How the Newspaper Publishers Association sent the Rugby World Cup good news to expat kiwis
November 16 2011, 12:12 pm | | 9 Comments
Creative review – The All Blacks winning the Rugby World Cup created some pretty memorable newspaper front pages the sort that people can’t wait to read in the morning. But what happens if you’re a Kiwi living thousands of kilometres away?
Special Group, Auckland – on behalf of the Newspaper Publishers Association – created a full page ad encouraging readers to fold up the newspaper, pop a message on it, and send it to a Kiwi overseas so they could share the unique experience of holding and reading these special newspapers as if they were back home in NZ. Alternatively it could be sent to an Aussie mate.
9 Comments
Great thought. but, I actually didn’t get this when I saw it in the paper. There was nothing that referenced the rugby being on the front page as the reason to send it.
would have worked if the post was free, which it wasn’t. I doubt that more than 10 got sent by people outside the agency.
So simple it’s brilliant. The classic ‘demonstrate the power of press’ brief, done well. Nice work.
9.06am…. thanks for that insight. Actually it worked its socks off. Sorry to disappoint you.
Newspapers
Traditional Mail
“Worked its socks off”
Anyone in here under 50?
PS Robert: I’d just like to preemptively congratulate you on your Effie next year. Great work on a desocksed campaign
Love the idea being a fellow kiwi living abroad. Would love to see the figures, how was it tracked and measured?
this is choice
@8.21: Hey Captain Digital, I’ve got a really grreeeat eDM brief for for. Stay in ad school.
I really liked this ad. but what i liked more was that it stood out in the paper i was reading rather than seeing it on a blog.