Archive for the ‘New Zealand’ Category

Saatchi Design Unveils New Look for Govett-Brewster Art Gallery / Len Lye Centre

Tuesday, May 19th, 2015


The inspiration behind the new Govett-Brewster/Len Lye Centre brand identity

New Zealand’s museum of contemporary art, the Govett-Brewster Art Gallery has unveiled its new brand as it prepares to open its doors with the Len Lye Centre in July.

The Govett-Brewster in New Plymouth has partnered with Saatchi & Saatchi Design Worldwide to develop a new Govett-Brewster/Len Lye Centre art museum brand globally.

Govett-Brewster Director Simon Rees says: “Saatchi & Saatchi’s global reach, expertise, relationships and media access will help grow the Govett-Brewster’s reputation and broaden audience awareness about what we do. The partnership will have a positive impact in securing additional media attention, generating greater brand awareness and selling the Govett-Brewster experience and architecture as destination tourism”.

Saatchi & Saatchi Design Worldwide has collaborated with the Govett-Brewster team to develop a cohesive brand identity which marries the Govett-Brewster with the spirit of Len Lye’s world renowned kinetic art. It will appear on a wide range of material including signage, merchandise, uniforms and print design.

Saatchi & Saatchi Worldwide Director of Design, Derek Lockwood says: “We set out to create an integrated brand solution that positions the Govett-Brewster Art Gallery as the home of kinetic art, and, as such, a destination of worldwide significance. Over a night we photographed the movement of Len Lye’s Wind Wand sculpture on the New Plymouth foreshore, with the images captured becoming the graphic marks that feature in the identity. These marks represent the energy and vibrancy of the New Plymouth district and its people.”

Nicky Bell, CEO of Saatchi & Saatchi New Zealand, who are partnering with the Govett-Brewster on launch communications, says: “We believe the new combined art museum and its striking architecture will be a powerful creative and cultural beacon for national and international visitors to New Zealand. You only need to look at the Guggenheim in Bilbao and the Museum of Old and New Art (MONA) in Tasmania to see the positive effect art combined with destination architecture can have on a place. This is an incredible asset for Taranaki and for the whole country. We are very proud to be playing a supporting role”.

The Len Lye Centre will be New Zealand’s first institution dedicated to a single artist – the pioneering filmmaker and kinetic sculptor, Len Lye. Opening to the public on Saturday 25 July, it will operate as a combined art museum with the Govett-Brewster Art Gallery. The opening weekend programme will be available online through the Govett-Brewster website from 1 July.

The Govett-Brewster building in New Plymouth closed in April 2013 for earthquake strengthening, compliance, upgrades and construction of the Len Lye Centre. The Govett-Brewster team has remained active with off-site exhibitions, touring exhibitions, public programmes and work with other cultural organisations.

Category: Creative, New Zealand

Saatchi NZ’s Ian Hulme Provides SXSW Outtakes on Neuroplasticity and Tech

Thursday, May 14th, 2015

Hey Human

Saatchi & Saatchi Senior Digital Strategist Ian Hulme was at SXSW in April and got along to the session run by Hey Human: “Neuroplasticity and Tech – Why brands have to change”. He shares his key outtakes below, which were first published on saatchi.co.nz.

In their SXSW session this week, Hey Human set out to explore what looking at our inbox and phone hundreds of times a day is doing to our heads and importantly, what does this ‘hyperstimulation’ mean for attention spans, cognition and brand recall?

Think you’re immune? Then ask yourself – would you rather Google search or use social bookmarking to recall something, rather than committing it to memory? Do you rely on Facebook to remind you whose birthday it is today? Can you recall your friends’ phone numbers without looking at your contacts?

We check our smartphones up to 220 times a day. The more frequently we perform a task, the more dominant the behaviour becomes. Hey Human suggest that every time we reach for our phones, we’re actually outsourcing a piece of our memory to the devices. We risk becoming part of a ‘devolution’ that discourages the retention of knowledge and sadly makes the brain less skilled at remembering things.

So while we all frantically search for memory training apps to download while we finish reading this, Hey Human recommends five ways for brands to make messaging in digital media easier for our brains to process.

  • Surprise people with simplicity – use simple, consistent messaging to create synchronised brand experiences. Don’t underestimate the power of classic mnemonics.
  • Nudge the subconscious – there’s an opportunity to use familiar brand assets and icons in digital media to create mental shortcuts for consumers in new and interesting ways.
  • Conquer context – use the time of day, a moment of truth or platform nuances to drive cut-through and relevance.
  • Maximise memory value – brands can play a role by providing a ‘memory service’. For example a florist who reminds you it’s your Mum’s birthday.
  • Think in stereo – use visual and audio queues together to encourage message retention. Don’t assume that digital media is a naturally high attention medium.

