Title | BLEARGH! HAVE A SUCK AND STICK IT TO 'EM |
Brand | FOODSTUFFS |
Product / Service | PAK'NSAVE |
Category | A01. Event & Field Marketing |
Entrant | DRAFTFCB NEW ZEALAND Auckland, NEW ZEALAND |
Entrant Company: | DRAFTFCB NEW ZEALAND Auckland, NEW ZEALAND |
Sales Promotion/Advertising Agency: | DRAFTFCB NEW ZEALAND Auckland, NEW ZEALAND |
Name | Company | Position |
---|---|---|
James Mok | Draftfcb New Zealand | Executive Creative Director |
Billy Mcqueen | Draftfcb New Zealand | Creative Director |
Leisa Wall | Draftfcb New Zealand | Art Director |
Scott Kelly | Draftfcb New Zealand | Copywriter |
Jane Wardlaw | Draftfcb New Zealand | Account Director |
Crystal Clark | Draftfcb New Zealand | Senior Account Manager |
Gemma Doughty | Draftfcb New Zealand | Pr Account Director |
Angela Spain | Draftfcb New Zealand | Pr General Manager |
Steve Bayliss | Foodstuffs New Zealand | General Manager - Marketing |
• Use Rugby World Cup 2011 to engage customers and reinforce PAK’nSAVE (New Zealand’s only locally owned supermarket) as proud supporters of all things New Zealand. • Help customers to back the New Zealand All Blacks during the Rugby World Cup 2011. • Avoid getting sued by the IRB for aligning with the Rugby World Cup without actually being an official sponsor. • And, of course, get customers into PAK’nSAVE stores.
• To get people instore we wanted to give customers something unique to help them support the All Blacks. • We invented the Supporter-pop – a lollipop made with a special recipe that stained your tongue black. • 1 million Supporter-pops were made and given to customers, free with purchase. • Posters, wobblers and bunting promoted Supporter-pops instore. • People were encouraged to sneak Supporter-pops into World Cup games or fanzones and poke out their black tongues in support of the All Blacks. • Web banners, Facebook ads and checkout staff prompted customers to upload pictures to the PAK’nSAVE Facebook page, where prizes were up for grabs.
1 Million customers came into PAK’nSAVE, made a purchase and got their free Supporter-pop. (A great result, considering NZ’s population is just 4 Million.) • 1 Million black tongues were poked out in support of the All Blacks, backing them to becoming world champions. • Black tongues saturated PAK’nSAVE’s Facebook page and snuck their way into stadiums, official fanzones and even the Rugby World Cup website. • PAK’nSAVE cemented themselves as supporters of the All Blacks, and all things New Zealand. • Without being an official sponsor, PAK’nSAVE managed to make its own black-tongued mark on the Rugby World Cup, and avoided costly lawsuits.
• Customers needed to visit PAK’nSAVE and make a purchase to get their free Supporter-pop – we made 1 Million Supporter-pops, driving 1 Million people instore. • Tongue poking has special cultural significance to All Blacks supporters – the tongue poke, called “The Pukana”, is the final defiant act of “The Haka” – the Maori war challenge famously performed by the All Blacks before every match. • The cheeky act of poking out black tongues is in keeping with PAK’nSAVE’s irreverent tone of advertising. • Aligning themselves with the World Cup, without paying millions of dollars to do so, is in keeping with PAK’nSAVE’s low price policy.