The Experiential Marketing Association of NZ is an incorporated society created to both represent the interests of its members and highlight best practice experiential marketing in NZ and from around the world.
On this site you'll find blogs about local and overseas experiential campaigns and news, case studies of EMANZ members' work, and of course information about EMANZ
itself, including our Code of Practice and how to join the association.
Copper were asked to activate the Jetstar Kids ‘n Country area at the Hilux New Zealand Rural Games (NZRG) and generate PR around Jetstar’s sponsorship of the event. The most effective way of communicating the Jetstar NZRG partnership with the wider NZ and Australian public was through compelling content. This presented an opportunity to give deserving children an awesome experience and share the event through their eyes. 20 lucky students were chosen from Finlayson Park School in South Auckland and sent on an all-expenses-paid trip of a lifetime. Over three days they enjoyed a jam-packed itinerary anchored around the New Zealand Rural Games and activities happening in the Jetstar Kids ‘n Country area. The children’s journey was documented and shared as social posts throughout the weekend, culminating in a short video distributed via Facebook and as additional in-flight content. Copper worked with the NZRG to bring to life the Jetstar Kids ‘n Country area through branding, radio coverage, a high-profile MC, merchandise giveaways,activities and an exceptional program of games that celebrated New Zealand’s rural heritage and had all family members wanting to join in.
Copper was engaged to introduce the new Jed’s Bean Bags product to the discerning coffee connoisseur. With preconceptions around taste and method identified as the biggest barriers to purchase, sampling was determined as the key communication pillar for launch. Our job was to raise awareness, drive trial and ultimately convert consumers. We devised a targeted location strategy, encompassing key regional markets and delivering a mass reach. Dry sampling at malls was complemented by wet sampling at points of need, such as early morning commuters at railway stations. Consumer profiling recognized early adopters as a core target market. Partnerships with appropriate suppliers were negotiated, including a nationwide product drop in My Food Bag and office drops at select New Zealand agencies and businesses. A strategic social media campaign was rolled out, driving awareness of the nationwide sampling campaign and providing a platform for consumers to share their feedback.
The Vodafone Warriors were giving mums a free ticket to the match proceeding Mother’s Day. Creative partners True wanted to build on the notion that Vodafone celebrates mums by rewarding a handful of lucky ladies with some very special prizes. Copper delivered an at-game activation that saw 20 mums receive smartphones, one a TV, one a trip to the grand final in Sydney – and one very lucky mum received the experience of a lifetime… Vodafone Warriors fan Jan Collins opened a giant parcel on the pitch to reveal her son Sam, who we had secretly flown home from months of intrepid travelling in Nicaragua. The emotional reunion resonated with the entire stadium and inherently celebrated the Vodafone ‘Stay Connected’ brand messaging. The content was pushed out across the social media platforms of Vodafone and the Vodafone Warriors, complemented by a 360-degree stadium photograph, allowing fans who attended the game to tag themselves on Facebook and share the experience to win prizes.
The newly launched Biz Brand Cam app lets brands, and agencies, take control of offering branded photo and video marketing experiences at events, brand activations, and experimental marketing activities. It turns event guests into social ambassadors and facilitates the co-creation of branded user-generated content, which gives value, adds credibility and sparks online users’ interest in a brand. While there are similar products available in the market place, Biz Brand Cam is the first fully customisable app of its type available for brands and agencies to download directly from the Apple App Store:
Kids showed their strength in droves at the Anchor Protein+ activation at Weetbix Kids Triathlons throughout the country this summer. Anchor Protein+ is packed with ‘delicious goodness for kids on the grow’ so we created a strongman tent to test it out. Kids sampled Anchor Protein+ and then proudly lifted a fake dumbbell with a photographer capturing the moment. Mums were given the photo along with a branded magnetic photo frame and a discount voucher with key messaging to keep Anchor Protein+ top of mind and encourage purchase. Volume sales increased a phenomenal +52% in grocery over the activation period.
In the absence of retail stores, a compelling solution was required to bring Skinny Mobile to life and to showcase the brand’s new look. Below The Line’s concept of a self contained mobile sales unit was the perfect solution to deliver on the objectives. Flea markets were identified as the ideal location to facilitate our activation. The results exceeded initial forecasts both from an engagement and sales perspective. Below The Line successfully connected the Skinny brand to everyday kiwis.
A multi disciplined sampling strategy was required to introduce the new Latina Fresh Soup range to shoppers. With no ATL support our objective was to drive mass awareness, facilitate trial and provide retail support with a sales push instore. Below The Line’s strategy took the brand across all supermarket banners, outdoor sampling, morning commuters and office drops. The results exceeded all expectations with an excellent sales uplift of 23% in grocery and over 5,000 sample pots into the mouths of new consumers.
Below The Line’s sampling activation brought to life the ‘Make Mexican Your Way’ campaign theme to inspire shoppers to spice up their meals through Old El Paso. Each demonstration had a team of two recreating the Shredded Chicken Recipe from the TVC showing how quick & easy it was to do. The campaign was a big hit achieving a 21% conversion to sale across the product range plus 11,000 new households brought into the brand setting a new best in class campaign for the client.