The research clearly shows we’re overloaded thanks to the digital deluge but there are simple, effective measures brands can take to help their consumers remember them.

Saatchi & Saatchi APAC Represents On Cannes Lions Jury List

Monday, March 30th, 2015

Cannes Lions

Cannes Lions have announced the names on the 16 juries for its 2015 awards taking place from 21 – 27 June. Guy Roberts, ECD of Saatchi & Saatchi New Zealand will be part of the Cyber Jury, and Sathi Anand, ECD of Saatchi & Saatchi Malaysia, will be part of the Outdoor Jury. Congratulations guys!

Other Saatchi & Saatchi creatives on the jury list are Luca Lorenzini, Italy (Direct), Kate Stanners, UK (Film), and our Worldwide Creative Director, Pablo Del Campo (Press).

Golden Night at AXIS for Saatchi & Saatchi New Zealand

Monday, March 16th, 2015

Axis Awards
Photo credit: Leon Rose

Saatchi & Saatchi New Zealand had a stellar evening at the Axis Awards in Auckland, winning a total of five Golds, two Silvers, seven Bronzes and a Grand Prix.

The winning work included Tui ‘Catch a Million’, created in partnership with client DB Breweries (part of the Heineken Group) and Apollonation that turned cricket stadiums ‘Tui’ orange and created a new media channel. The ‘Force Fit’ mobile app for the New Zealand Defence Force developed with Roam Creative that helped new recruits as well as regular New Zealanders reach their fitness goals. And the ‘wearable’ billboards for client L&P made from towels and jandals to help kiwis hold on to summer.

Saatchi & Saatchi NZ CEO Nicky Bell said: “Each of our Axis wins is a fantastic example of close collaboration with our clients and their partner agencies to create bold, genuinely shareable and effective ideas. We couldn’t be prouder of the recognition our teams received for their hard work last night.”

Saatchi & Saatchi New Zealand’s full Axis results are as follows:

Grand Prix PR/ Experiential – Tui – Catch a Million

Gold Integrated Axis – Tui – Catch a Million
Gold Direct Marketing Direct Other – Tui – Catch a Million
Gold PR/ Promo & Activation – PR – Tui – Catch a Million
Gold PR, Promo & Activation – Promo & Activation – Tui – Catch a Million
Gold Out of Home – Non Traditional – Tui – Catch a Million

Silver PR/ Promo & Activation – Innovation in PR/Promo & Activation – Tui – Catch a Million
Silver Out of Home – Innovation in Out of Home – Tui – Catch a Million

Bronze Digital Craft – Interface & Navigation – NZDF – Force Fit Mobile App
Bronze Digital Craft – User Experience – NZDF – Force Fit Mobile App
Bronze Digital and Interactive – NZDF – Force Fit Mobile App
Bronze Direct Marketing – Direct Campaign – NZDF – Force Fit Mobile App
Bronze Out-of-Home – Out-of-Home Posters – L&P – Hold onto Summer ‘Jandals’
Bronze Out-of-Home – Out-of-Home Posters – L&P – Hold onto Summer ‘Towels’
Bronze Out-of-Home – Transit Advertising – L&P – Hold onto Summer ‘Jandals’

Category: Awards, New Zealand

‘Fashionable Gimmicks’ Really Reveal Fascination With Ourselves

Monday, March 9th, 2015

AmpStrip

This post was written by Jessica Reihana, Content Creator at Saatchi & Saatchi New Zealand. It first appeared on www.saatchi.co.nz.

The first time a friend of mine showed me her Nike Fuel Band I presumed my health-obsessed buddy was just going through another phase. It felt like a fashionable gimmick. She had the shoes, so why not the bracelet too? Like her stint with the Atkins diet, I just assumed she would soon tire of her health band and move onto something else.After a 30 minute in depth lecture on her daily step average, PB run times and the exact details of just how many minutes she could keep her heart rate above 100 beats per minute, I can tell you, I really hoped she’d find the next fad fast. Just enjoy your run, I thought to myself. Why do you need a little band to tell you all that pointless information about yourself?

That was in 2013. But today, wearable technology is now a booming, multi-billion dollar industry and our desire for data about ourselves is showing no sign of decline. In fact, consumer spending on wearable tech is estimated to hit $1.4 billion this year and $19 billion by 2018. And studies have found:

  • 80% of Internet users look for health information online.
  • 27% of U.S. Internet users had tracked health data online

18% had sought to locate others with similar health concerns via the Internet.

Essentially, we are becoming increasingly fascinated with information about ourselves.

At the same time, wearables are becoming ever more convenient, accurate, adaptable and integrated. Unlike prehistoric ‘wearables’ like the Medical ID bracelet, the majority of wearable devices on market now are consumer products, and take away the need to engage in personal doctor visits to get basic information such as heart rate, or blood pressure. And it’s only just begun. When it comes to our health and wellbeing, it’s clear that scientists and developers are just getting started.

