Manrose says join the fanclub in newly launched digital brand campaign via Havas New Zealand
In a dynamic digital brand campaign created by Havas NZ, the superior performance of a Manrose fan is aligned with those of sporting Kiwis around the globe.
The cleverly constructed and executed campaign uses the topicality of the amazing accomplishments of NZ’s favourite sports people on the world stage and delivers the fun (and informative) parallel of Manrose being the country’s favourite fan.
Through Havas’ nimble digital programmatic tools and even more nimble digital creative people, Havas NZ has been able to swiftly deploy fun, patriotically supportive, amusing headlines drawn from the world-stage wins by Kiwis minutes after they have been completed.
This dynamic planning process means that (in the rare instance) if there isn’t a relevant NZ win, budget isn’t wasted on eyeballs for the sake of eyeballs. Instead the plan can adapt to support smarter timings and messages that will drive a stronger market response versus standard banner campaigns.
The ongoing campaign has delivered industry-busting performance results – CTRs consistently perform at 4 times the industry benchmarks. Within a category that’s not renown for being the 
most exciting and normally limited to tradie environments, this campaign has effectively honed in on it’s target audience with leading placements on NZ news and sports destinations. Often within the very content the headline refers to.
Engagement has been the key, proving the Havas notion that well-executed content and well-connected audience data combine to deliver outstanding, tangible results to a well-stoked client.
1 Comment
I’ve written a few press releases. The trick is to make them seem authentic and less like an obvious promotion for your agency without using a swathe of generic buzzwords.
Perhaps they might be able to resubmit?
But, hats off to the copywriter who was able to get ‘stoked’ into this rather gushing press release. We should go surfing together.
In short, I’ll summarise the campaign without the use of marketing cliches – Havas were able to quickly put up some ads following a boat race in Bermuda that attempted to capture the hearts of the nation via the oldest headline trick in the book: A pun.
The verdict: Mandarin Oriental did the ‘fan’ pun better.