Case Studies

Case Study - adirun

Adidas was looking for something different to convince customers that they genuinely understood the emotional and physical commitment required to be a runner. In creating adiRun.co.nz - an online portal for runners and an adidas

Case Study - Purina

A sampling campaign to prove to pet owners that the product is superior by actually demonstrating its benefits through a sampling programme called the Purina ONE 30-Day Challenge. This concept is proven overseas but the communication problem has always been how to get participants really engaged and
involved in it.

Case Study - Coruba

The dark rum category had been in sad spirits, showing a gradual decline. And history showed the ineffectiveness of brand advertising to arrest the decline. The campaign aimed to resurrect brand health, spurring higher levels of consumer involvement and leaving a lasting brand impression.

Case Study - Mcdonalds

McDonald's wanted to do something big and different for their height-of-the-holidays summer promotion which ran from 26 December 2002 to 31 January 2003. To attract the important younger market, they developed a text and win competition with Touchpoint, who provided the technology to manage this nationwide campaign. In addition to upselling customers in store, it was McDonald's aim to establish a platform from which to communicate with customers in the future.


Case Study - Smirnoff

Smirnoff chose to deliver a remarkable brand experience that was broadly engaging and seated in digital media. Breaking away from traditional advertising formats, and in keeping with its 'Clearly Original' positioning, Smirnoff used Touchpoint's Interactive Marketing Platform to facilitate a programme of audience participation.

Case Study - Txt2Taste

Txt2taste was created in response to a number of converging trends: the success of the advertorial genre of TV advertising, such as the Family Health Diary; the rise and rise of DM in the FMCG sector, particularly the rapid growth of sampling; and the growing acceptance of mobile phones. Fifty three percent of mobile phone users claim to have responded to a brand promotion using their phones.

Case Study - MTV Nickelodeon

MTV and Nickelodeon operate in an age where young people influence each other as much as the media influences them. Exciting today's savvy audiences is more about being remarkable than advertising exposure. This is where viewer interactivity can be the difference between being lost in the clutter and standing out like SpongeBob SquarePants.

Case Study - Zyban

In 2001, the stop-smoking drug Zyban was relaunched by GSK into the New Zealand market. A key part of relaunching this product was a multi-channel support programme consumers signed up for when starting the medication.


Case Study - Turners

Turners Auctions sells more cars than anyone else in New Zealand. The problem was, people weren't aware of this fact! Turners, Touchpoint and Turners' agency, Brave New World, came together to produce an integrated solution that enabled consumers to make sales-based valuations using sales data from Turners.

Case Study - ARC

With no existing real time delay notification system in place and ongoing rail network upgrades progressing, the ARC identified text messaging as the ideal mechanism to communicate passenger information and help rail commuters better plan their travel.

Case Study - Ballantynes

With digital technology changing the face of consumer communication, Ballantynes knew it was time to break the direct mailing habit. Adopting Touchpoint's Interactive Marketing Platform to launch its first digital Christmas promotion.

Case Study - Mercury Energy Surveys

Following an internal service push with its callcentre staff, Mercury Energy wanted to monitor the results and identify areas of improvement and training opportunities. It was particularly interested in ensuring potential high-value customers had received satisfactory service.


Case Study - Resene

In launching their new colour chart, Resene put a new spin on an old favourite - the voucher. The Smartmove Txt4Info campaign used 25 Smart Cars fully vinyl wrapped in eye catching designs promoting Resene's new colours. The Smart Cars were supported by outdoor media and 100,000 campaign-themed coffee cups.

Case Study - Orcon

New Zealand's fourth-largest ISP, Orcon, was looking for something different. In a retail broadband market saturated with rowdy vendors and similar offerings, Orcon wanted to energise its campaign to switch dialup internet users to broadband.

Case Study - AK@Play

Auckland City Council (ACC) oversees a vast and diverse number of events, exhibitions and venues. From parks, volunteer tree planning, recreational centres, libraries, art galleries, a zoo, international cultural festivals, and teddy bear picnics, Aucklanders have a huge range of leisure options to choose from. To address the gap, ACC created a new brand called 'Ak@Play - 1001 things to do every day', which brought together all of Auckland's leisure options under a single, searchable portal.

Case Study - Smirnoff Half Day Off

New Zealand Wines & Spirits (NZWS) wanted to build on its successful first Smirnoff Half Day Off experiential promotion in 2001. Agency Wow Rapp Collins recommended a slight change to the communications mix to keep up with the target market's continuing shift to SMS communication. However, there was still the same underlying need to continue building brand interaction with the key 18-24 year old market.