Retirement and aged care marketing is full of smiling seniors and caring staff. But what it fails to capture is the true spirit and individuality of this dynamic audience. With the population aged 80+ increasing by 300% over the next 40 years, we needed to create a platform for Ryman that spoke to the game-changing Baby Boomer generation. Ryman Pioneers is a total brand experience platform designed to anticipate this major sector growth.
Featuring real residents from Ryman Villages in New Zealand and Australia, Ryman Pioneers breaks stereotypes while helping Ryman staff reset their sales and customer experience approach and demonstrate their true understanding of what motivates potential customers.
This audience might be retired but they are far from retiring.
The platform is executed in multiple video formats capturing the essence of the Ryman Pioneers and their individual stories, large scale out-of-home, print, radio, real estate sales communications, and on-site sales experiences.
The same sun that’s used to grow the wholegrains that go into Sunbites, was used to make our ad.
Since its launch in July 2020, bp has been inspired and excited by New Zealanders’ response to its Thank You Coffee campaign.
Thank You Coffee gives bp’s customers the opportunity to gift a free Wild Bean Cafe coffee anonymously to another New Zealander. Participation involves simply downloading or updating the BPMe app and unlocking a free coffee which users then choose to enjoy themselves or gift to someone deserving by paying it forward.
In its first four months, the campaign has exceeded all expectations with thousands of generous Kiwis spreading kindness around the country by gifting their coffee to make someone’s day. Nearly 25% of bp’s customers have generously gifted their coffee, with the gifting rate showing an increasing trend. On one of the campaign’s most successful days – the day Auckland went back into lockdown – 44% of bp’s customers chose to pay their coffee forward.
Luke Rive, bp New Zealand National Marketing Manager, is delighted with the outcome. “We designed the Thank You Coffee initiative before COVID-19 changed 2020 completely”, he said, “and it has certainly been a wonderful way for deserving New Zealanders to have their hard work recognized in typical ‘Kiwi fashion’: understated, humble and unobtrusive”.
An increasing number of bp customers are now regular users of the BPMe app for their fuel and coffee purchases as a result of the Thank You Coffee campaign. bp has seen a 98% increase in app downloads compared to the same three-month period last year. This result exceeds bp’s pre-launch estimate that app downloads would increase by up to 30%.
Logo design and brand development for Yuty, an innovative beauty brand that uses patented tech and AI find products personalised to you.
The increasing size and length of mortgages mean New Zealanders will be paying off the loan well into old-age. With its mission to help New Zealanders 'be good with money', BNZ wanted to do something about it. So we showed real elderly New Zealanders still working to pay for mortgages, driving people to shredmymortgage.co.nz, to see how they could get mortgage free sooner.
Gold APAC EFFIE, Gold EFFIE, Gold ECHO, Gold Festival of Media APAC, Gold NZDM
Launching the global strapline and campaign for Tropicana.
Helping kiwis ‘be good with money’ by showing them the thousands they could shred off their mortgages in unnecessary interest payments.
D&AD, CANNES LIONS, Gold APAC EFFIE, Gold SPIKES, EFFIES, Top 10 Campaign of 2015 Directory, Creative Effectiveness at SPIKES, Most awarded Direct campaign, No.18 WON REPORT, CAPLES, BEST Awards
Hosting a collaborative hackathon with the up and coming Brazilian sportswear brand Luta, and Facebook. The three day hackathon saw us building a full site for Luta, design a communications framework and prototyping transactional posts in facebook. A massive success as Luta was bought by Reebok less than 6 months later.
Christchurch rugby fans could lay claim to $25,000 hidden under the turf at their home stadium - so they could win on home turf, for their home turf.
Gold APAC EFFIE, Gold EFFIE, Gold ECHO, Gold Festival of Media APAC, Gold NZDM
A piece of your favourite show. To eat. Netflix Dinners lets fans dine like their favourite characters, with their favourite characters.
AXIS, CAPLES, DIRECTORY
The biggest cancer affecting men had no icon for awareness. Leveraging the stance of a footballer facing a penalty kick made it familiar and accessible to a mass audience.
Shot by Rankin, and featuring British sporting and media celebrities, including: Charlie Higson, Teddy Sherringham, Lawrence Dellaglio, Pete Tong, Jeff Brazier and Danny Murphy.
D&AD Pencil for Design
Emirates Team New Zealand were pushing themselves to the limit in Bermuda. HP helped show Kiwi's just how far that limit is. The HP ETNZ Simulator, proud to help the kiwis bring home the cup.
