The Dominion Post has been running an aggressive campaign in our neighbourhood…free newspaper five days a week for three weeks…the promotion has just ended.
Nearly every driveway in the local environs had the promotional paper – you could tell promotion from actual by the distinctive packaging.
Last night I got a call from the Fairfax call-centre: Did I enjoy my free paper? I did. Would I like to subscribe? Tell me more? We can offer you the Dominion Post for 14 or 26 weeks at half the price of the newsagent or dairy. That’s a good offer [pause]…[longer pause]…but, no thanks.
Well, I might be regretting it today, but whether I have let go of a good offer or not I couldn’t help wonder what this promotion was telling me about the current state of Dominion Post subscriptions.
I’m left with the impression that things are not great in newspaper-land. That was an offer almost too good to be true – it almost smacked of desperation. While retail spending is down and shops are offering a routine 50-70% off the RRP the same heavy discounting seems to be happening in the world of newspapers.
If it had been the NZ Herald I might have said yes.
For the first time ever the Cannes International Advertising Festival’s Film category has awarded the Grand Prix to two entries: Cadbury’s Gorilla TV commercial, and Microsoft’s Halo 3 web film campaign.
The Cadbury Gorilla has been on YouTube for nearly a year. I guess because of the recent win Cadbury is rolling the TVC here in New Zealand for the first time, promoting it in todays Sunday Star Times. It’s a great piece of art that you cannot help but get sucked into.
The winning Halo TVC takes it’s lead from shows such as Band of Brothers, where old soldiers recount their experiences fighting the enemy. See it here.
The clever clod that made the Smashing Creme Eggs ad probably spent a lot of time, but otherwise in the region of NZ$100.
The Guinness ad more closely resembles the Honda TVC which came out several years ago, and was shot in one continuous take. The Honda TVC is truly magnificent. The Guiness one, while it looks good, might only be a series of well directed cuts, rather than one take – which to me lessens the message.
It’s with some comfort that the Ministry of Health is looking into a possible breach of the Advertising Standards (see Ministry on snack attack). Apparently the campaign 2008 RUGBY SUPERSTARS campaign with Bluebird chips breaches the act on advertising to children, and on food advertising.
It shouldn’t be seen as unusual that the NZRU allow their brand to be associated with chips – after all the All Blacks are strongly linked to Steinlager. But the fact that this promotion encourages children to eat a fattening and unhealthy product, with the byproduct of collecting rugby cards is misguided. Perhaps the Rugby Union is more strapped for cash than we are led to believe.
The link between Weetbix and the All Blacks is a healthier relationship – my six year old boys spent the day inside today (it was raining) playing with their weetbix cards, and working out (with the aid of a calculator) how old each of their collected players were, at the same time marvelling at the number of weetbix they ate at a breakfast sitting.
Criticism should also be directed at the parents. I’m assuming it’s their permission that is given to purchase these chips in the first place. I know how convincing [whining] kids can be when they want something, but parents, let me tell you something: You are the adult – you’re supposed to know best. Stop buying them this crap.
I will look forward to the RFU’s position being defended over the next few days and the outcome of the MOH’s complaint to the Advertising Standards Authority.