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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : Campaign Brief May-June 2013
MAY/JUNE 2013 CAMPAIGNBRIEF calls New Zealand home track first." According to Fackrell, the NZ market is moderately stable amongst the big shops in town with not a great deal of pitching on major accounts. It's this tradition of NZ agencies building long-term client/agency relationships that comes as a welcome change to Fackrell, accustomed as he is to European clients constantly shop- ping around for creative agencies. Fackrell believes in the first year- and-a-half that the work across the board is very good. "Instead of iso- lating one or two clients, we've left no one off the agenda and have given each brand a really big, unique platform to work off, " he says. "The agency's latest Westpac TVC campaign 'Still Flatting' is a great example. We can have fun and break conventions in banking by bringing humour to the area of home lending. It's these category changing campaigns that give me a thrill as they turn standard formulas on their head." 'Still Flatting' depicts a group of middle aged flatmates in the midst of a domestic fracas. The NZ Lotteries Instant Kiwi 'Push Your Luck' TVC unleashes stand-up comedian Jesse Griffin on the unsuspecting public to push his bargaining luck. 'Father Time' for SKY TV is another prime example of offbeat Kiwi humour that bids farewell to poor old 'Father Time' who has become redundant thanks to the network's new MySKY ser- vice. All three are testament to the agency's desire to break the mould. The agency's work last year for McDonald's, which celebrates its sponsorship of the London 2012 Olympics, went against the grain by focusing on the idea that unfortu- nately for those living on this side of the world, all of the action and events are broadcast overnight. The story centres on the universal truth that kids will try anything to watch the Games late at night, even if it means disobeying their parents. "To tell any good story, a little bit of friction makes for an enjoyable ending," he says. "Whilst McDonald's proved to be the hero, the campaign told an emotive, realistic story about the relationship between a boy and his father. It was a simple spot that let the story breathe and it was great that the client went for it. These are massive global clients that need to be taken seriously so there is big challenge and reward in this." To launch and celebrate the return of the Volkswagen Beetle, Fackrell and his team created Beetleing - the act of mimicking the shape of Volkswagen Beetle in an unlikely or unusual location. In response to a YouTube video peo- ple started Beetleing. At the same time Volkswagen NZ's Facebook page hosted a promotion where people could Beetle to win The Beetle. To maintain momentum, entries were turned into full page and small space press ads with sup- port from a nationwide radio sta- tion. "With no seeding budget, we reached close to three million peo- ple and Volkswagen NZ's Facebook fans grew tenfold in just four weeks," he says. "The Beetle sold out even before it arrived in the country. Most importantly, the icon was talked about again. This cam- paign was a great example of multi- platform branded content." Although Fackrell believes great ideas will transcend any medium, he is quick to point out that New Zealand agencies lack the quantity of digital work being produced by the rest of the world. Broadband has been slow to kick in across the country and Fackrell hopes that once a faster network is in place, the digital work will become more prevalent. "There is a degree of trying hard to find new media and a stress on the importance of mobile," he says. "But it's a slower market to adopt to niche marketing as numbers are relatively small and TV is always going to have a strong, captive audience in New Zealand." Fackrell is enjoying his return to the New Zealand countryside with easy access to a golf course. He rel- ishes the refreshing change of not only the chance to work on great creative but with the opportunity to do so close to friends and family. "When I first left New Zealand I was in my twenties so I've rediscov- ered my city and what it has to offer in entirely new ways." His advice to other globe trotting creatives looking to return home is to have fun making the work again. example of offbeat Kiwi humour To launch and celebrate the return of the Volkswagen Beetle, Fackrell and his team created Beetleing
CBNAT JAN-FEB 2013
CBNAT SEPTEMBER 2013