AIM Proximity beef up TVNZ Ondemand offer by the getting attention of creative directors
AIM Proximity, Auckland, and TVNZ have teamed up to deliver what could be one of the largest, and most certainly the meatiest, direct mail packs in New Zealand history.
A packing crate filled with a 60kg hindquarter of Angus beef was delivered to the nation’s leading creative cirectors to kick start a campaign to educate advertising agencies about the creative ways to use the TVNZ Ondemand platform.
“Getting the attention of creative directors is no mean feat, but we were confident that leaving half a cow outside their office would make them sit up and take notice,” says AIM Proximity creative director, Michael Barnfield.
Recipients of the teaser mailpacks were encouraged to visit the Ondemand Meats website where instructional videos gave a step-by-step demonstration of a beef carcass being broken down by a butcher. These videos double as a tutorial guide for advertising in and around the TVNZ Ondemand player.
At the website, the CDs also discovered that their beef would becollected that afternoon and returned to Ondemand Meats for processing.Another crate was delivered to them the following day, this time packedwith individual meat cuts that were wrapped and ready to distribute totheir creative teams.
In just a matter of days, almost everyadvertising creative in New Zealand knew about the Ondemand Meats siteand had a juicy steak to show for it.
“We thought that meat wasa fun topic to get the conversation started,” added Barnfield. “At thesame time, we wanted to prove that if we could build an intriguingstory for an everyday butcher shop on the TVNZ Ondemand platform, thenthe possibilities are endless.”
The campaign continues with acreative competition that allows creatives to submit ideas for howthey’d test the limits of the TVNZ Ondemand site. A prize of a Canon 5Dcamera will be awarded to the best entry.
Check out Ondemand Meats
23 Comments
I still don’t get this idea. And an unrelated prize?
The site, when you finally get there (1:45 for it to load, then a 1:00+ video of a guy slicing a carcass) asks “Got a Question?”
Well, yes, I do. What the hell has this got to do with the TVNZ Ondemand platform?
A waste of time, effort and money that leaves me with no idea about the brand or it’s offering.
Yeah this wouldn’t load at our agency. Or at least, we lost interest after a few minutes of waiting. That’s a problem.
Cry me a river 12.25.
promised so much delivered so little
where were the WW2 fighters?
Where is the love on this one Ashwin?
mmm…mine arrived when i was away and when opened had the wrong agency as the recipient. Could have ben ugly if someone else hadn’t opened it….None the less we all ate well that night. So thanks for that.
Not much an idea, the craft is not up to aim’s usual high standard either. Looks like the best have all moved on.
nice dm pack Michael. But the digital is a complete shambles.
It’ll make a great entry video…
Target Market: CD’s.
Everyone else: FAIL.
It’s a piece every recipient will remember and possibly talk about. My meat was delicious and appreciated. But buggered if I had a clue what the idea was. Was there one? Rump = this feature of on demand, T bone = that feature. Tasty. Shit.
TVNZ pulled this same stunt to ad agencies several years ago with a huge snapper arriving on ice, filleted later the same day.
DM was lovely – website was terrible. Did a really bad job of backing up a nice idea or communicating what the hell was going on. And yeah, technology fail on the loading times.
Sucks when you do a DM to 12 people and they all try and look at your website at the same time!
Ha! I ate Paul Catmur’s T-bone steaks & I don’t even work at B+C&F. Nice treat for me & the wife, no idea for on demand & totally no idea for whomever was responsible for putting the labels on the boxes. it’s the ‘direct’ in DM that really matters people.
a bloody fiasco by any other name would still . . .
Isn’t a creative idea supposed to help convey the message? This one buries it to the point where you have no idea what the whole thing’s all about. Indulgent, and ridiculously over-produced for what should be a simple campaign.
shocking digital, aim used to be great at this – what happened?
An online video – yep – that covers digital. Why must digital suffer so…and this from a “digital” agency.
It sounds like the award entry has already been written:
“In just a matter of days, almost every advertising creative in New Zealand knew about the Ondemand Meats site and had a juicy steak to show for it.”
Really?
The first I knew about it was when a nicely wrapped steak was put on my desk. Didn’t know where it came from, didn’t care.
But next time I need some meat I’ll be sure to check out that ondemandmeats.co.nz
is it good’s digital? because It’s really really bad
I would like TVNZ to sort out their freaking sales team and actually service their clients (and when I say that, I’m talking agencies – even if they do think that our clients are theirs) with staff who are competent and not overloaded because of under-staffing. Not that I hold anything against the people who have FLED from TVNZ recently, I would have too.
Reassess freaking priorities TVNZ.