New World staff slice veges to make musical heaven in ad campaign via .99 Auckland
.99, Auckland has taken Kiwi ingenuity to a new level with its latest ad for New World. The 90″ launch ad sees a band of New World staff playing guitars made of cabbages, tooting a carrot trumpet and tinkling the toothbrushes on a rather different sort of piano. The band, made up of real New World staff members, was formed through a nationwide audition tour of New World supermarkets with director Kevin Denholm and Dave Dobbyn.
Staff members vied to play Dobbyn’s Slice of Heaven on real musical instruments made of every-day objects that can be bought from any New World supermarket.
Says New World’s marketing manager, Fiona Stewart: “We Kiwis pride ourselves on being innovative, strong-minded and prepared to stand up and be counted. As a nation we also embrace the lighter side of life.”
The campaign has also seen New World take the giant leap into the world of Facebook. Working with the digital agency Wag The Dog, .99 have created a leading edge Facebook page that operates more like a micro-site.
Says .99’s strategic director digital, Mike Wilson: “Our aim was to make the customer journey as easy as possible. Do achieve this, we created a flash-based micro-site under one of the standard Facebook tabs. Users can easily navigate between four separate sections, each with their own unique content and design, and never have to click away from the main campaign tab.”
This is the first time this approach has been used in New Zealand, however Wilson believes this is the way forward for Facebook advertising.
Since the ad launched on 31 October, its Facebook page has attracted over 8000 fans.
Ms Stewart adds: “The team had a lot of fun and an amazing experience working together to bring this project to life. From our deli managers to checkout operators, we have discovered some incredibly talented team members who represent us in our local communities every day. We are very proud that they are now representing us on the national stage.”
Besides the 90″ launch TVCs and two follow up 60″ versions there is also a cornucopia of behind the scenes footage that documents the creation of this campaign from auditions through to the recording studio. All viewable at www.facebook.com/newworld
4 Comments
*Hates*
Overly enthusiastic simpletons playing vegetables. Did the agency apologise before the shoot?
Nice.
I hate Nice.
Cute! Adland may hate it. But the public will love it.