Q Card launches new ‘Campervan Memories’ television commercial via Federation NZ

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Q Card Memories 02 copy.jpgQ Card has launched a new brand TVC via Federation New Zealand.

With Q Card awareness and penetration growing, the brief was to create a brand TVC to evolve the Q Card story. Federation was determined to lead with emotive story-telling because Q Card is ‘for buying the things that matter’ and what matters is how people feel when they can get the things they really want or need now.

Looking at the category, and keeping Q Card’s smart, friendly and down-to-earth personality in mind, it was clear Federation needed to avoid lofty, patronising and earnest territories. Federation also didn’t think it was appropriate to be overtly entertaining, silly or flippant and it didn’t want to lead from the negative.

Says Matt Campbell, CD, Federation: “We resolved to be simple and positive – life has great things in store for you now, and in the future, so there’s no need to limit your life. Q Card enables meaningful experiences (the things that matter) and gives you the opportunity to say yes to the life you want.

Q Card Memories 08 copy.jpg“The next challenge was – what story to tell? There was no way to cover off all the ways one can use a Q Card to better your life in one 30 sec ad, without losing the engagement factor inherent in a single minded story. We settled on Campervan Memories – seeing it as an embodiment of the precious life memories we all aspire to experience and then somehow hold on to.

“Impressed with the dramatic realism and down-to-earth feeling from Justin Harwood’s independent web series “High Road”, we got him aboard as director.  Through discussion with Justin, and knowing how hard it is to create an emotional feeling in 30 seconds, we knew we were looking for a great song. Buzz Moller (Voom) immediately came to mind, and with powerful songs like “Beautiful Day” under his belt, we commissioned him to write and record the song.”

Says Stuart Cameron, chief business development manager: “We were really pleased with the creative – Federation engaged us in a collaborative process to explore several territories and concepts. We took two ideas to research, garnering some valuable customer insights that were folded into the script. We’re proud of the final product and believe it will continue to drive the growth that Q Card has seen over the last three years”.

Client: Fisher & Paykel Finance

Marketing Team: Rachelle Crowe, Hugh Robinson, Jasmine Millar

Account Team: Liz Adams

Strategy / Planning: Sharon Henderson, Emma Fern

Agency Producer: Leela Menon

Creative Director: Matt Campbell

Writers: Danny Brown, Matt Campbell

Art Director: Matt Campbell

Production Company: Tomorrowland

Director: Justin Harwood

Producer: Annabel Carr

Editor: Jeremy Masters

Music / Song: Buzz Moller

Mix & SFX: Glen Cleaver, Big Pop Studios