of the brand through on television”, Philip Poole, Whittaker’s Marketing Manager.

Read more about Whittaker’s approach to television advertising.

Whitcoulls boosts sales by finding the perfect moment

A precise marrying of message and moment used television to target a predisposed audience and cross sell them into a relevant book. Extraordinary ROI resulted in DraftFCB Media winning gold in the Best Use of Television, Gold in the Best Response/Return On Investment and Best in Show at the 2010 Effies.

Read more about how Whitcoulls targeted the perfect moment.

Whiskas’ Love your cat

The WHISKAS Dry campaign of 2009 and 2010 is considered the most successful product makeover in MARS NZ History. The campaign took the brand from being a drain on business to a brand that is now a key contributor to sales growth and earned WHISKA’s best in show at the EFFIE’s in 2010.

Read how Whiskas used television advertising to anchor a campaign and improve overall media effectiveness.

Nestlé Australia “How Allens put the smile back into Jellies”

Generally we’re not that interested in case studies across the ditch but the results of this television only campaign are stunning.  Allens has it’s strongest sales in three years, improved brand equity across all their brand measures and allowed Nestle to reclaim category leadership.

Read about how Nestlé used television to reclaim category leadership.

The Miracle Food – The Broccoli Television Case Study, Canada

Also knows as a fairy tree“This case study definitely proves the ongoing power of television advertising. It also demonstrates the effectiveness of television as the foundation for multi-screen communication strategies”. Theresa Treutler, President and CEO, Television Bureau of Canada.

The Television Bureau of Canada (TVB) decided to carry out its own study to see if the effectiveness of TV was on the wane or on the up. It chose an unlikely hero in broccoli to prove a point, which was that TV builds brands, tells stories and guides and defines popular culture.

If TVB’s ad campaign could get consumers excited about this most humble of foodstuffs, it would be proof that all of the above was true.

Read about how television made broccoli famous.