Take Sonny Vu, creator of the first FDA approved glucose sensor iBGStarVu created a glucose meter that integrates with your phone and adjacently running app those measures, analyses, and alerts users on insulin levels. By integrating his product with a phone, something no one leaves the house without, Vu was able to create a product that “you don’t have to remember to use”. Vu’s product provides a remote monitoring service, which, as Vu puts it, ‘makes the doctor’s office seem archaic’.

At the recent ConsumerElectronics Show (CES 2015), we saw a large focus on smart watches, such as the Alcatel OneTouch – one of many playing catch-up with the Apple Watch. But is the smart watch the red herring of the wearable tech world? Are consumers just jumping on board to the next fashion gimmick? Do we really need another watch?

For those health obsessed consumers looking for the most intuitive wearable to help them monitor their wellbeing – then take a look at the AmpStrip – essentially a plaster and winner of ‘The Best at CES’ award. Unlike the clunky, charger dependent smart-watches, the AmpStrip can be worn but not felt and can measure endless data in comparison to the limited capacity of most smart-watches. What sets the AmpStrip even further apart is that unlike a watch, the user doesn’t feel like they need to remove it to sleep, shower, or dress. It can be comfortably worn all day because it easily sticks to your torso while it automatically tracks heart rate, activity,exercise load, skin temperature and posture and it can be wirelessly charged. Meaning you literally never have to take it off.

Considering the vast development of innovative wearable devices seen at CES, it seems the demand for wearable health tech is showing no sign of stalling. There’s certainly an appetite for the functionality wearable’s offer. But form is everything. The next challenge is for developers to find the most intuitive form to fulfill our desire to know our quantified selves.

Feature image by flickr/tomemrich and AmpStrip

ASB and Saatchi New Zealand Launch Snapchat ‘Snap Scholarships’

Monday, January 26th, 2015

ASB Snapchat

Following on from a series of successful social campaigns on Facebook (Like Loan) and LinkedIn (Ambition), ASB has launched its next social instalment, this time on Snapchat, further cementing their position as New Zealand’s most social bank.

The ASB Snap Scholarships campaign created by Saatchi & Saatchi NZ is designed to engage with tertiary students and apprentices on a platform they love using. The campaign will both entertain and reward followers while opening up a line of communication for them to connect with ASB to talk about their banking.

Saatchi & Saatchi’s Senior Digital Strategist, Ian Hulme said: “We already know that students are a notoriously hard audience to reach and they are numb to any media channel being used traditionally. So it wasn’t enough to just be ‘where the kids are’, we needed to do something authentic and entertaining, and most importantly, be true to the platform.”

Each week a series of scholarship challenges that have fun with Snapchat functionality will be released under the My Story section. From Snapchat users are directed to a purpose built, mobile optimised website, www.asb.co.nz/scholarships, to submit their answer and contact details – those who do so will be in with a chance to win anything from McDonalds and Spotify vouchers to festival tickets, PlayStation 4 consoles and iPhone 6 handsets.

“At ASB we are committed to communicating with our customers in the channels that are most relevant to them in their daily lives,” says ASB’s Head of Brand and Retail Marketing Shane Evans. “Snapchat is an exciting social media platform and is a unique opportunity to re-engage with tertiary students across the country as they enter the next phase of their financial lives.”

In addition to these weekly prizes, every individual challenge entered correctly also gains one entry into a draw to win the grand scholarship of $10,000 cash. This will be deposited into an ASB Tertiary account, which the winner can put towards their tuition fees or apprenticeship set-up costs.

The heroes of the campaign are cute Snapchat finger characters who deliver messages in both Snapchat and throughout supporting media, acting as quirky and likeable guides through the competition.

‘Snap Scholarships’ will be promoted over an 11-week period through a series of online and pre-roll videos, Spotify and Pandora activity, Radio on air ad-libs and Facebook promotions, encouraging people to add “ASBBank” on Snapchat.

Does Purpose Pay?

Monday, January 19th, 2015

Does Purpose Pay?

