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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.

Jetstar 2015 Hilux New Zealand Rural Games

2015 August 5

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.


Vodafone Warriors Air Guitar

2015 August 3
by admin
Copper was briefed by Vodafone to leverage the Vodafone Warriors sponsorship and demonstrate how Vodafone empowers customers to be more confidently connected. Our solution was to connect the entire Westpac stadium through a singular action: we invited consumers to play in New Zealand’s largest ever Air Guitar band. The call to action promo, featuring Vodafone Warriors star player Kevin Locke and the iconic Mt Smart Joker, was released via the Vodafone Warriors and Vodafone social channels prior to the match. Fans could vote for their favourite ‘Air Guitar’ song in the hope of seeing it played l ive at the game. Player meet-and-greets at Vodafone stores, supported by street team ticket giveaways and a corporate box competition in conjunction with a leading national radio station, all built hype in the lead-up to the main event. On the day, legendary Shihad guitarist Jon Toogood was recruited to lead the 26,000 match attendees in an Air Guitar rock anthem at half time. During the gig a 360-degree stadium photograph was taken, allowing rockers to tag themselves on Facebook and share the experience to win prizes.

Jed’s Bean Bags Product Launch

2015 July 29

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.6VMG4em3WZFlI1UuKTheI2W_VuqJ1FnChmMqCN0cK48

Stoneleigh Wonder of Nature: Suspended Garden

2015 July 27
Copper was invited to produce the experiential component of the Stoneleigh Wonder of Nature campaign, led by Ogilvy. Our brief was to engage consumers and increase consideration and preference by driving trial and leveraging the brand’s affinity with nature. The ‘Wonder of Nature’ was a 10-day multi-sensory event on Auckland’s waterfront. It offered the target demographic a sanctuary to escape their busy daily lives and enjoy the portfolio of Stoneleigh wines, in an environment inherently linked to the brand’s heritage. Evolving the original concept from a pop-up bar, the ‘Wonder of Nature’ grew to become a richer experience, where guests could attend a strategically curated program of events celebrating nature. These ranged from terrarium demonstrations to insightful talks by New Zealand’s leading landscape architects. As part of the wider above-the-line campaign, consumers were invited to download an app and take an image of nature to be in to win an all-expenses-paid trip to the vineyard. At the event we aggregated the Facebook feed and presented the images within bespoke frames, driving conversation and encouraging further social reach


Vodafone Warriors Mother’s Day Surprise

2015 July 22

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.01(hero)


2015 July 20

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:

Anchor Protein Activation

2015 June 25

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.

Skinny Mobile – ‘Man in a Van’

2015 June 22
by admin

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.

Latina Fresh Soups

2015 June 22
by admin

​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.

Old El Paso – Make Mexican Your Way

2015 June 18
by admin

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.