Apn New Zealand Publishing DM NZ NOTWORTH NEWS by M&C Saatchi Auckland

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Industry Online Press, Media & Information
Media Direct marketing
Market New Zealand
Agency M&C Saatchi Auckland
Executive Creative Director Dave King
Art Director Dan Fastnedge
Copywriter Olivia Wagner
Photographer Deborah Meek
Released February 2011

Credits & Description

Category: Publications & Media
Advertiser: APN ONLINE
Product/Service: ONLINE NEWS
Date of First Appearance: Feb 7 2011
Entrant Company: M&C SAATCHI, Auckland, NEW ZEALAND
Executive Creative Director: Dave King (M&C Saatchi)
Art Director: Dan Fastnedge (M&C Saatchi)
Copywriter: Olivia Wagner (M&C Saatchi)
Client Services Director: James Johnston (M&C Saatchi)
Account Manager: Claudia Zwimpfer (M&C Saatchi)
Finished Artist: Luke McArthur (M&C Saatchi)
Photographer: Meek (Match Photographers)
Media placement: Magazine - New Zealand Womens Weekly, New Idea, The Listener - 21 February 2011
Media placement: Newspaper - NZ Herald - 7 February 2011
Media placement: Billboard - Nationwide - 7 February 2011
Media placement: Online - Network Buys - 7 February 2011
Media placement: Video/Banner - Network Buys - 7 February 2011
Media placement: Adshell - Auckland-Wide - 28 February 2011

Describe the brief/objective of the direct campaign.
The objective of this campaign was to migrate new consumers to the Herald’s online platform other news sources and platforms.

We utilised a breadth of channels. The ‘traditionalists’ source their news on radio and newspapers. To reach this audience we ran ads in drive time radio. We also ran press ads in high frequency, within the Herald newspaper.

To engage ‘shallow grazer’ - who source their news online, we ran web banners. These appeared on Facebook and lifestyle sites associated this audiences interests.

To gain instant reach, a nationwide billboard and bus shelter campaign supported the tactical activity.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created NZ Notworth News, a news team made up of all the different kinds of un-credible news New Zealanders are exposed to.

Each day, members of the NZ Notworth News team parodied real, current news stories with their particular bias. We then linked these satirical stories back to the real NZ Herald article to highlight that if you really want news you can trust, you need to head to the website.

By inviting consumers to compare the nznotworthnews.co.nz article with the real, trustworthy NZ Herald article, we positioned nzherald.co.nz as New Zealand’s most trusted online news source.

Explain why the creative execution was relevant to the product or service.
nzherald.co.nz is New Zealand’s most trustworthy news source. To highlight this, we showed New Zealanders how much untrustworthy news is out there by parodying real current news from nzherald.co.nz through our team of characters. Each character represented a different type of news bias, including a Fox News inspired right wing redneck, a News of the World style sensationalist, a fluffy vague reporter, a very biased sports journalist, a technology reporter who gets everything off Facebook and an incredibly ditzy weather girl. By showing how news gets misconstrued, we positioned nzherald.co.nz as the place to go for news you can trust.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
99,237 hits and counting on nznotworthnews.co.nz

There was a 7.3% increase in site traffic to nzherald.co.nz on day of reveal. That’s the largest week on week increase the site had seen in 12 months.
One week after reveal, there was a 44% increase in site traffic to nzherald.co.nz.
The average consumer spent a whopping 2 minutes and 35 seconds minutes exploring nznotworthnews.co.nz.

And we generated approximately $248,000 worth of free media.

Please note that the day after launch, there was earthquake in Christchurch, which would have also contributed to the increase in traffic to nzherald.co.nz.