Kennards Hire launches new campaign for its entry into the NZ market via Kontented, Sydney
Kennards Hire has launched its latest creative campaign in New Zealand, produced by Sydney-based creative content production company, Kontented.
Produced collaboratively with a NZ creative crew, The Brand New Day campaign, to launch and establish Kennards Hire’s presence in NZ, features 60 and 30 second TVCs. It embarks upon the mission to capture of hearts and minds. Brand New Day is an emotion-driven creative work that highlights the nervousness and anticipation of starting a new job. It is a direct metaphor for the heritage Kennards Hire brand and its genuine anticipation in establishing its family-owned business in the NZ market.
In a departure from the capabilities showcased in the Kennards Hire Australian campaign, the New Zealand campaign focuses predominantly on the personal – on families and small business – the heartland of the family-driven Kennard Hire business – and the total solutions offered in the new fertile markets in the country including the major capitals.
Chief marketing officer of Kennards Hire, Matt Hankin, said that given the company now had branches in Auckland, Wellington and Christchurch, it felt the timing was perfect introduce itself to the New Zealand market.
Says Hankin: “The campaign respects the difference between Australia and New Zealand and our business in both markets is very different. Kontented put to us a plan that delivered separate and distinct treatments for each. We filmed in NZ using local talent and crew and in some scenes we also used our own local staff. We want our core small-tradie market to understand that we are a family owned business and here to support them no matter what.”
The multi-media campaign is launches in primetime DIY juggernaut, The Block Australia and New Zealand, and incorporates TV, radio, print, social media and digital behind-the-scenes content.
Kontented founder and executive director Kate Edwards, said the relationship with Kennards Hire across the region was a unique opportunity for the family-owned conglomerate in a new market with inordinate potential.
Says Edwards: “This is an exceptional example of a true blue family business, working with another independent company, expanding in a thoughtful way, to display its brand in our unique AsiaPac region. It shows the Kennards spirit, to integrate and service a vast market, that requires that personal connection that they are so good at delivering. One size doesn’t fit all, and creating specifically for their kiwi market is both clever and respectful.”
The TVC campaign and subsequent rollout launches nationally on 12 October.
Client: Kennards Hire
Agency: Kontented
DOP: Aaron McLisky
Directors: Kate Edwards & Shae Constantine
Post Production: Kontented – Doug Suiter
Colour / Grade: The Gingerbreadman
Audio: Spenson Audio
Music: Original Works – Rod Tamlyn composition