Publication:

New Zealand Marketing - 2021-09-23

Data:

JASMINE CURRIE

2021 Tvnz-nz Marketing Awards

We’ve always tried to innovate within this format, from crashing a bottle into an icon, to opening a 10-day ’50s-style milk bar popup, to building a life-size vending machine. I think the key here is that we’re always really clear on our audience, strategy and idea from the start, then the use of creative media comes from there. I think there’s a role for both conventional and disruptive innovation-led approaches, and they often work best together. We always look at how we can power the strength of digital with physical experiences, and with generosity being one of our core brand values, being generous with our OOH innovation experiences is key to that. With conventional OOH marketing, we continue to invest in this space given its ability to drive reach, get into certain locations and make the brand feel big. But off the back of Covid-19, we’ve had to adapt our approach, such as reviewing movement data and evolving our mix and locations to reflect the rise of suburbs as people frequent the CBD for work less.

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