Image source: businesswire.com

This post was written by Janisa Parag, Senior Brand Strategist at Saatchi & Saatchi New Zealand. It first appeared on saatchi.co.nz/thinking 

New Zealand retail giant,The Warehouse has recently announced it would stop selling all R18 games, a move that has surprised both share-holders and commentators alike. Chief Executive Mark Powell removed R18 games and DVDs from its 92 Warehouse and 77 Noel Leeming stores last month after concern over controversial scenes in the latest edition of Grand Theft Auto. Powell said the decision was driven by the company’s guiding principles and purpose, which include “making New Zealand a better place to live”

The Warehouse move was significant, because it put people before profits. The decision to pull R18 games from their shelves will reportedly cost the company in the region of $1 million. Alongside this, in August, The Warehouse also announced that it would introduce a ‘living wage’ for 4,100 of its retail staff, going above and beyond the legally required minimum, and guaranteeing an hourly rate of at least $18.50, at a cost of $6 million dollars to their business. But will these choices really prove to be expensive decisions for the retailer? Or will the fact that The Warehouse has remained true to their higher company purpose, deliver greater returns for the brand in the long term?

Research on the world’s 50 fastest growing brands, by Procter & Gamble’s former Global Marketing Officer, Jim Stengel, found a cause-and-effect relationship between a brand’s ability to serve a higher purpose and its financial performance. Identified in his book Grow, Stengel published a list of 50 brands, which have built the deepest relationships with customers while achieving the greatest financial growth from 2001-2013. Furthermore, investment in these companies known as ‘the Stengel 50’ would have proven 400% more profitable over the last decade than an investment in the S&P 500.

The research also identified that the fastest growing 50 brands touch on five fundamental human values:

  • Impacting Society: Affecting society broadly, from challenging the status quo to redefining categories.
  • Evoking Pride: Giving people increased confidence, strength, security and vitality.
  • Enabling Connection: Enhancing the ability of people to connect with each other and the world in meaningful ways.
  • Inspiring Exploration: Helping people explore new horizons and new experience.
  • Eliciting Joy: Activating experiences of happiness, wonder, and limitless possibilities.

Prior to the Global Financial Crisis, it seemed that all a brand had to do was focus on increasing profitability, no matter the cost. These days, people are far more discerning about when and how often they spend. To secure their share of wallet in a post GFC world, brands need to be able to demonstrate more than just an ability to ‘take costs down’ and have a clear purpose that goes beyond ‘selling more stuff’. Brands need to stand for something customers actually care about and then tangibly demonstrate that they share the same ideals as their consumers. If they can achieve this, then as Stengel’s research suggests, their customers will return the favour.

Time will tell if The Warehouse’s customers will do the same. Whatever the outcome, Powell’s decisions to stay true to purpose over short-term profit, is a bold and positive move for our market.

Saatchi NZ and ASB Bank Present the Best Ball Boys in the World

Thursday, January 8th, 2015

ASB Bank is celebrating its love of tennis by finding the best ball boys in the world for the ASB Classic international tennis tournament in Auckland, New Zealand. And who loves tennis balls more than Venus Williams? The answer may surprise you. Venus Williams takes on Svetlana Kuznetsova in an exhibition match like no other, ably assisted by three of the world’s biggest tennis (ball) fans: Oscar, Ted and Super Teddy.

Saatchi & Saatchi ECD Corey Chalmers said: “Dogs, tennis balls and global tennis stars. Surprisingly, a combination that hasn’t been put together before, something that Venus herself commented on when the dogs came out. Naturally we had a lot of fun making this and having Venus and Svetlana involved was a wonderful bonus for ASB and ourselves. We hope people will love this simple, charming idea as much as we do.”

About the ASB Classic and ASB’s love of tennis

ASB Bank has an enduring involvement with tennis in New Zealand as the major sponsor of the ASB Classic for 19 years. From helping to develop the ASB Tennis Arena in Stanley St Auckland, sponsoring regional tennis and the development of young players, to playing a part in ensuring some top seeded women tennis players appear at tournaments in New Zealand, ASB does it all for the love of tennis.

The 2015 ASB Classic is set to be the most anticipated one yet. Held over six days and featuring global superstars like Venus Williams, Caroline Wozniacki, up and coming star Sloane Stephens and the world number one doubles pair of Sara Errani and Roberta Vinci.

Credits
Executive Creative Directors: Corey Chalmers & Guy Roberts
Creatives: Thomas Marcusson, Phil Hickes, Antony Wilson
Senior Designers: Chris Leskovsek & Ross Davis
NZ Director of Operations: Heath Davy
TV Producer: Josh Forsman
Studio Manager: Tias Somers
Business Director: Teresa Davis
Senior Account Director: Michael Wood
Account Director: Campbell McLean
Production Company: Augusto
Director: Michelle Walshe
Executive Producer: Cass Avery
Technical Director: Leon Kirkbeck
Line Producer: Monique Nielsen
Senior Editor: Mariano Segedin
Music & Sound Design: Franklin Road
Sound Designer: Shane Taipari
Agency PR: Isobel Kerr-Newell
Event PR: Anthem

ASB
Head of Brand & Retail Marketing: Shane Evans
Brand Manager: Bianca Osborne
ASB Social media: Bhavika Rambhai

Category: Campaigns, New Zealand