How New Zealand put itself on the map
Molly FlemingTourism New Zealand managed to shift the world’s perceptions of the country with just a small budget and sense of humour.
The strategies behind some of the marketing industry’s most successful advertising campaigns and initiatives.
Tourism New Zealand managed to shift the world’s perceptions of the country with just a small budget and sense of humour.
‘Marketing for a sustainable future for The Guardian’ was a three-year plan to turn around the troubled, though still much-loved, national newspaper.
B2B data tech specialist NTT used the power of machine learning to reinvent the Tour de France for a new audience.
Forgoing the traditional hero spot in favour of a hyper-personalised approach not only helped Toyota significantly increase purchase consideration, but also deliver record sales in a declining minicar segment.
Battersea Dogs & Cat’s Home has used digital to transform its outdated application process and underused social media to connect with the public online.
Using Facebook Live, the Royal Observatory in Greenwich managed to reach hundreds of thousands of people with a series of broadcasts of astronomical events direct from its telescopes on a “miniscule” budget of £550.
Bringing back a daytime TV favourite proved to be a winning strategy for Tesco.
Huawei created an app, StorySign, that used sign language to help children learn to read and helped boost perceptions of the brand.
The campaign’s use of contemporary descriptors was meant to spark a debate and coverage beyond the ads and force a reappraisal of the career options the Army offers. It worked, achieving its targets at a lower cost.
When Greenpeace launched its Rang-tan ad with Iceland it caused a social media storm and led to an unprecedented response for the pressure group, which had never seen a campaign deliver on such “scale and speed”.
As it launches the second instalment of its ‘Bank of Antanddec’ campaign, Santander claims it has already helped it achieve its highest ever brand scores.
Consumer insights saw Tena shake up the market for incontinence products, helping it protect its position as the category leader.
A bid to offer ‘More than TV’ has seen one of Britain’s biggest broadcasters steer the national conversation towards mental health.
Nationwide took practical action to overcome a widespread lack of saving among people in the UK, helping it arrest the decline in savings rates.
The British Army has evolved its ‘This is Belonging’ platform over the past four years to appeal to new parts of society and continue to meet its recruitment targets.