L&P is a product and brand well-known to kiwis right across the country. Initially made with natural spring water from a small town in Paeroa with some added lemon, L&P has been around since 1907. Ask anyone and they’ve probably got a photo in front of the big L&P bottle in the town where L&P was started and if you’ve ever had an L&P, you’ll no doubt also agree that a sip of L&P, tastes just like summer. So it was no surprise that when L&P came to CARTEL Media to activate over summer 2023/2024, we had just the locations to make some impact.
Goal / Challenge
To showcase L&P and ‘summer’ to kiwis, L&P spoke to CARTEL Media to feature the brand in key summer hot spots across the country. We’re talking holiday parks and surf clubs where kiwis flock to when the temp gets up and you’re in need of a cool, refreshing drink.
The Solution
CARTEL Media was able to work with our venue partners in the best summer hot spots in the land! Through our partnership with Surf Lifesaving New Zealand, L&P was able to sprinkle it’s toes as close to the beach as it could get from Ruakaka in the North, Wainui in Gisborne, New Brighton in Canterbury and St. Kilda in Otago as well as other spots in-between. Alongside 10 surf clubs, we were able to spread the reach further, engaging with our Holiday Park network of venue partners to showcase L&P in 22 campgrounds all over NZ. Throw in a few of our digital screens at key swimming pool venues around the country, and coverage was everywhere, targeting beach go-ers and holidaymakers as they enjoyed the best of what a kiwi summer can offer, with a chilled L&P in hand no doubt!
Skinny Mobile Summer ’24
As kiwis escape to the beaches and hot spots all over NZ, keeping a tab on your data to ‘gram all those cool summer moments and stunning blue sky days can be hard. No one wants to run out of data while on holiday. If you can’t put it on the ‘gram, did it even happen?!
Challenge/Goal
Skinny Mobile wanted to provide the ability for kiwis to have all the data they needed over summer. Wherever kiwis went to, Skinny wanted to let the hottest of hot spots know that they had it covered over summer with Free Data Weekends on a $17 or above four-weekly mobile plan. Free Data Weekends meant loads of photos and updates for those in other holiday spots or stuck at work over the summer break. With Free Data Weekends, there was a whole weekend to make the most of social posts, checking the weather, streaming your favourite show and more!
The Solution
Picking the hottest hot spots in our network meant we could get the message to those who may want it the most! Leaning on our partnership with Surf Lifesaving New Zealand, Skinny was able to share the great news to those holidaying in Northland, Bay of Plenty and the Coromandel. Our network of Holiday Parks and Campgrounds was also a perfect environment to share the Free Data Weekends message with the likes of Netflix, Neon and Sky Sport Now no doubt chewing through data when kiwis come back to relax their hot, sweaty, salt water bodies ready to launch into another day of full on activities or fixing up those tan lines.
ACC Summer ’24
ACC have been asking kiwis to “Have A Hmmm” when it comes to activities that we get up to whether it’s playing sport, home or DIY or participating in a range of summer activities like swimming, surfing, mountain biking or road cycling. The “Have A Hmmm” campaign encouarges all of us to “Ask yourself, would it be easy for your whānau to stop what they’re doing, to take care of you? How would it make them feel to see you in pain?” The key focus of this campaign being that “If you get hurt, who gets harmed…”
Challenge/Goal
With the aim of targeting people as they go about their summer fun activities, ACC wanted to target the message to the audience in the upper North Island so relevance was key. Placement of the creative was an important consideration to ensure it was targeted appropriately so it made the most sense to those who saw it while encouraging them to “Have A Hmm”.
Solution
Working with CARTEL Media a number of times in the past, ACC knew CARTEL Media could get the message in front of kiwis in a targeted way, where they play and socialise over summer like beaches, mountain bike parks and pools. Having specific creative for each environment, CARTEL was able to tailor the message to suit the audience.
Working with our Venue Partners, we were able to get ACC’s message where it mattered most. With our exclusive partership with Surf Lifesaving New Zealand, we encouraged surfers to Have A Hmmm and check safeswim.org.nz to find a lifeguarded beach was placed at surf clubs over the peak summer period from Ruakaka to Gisborne. Aquatic Centres and summer pools from Whangarei to Rotorua also featured the swimming/surfing creative across our digital network as well as some static media where it was more suited. A number of moutain bike parks across Auckland, Waikato and Rotorua reminded riders to “Have A Hmm” and encouarging them to stick to the trails that suited their ability. There was also a call-to-action to check out moutain biking safety tips at acc.co.nz.
The summer campaign with coverage across the Upper North Island was a successful way to promote safety in these key environments over the summer. ACC then looked to extend this campaign with the addition of sites across the rest of New Zealand reaching the Hawke’s Bay, Manawatu, Taranaki, Wellington, Nelson, Christchurch and Otago from March through to the end of summer.
Tip Top Challenge Sticks
Tip Top’s Challenge Sticks promotion was a fun way to encourage consumers to take on challenges. Challenge Sticks began in November 2022 and ran through to 2023. Each of Tip Top’s stick flavours, including Popsicle, Choc Bar, Jelly Tip, Fruju, and Memphis Meltdown, had a different “challenge” printed on it as part of the promotion. Challenge Sticks celebrated moments of optimism and positivity for all New Zealanders, to inspire people to do things a bit differently. 32 different challenges were created and printed on sticks encouraging kiwis to “walk the cat”, “turn off your phone”, “sing with the windows down”, “master a cartwheel”, “create a treasure hunt” and more.
Goal / Challenge
Tip Top’s Challenge Sticks was a key summer promotion for summer 2023 and a key focus was coverage of the promotion in key summer hot spots where kiwis would be spending their summer and cooling off with a trip up to the local dairy or servcie station for a Tip Top ice block or ice cream. That’s where CARTEL Media came in – to ensure kiwis in summer destinations knew about the Challenge Sticks promotion and take on a challenge.
The Solution
Utilising our network of venue partners, CARTEL Media was able to extend awareness of the summer promotion in 30 summer destinations incorporating surf clubs, service stations and dairies and holiday parks in Coromandel, Bay of Plenty, Northland, Auckland, Taranaki, Gisborne, Waikato and Central Otago.
KFC
KFC is a household brand in New Zealand known for their fast food. For a number of years, KFC has also been a major fund raiser and donor to Surf Life Saving New Zealand. They wanted to connect and double-down on that relationship and involvement with SLSNZ by running a campaign at beaches during the popular summer months around New Zealand.
THE SOLUTION
When there are no permanent media options in an environment that a client wishes to target, that’s where On Demand CARTELS come into play. Between Surf Club approvals and print and distribution of artwork to nationwide installers, this campaign required operational experience and connections.
Covering hundreds of kilometres of coastline, the CARTEL Media team delivered on a campaign that involved numerous working pieces. Wanting to allow people to react to the advertising, KFC were careful to select beaches that had a reasonable proximity to a KFC location.
With the installation phase of the campaign complete in time for the busy summer period, the eyes on this tactical media placement would be guaranteed.
THE RESULT
The KFC alignment with Surf Lifesaving was reinforced across NZ with 50 Surf Club sites being included on the campaign, covering both the North and South Islands. The campaign continued for the duration of the whole life service patrolling summer. While foot traffic to each beach was not recorded, a summer of great weather meant the beaches were a legitimate hot spot for all New Zealanders.
