Christchurch’s city council introduced a new rubbish and recycling scheme to further reduce landfill trash and encourage recycling. Eventually, the city aims to achieve a virtual zero percent waste standard. Introducing a 3-bin system provided a challenge for many households both from a logistic as well as educational angle. Our aim was to establish a second-nature-behavior towards sorting the trash the correct way. Being very clear and directive about the use of the bins facilitated the educational element, and using interactive social-marketing tactics aimed at establishing a personal connection and sense of ownership towards the program.
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AMI Insurance , the principal sponsor of the Canterbury Rugby team is given a 5-minute slot during each half-time game to run a brand-promotion activity. My brief was to create a competition that was appropriate for the happy-go-lucky insurance personality of the brand, was attractive to young, old, short, tall, fat, skinny, male and female, and looked good on TV while being played.
Ballblast was born while hiking the fabulous Milford Track, and was an instant success. 8 Players would race in 8 giant inflatable balls around the pitch with alternating gameplays. Next year, we will introduce a disruptive 9th ball. The devil ball …
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As many of our clients chose more and more social media as part of their brand strategies, AMI Insurance followed suit. AMI is a principal supporter of the Canterbury Crusaders rugby team, and can leverage that affiliation in many ways. To involve primary schools, for example.
The Crusaders have always been an important part of the Christchurch community, and this campaign was designed to ignite the enthusiasm for the home team at a school level. School classes were presented with a kit that included many physical and web-based activities, encouraging participation on many levels. Activities such as stadium visits and team visits were all part of the agenda, making the campaign a great tool for the teachers, and an even better experience for the kids.
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