Other Case Studies
Vodafone
Do your thing better
MINI SPCA
Driving Dogs
Prime
Call Girl radio stunt
PAKnSAVE
Meet the Meat of your Dreams
Teach NZ
Murophobia TVC
Mitre 10
Easy As TVC
Cerebos Greggs Herbs & Spices
Triple love
APN NZ Herald
150 years
SPCA
Make a friend
MINI
Carmonica
EFFIEs
Call for entries
PAK'nSAVE
1987
PAK'nSAVE
RWC Supporter-Pop. Bleargh!
Electricity Authority
What's My Number?
George Weston Foods
Two Hands Bread
Cerebos Gregg's
Helping Kiwis tell it like it is
Campaign for Action on
Family Violence
Jeff
MINI
MINI Soho
National Depression Initiative
The Journal
Prime TV
True Blood
BMW
X1 Dessert
Mitre 10
DIY is in our DNA
Robert Harris
Inspirational Moments
Ministry of Health
Like Minds, Like Mine
ALAC
Ease Up On The Drink
PAK'nSAVE
NZ's Lowest Prices
SPCA
A Very Silent Night
Prime TV
Idents
Whitcoulls :: A Little Bit Wonderful Everyday
To watch the A Little Bit Wonderful Everyday TV ad, you need Flash. You can get it right here and we’ll be waiting for you when you return.
Still not sure? Over 95% of Internet users in New Zealand have Flash. It’s really very useful for watching great clips like this Whitcoulls ad.
Why Change?
Research showed finding the right product was more important than price. We needed to shift from marketing product and price to engaging customers with the real everyday moments Whitcoulls' products create in their lives.
What Changed?
After only three weeks of the new marketing campaign our ads were rated New Zealand's second favourite by a TNS Research panel of 1,000+ people, retaining the No.2 spot while the campaign was on-air.
Eight weeks after launch Whitcoulls’ attitudinal equity had increased by 11%, the fastest and biggest positive impact ever recorded by Synovate Research. “Used most often/my brand” was up by 20%, with unprompted awareness up by 12%. Most importantly, the business emphasis on margin rather than discounting was achieved.