NZ Post QR Code Coffee Cups

It took me a few minutes to realise my takeaway coffee wasn't in it's usual branded cup. On closer inspection I saw it had been taken over by NZ Post's "First Page" campaign...

 

"First pages are the very beginning. The initial, tentative step of an epic journey. The gateway to another way of thinking, or the portal to a brave new world."

~ Introduction on NZ Post's readwritegrow.co.nz

The campaign include the opening lines from a range of books such as Suzanne Collin's "Hunger Games" and Andre Agassi's autobiography "Open". A QR Code allows the reader access the full first page and then links to book sellers who stock the actual book.

It's a clever idea that caught my eye and makes good use of the contextual environment the audience will view the ad in. It's literally in your face for the time it takes to drink the coffee and you're more likely to scan a QR code on a coffee cup than if you were walking past a billboard or flicking through a magazine. It will be interesting to see if QR codes ever become widely used in New Zealand. According to QRStuff.com - New Zealander's QR code is on the rise but still sits at a measily 0.8% of the population. Wisely NZ Post accounted for this by also including a written weblink on the cup.

Do you scan QR Codes or ignore them?

Nu Zealund Ad Humour

This cheeky billboard from Ace car rentals made me smile... 

Thanks to Amy (@hellomisspotter) for spotting this gem! 

Supermarket wars heat up

The NZ supermarket wars have stepped up a notch with Pak'n'Save releasing this TV spot directly comparing shopping prices between one of it's own stores and Countdown.

As many people will know, supermarkets in NZ are part of a duopoly with the three chain owned by two corporations Countdown (Progressive) and Pak'n'Save and New World (Foodstuffs). 

Pak'n'Save's 'Stickman' advertising has always been controversial. Last year offending vegetarians with "meat week" and recently poking fun at Lance Armstrong's doping confessions. This bold ad takes things to a new level and is the first direct mention of the competition. 

It will be interesting to see how Countdown respond to this attack in the coming weeks!



On a side note - I don't think the mix of animation and real life footage works well. And the girl's voice is a bit random until you later realise it's an interview.  

What do you think? Does comparative advertising improve your impression of a brand or detract?

Telling Tales - Stories from Semi Permanent Wellington

I'd heard great things about Semi Permanent Auckland so when a one-day Wellington conference was announced it was the perfect opportunity to see what all the fuss was about. Secretly I was a little concerned that I would stand out amongst all the proper creative types. Heading along with three super talented graphic designers I did feel like a bit of an impostor.

Upon arrival I half expected a left brain - right brain quiz at the door. Luckily there weren't any admittance tests and I wasn't outted as the only marketer in the room. Semi Permanent Wellington turned out to be well worth the hype and far more relevant to marketing than I'd expected. In fact, the only point I felt out of place was when Jon DRPNZ, Wellington based street artist, used crime scene tape to connect the negative space between a few confused volunteers. I don't think I was alone in this feeling though!

So here's some of the wisdom I gleaned from just a couple of the Semi Permanent speakers (and attendees) - hopefully it will encourage you to attend in 2013... 

Unlock the 007 in you

It's work like this that made me become a marketer. Bravo Coke!

A bank with personality

It's not often you think of a bank as having a personality, or better yet a sense of humour. I had to chuckle when I saw this print ad by Kiwibank inviting NZ columnist Kerre Woodham. It's nicely played and a good approach to the bank switching wars currently in progress.  

For those of you unaware - National Bank will soon be rebranded with customer account being switched to National's owner ANZ bank.

With so much potential to draw National Bank customers to change banks it' suprising that most advertising is focused on brand without compelling reasons to make the jump.  At the end of the day, even if customers don't like losing the NB Bank brand, it's still easy to do nothing than actively switch from ANZ.

Here's what some of other NZ banks are doing to get entice National Bank customers across:

One lonely polar bear

Television will always be one of the most effective advertising mediums for conveying emotion. TV commercials allows brands the opportunity to entertain, amuse, inform or  move an audience like no other medium. If the budget allows a TV campaign is a fantastic way for a charity to tug at the heartstrings and most importantly inspire action. 

I dare anyone to watch Greenpeace's "homeless polar bear" and not be moved. While I'm not the usual Greenpeace supporter, this ad interrupted my TV viewing and made me want to head online and find out more. And yes, as a result I did sign the petition, the power of a TV ad.  

The campaign has some big names supporting it including Sir Paul McCartney, The Red Hot Chilli Peppers, Radiohead (the soundtrack to the ad is their song "Everything in it's place") and Jude Law (who voices the ad). 

If you too feel moved to action, visit www.savethearctic.org to sign the petition.