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Tue 11 Jun 2013, 7:00am–9:00am

Where: Pullman Auckland Hotel, Corner Princes St and Waterloo Quadrant, CBD, Auckland

Restrictions: All Ages Licensed

Ticket Information:

  • Ticket for Northern Knowledge Bites: $95.00
  • Additional fees may apply

Gain insights from two award winning integrated marketing campaigns that although very kiwi, have caught the eyes of local and international awards judges for their insight, integration and effectiveness:

Peter Vegas
Senior Creative

Rufus Chater
Communication Planning Director

Rona Booth
Marketing & Fundraising Manager

Driving Dogs - SPCA, Mini and DraftFCB:
The challenge of changing attitudes towards impounded dogs was met by a campaign that put homeless canines behind the wheel of a modified Mini. The campaign concept was picked up by most of the world's major media outlets, was the most shared video on BBC three days running, with 225,000 shares to Facebook and 7,900 to Twitter, and ranks as the one of biggest 'news' events on Campbell Live in its seven-and-a-half year history. As the awards continue to flow in, and impounded dogs find homes, you can get a behind the scenes experience from the team that brought this campaign with a message to market.

The speakers will be covering:
The objective of the campaign
What behavior did they need to change?
What research they undertook?
How did other advertising in the adoption space work?
How did they came up with the idea
What was the idea and how did they bring it to life?
Why they did it like they did
The challenges
Did it work?
What did we change?

Danny Phillips
Brand Marketing Director
Lion Co

David McIndoe
Senior Planner

Believe (Steinlager White Can) - Lion Co and DDB:
This campaign focused not on how it wanted to be seen, but what the brand needed to do for New Zealand: the can with a cause centered on re-firing the belief of wounded All Black fans everywhere. This grand Effie winning campaign delivered sales of 4.5 million cans, rejuvenated brand adoration and reversed Steinlager’s declining share as well as delivering yet another milestone in their shared history with New Zealand.

The speakers will be covering:
By exploring what we didn’t know, a wider set of possibilities were opened to us. Research is a powerful tool when it is set free to discover not just confirm what is already known.
Don’t think about how we get people to participate with us, think about how we can participate with people in what they care about. Brands aren’t that bigger deal.
There is never as much risk as you think, identify the real risk and ignore the rest
Default to action. Do something
Integration is spelt IDEA

The only way to learn more about these fantastic campaigns and to pick up tips and tricks that might be relevant for your business is to be there!

Restaurants to book near Man's Best Friends - Dogs, Rugby, Beer & European Cars