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Retail

Campaign Purpose

This was a long-term brand building campaign driven by video

Media Channels

TV, OnDemand video, Print, OOH

Campaign Recognition

71%

Key insights:

  • The campaign achieved fantastic recall, with 71% or 1.7 million NZers aged 18-54 recalling the campaign. 
  • Video formed the basis of the campaign and was communicated strongly by TV and an effective use of TV OnDemand to deliver strong incremental reach. 
  • While the campaign was deliberately targeted towards long-term brand building, the content used on TV also had an impact on the specific actions of encouraging greater usage and share of shoppers’ wallets. 
  • Video’s success at generating recall meant that the 32% who recalled the campaign in multiple channels were predominantly seeing video plus something else. 

 

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