In 2015 Jim Beam executed a highly effective campaign in Australia where consumers had the opportunity to personalise their own bottle of the world’s number one bourbon. Following the campaign’s unprecedented success, Jim Beam looked to roll out the concept here in New Zealand.
In 2016 Copper was awarded the brief to manage and implement the ‘Crafted Longer Kiosk’ campaign in over 100 of the top performing liquor stores across the country, from Cape Reinga to Invercargill.
A handful of ‘Crafter Longer Kiosks’ were strategically moved around the country where they were met by a member of the Jim Beam promotional team. The team was cast from Copper’s elite pool of New Zealand talent. In provincial or remote locations where Copper didn’t have talent located, we would travel teams in, or carry out local casting sessions, extending our already extensive database.
The promotional team would set up the ‘Crafted Longer Kiosks’ and invite Kiwi consumers to print their nickname on a bottle of Jim Beam. This was achieved using cutting edge digital printing technology and managed by the promotional team on site.
108 activations were rolled out across an 11-week campaign timeline with stores experiencing huge volumes of sales. One store sold 152 Bottles in ONE three-hour activation, that’s one almost every minute.
Copper’s responsibilities in managing the campaign extended to all store booking and liaison, client and product management, inter-agency collaboration, talent management, on site real-time reporting and wider campaign reporting.
The ‘Crafter Longer Kiosk’ in store activations were supported by an always on digital layer and bespoke social strategy developed by Motion Sickness.
The campaign smashed all forecast targets and as a result, a second phase was rolled out the following quarter.
In 2016 Copper was engaged by Samsung to bring to life a major 360° video activation introducing New Zealand to the Samsung GS7 handset, Gear VR headset and 360° camera technology.
One again collaborating with industry leaders Augusto, Copper was briefed to deliver an authentic sailing experience that would complement Augusto’s pioneering 360° content, played out through Gear VR headsets.
Copper teamed up with long time partners Rollercoaster to design a series of sailing modules transforming the video content into a true and physical experience.
The boat module came equipped with three-stage tensioned racing ropes working in with over 45 degrees of seat-tilt which enabled users to lean right back and race with the crew. A powered fan was also integrated to help export users out into the elements.
Copper designed and produced activations in Auckland and Christchurch at varying locations from retail environments, through to New Zealand’s busiest shopping malls and culminating at a week-long installation on lower Queen Street in Auckland’s central business district.
To increase exposure and document the experience, Copper teamed up with SmileDealers and developed an android photo sharing app, enabling consumers to share the image directly within their Facebook communities.
Vodafone engaged Copper to concept and deliver a world first Fantastic Fridays’ half time activation, for the Vodafone Warriors game at New Plymouth’s Yarrow Stadium on the 21st May 2016.
The VodaDrone was born out of a desire to leverage the excitement around Drones at a global level and celebrate Vodafone’s alignment with innovation and pioneering technology.
Copper collaborated with a leading New Zealand Drone pilot and engineer to create a custom built drone. Using cutting edge Drone technology, the VodaDrone would fly around the stadium and fire ‘Fantastic Fridays’ prizes from a bespoke canon system mounted to the Drone, into the awaiting hands of excited fans.
The VodaDrone was concealed in a large branded Vodafone box and rolled onto the pitch at half time. Introduced by the MC, the sides of the box dropped to reveal the Drone, which slowly took off, accompanied by a suitably epic soundtrack. The atmosphere was electric, anticipation grew and the crowd went wild when the VodaDrone began to fire out prizes.
Fixed to the Drone were HD cameras feeding a live stream of footage to the large LED stadium screens, enabling fans to see themselves reacting as the VodaDrone approached.
Copper collaborated with Augusto to bring to life New Zealand’s first 360° Live Experience at the 2016 Auckland City Limits festival.
Augusto positioned 360° cameras on the two main stages at the festival. The footage was stitched together in real time and streamed direct to Gear VR headsets powered by GS7 handsets, accompanied by a live audio feed. Consumers could literally be on stage with their favourite artists in this epic NZ first.
Copper designed and managed the event execution and full consumer experience. A large inflatable Samsung Cube was erected and given prime position on the festival site. The bold white Cube made a statement during the day and LED lights within the structure emitted an impactful blue glow as the festival transitioned into night.
Futuristic LED blue lit plinths held the Gear VR headsets, each one embellished with a silicon Mohawk, Ziggy Stardust lightening strike or ‘Kanye’ glasses.
A 10 meter long Samsung branded image of a mosh pit dominated the far wall, creating a backdrop for social content. Music fans were invited to post selfies, tagging with #GS7JoinTheBand, for the chance to win a GS7 device.
Copper Brand Ambassadors managed the activation, ensuring every consumer had a premium Samsung experience, while processing the highest numbers of people possible.
Local NZ band The Naked and Famous tried out the experience, which was covered by New Zealand's leading news broadcast. The activation enjoyed extensive national and local press coverage. Long queues formed before opening and were evident for the remainder of the day.
The Vodafone Warriors were giving mums a free ticket to the match preceding Mother’s Day. Creative partners True wanted to build on the notion that Vodafone celebrates mums by rewarding a handful of lucky ladies with some very special prizes.
Copper delivered an at-game activation that saw 20 mums receive smartphones, one a TV, one a trip to the grand final in Sydney – and one very lucky mum received the experience of a lifetime…
Vodafone Warriors fan Jan Collins opened a giant parcel on the pitch to reveal her son Sam, who we had secretly flown home from months of intrepid travelling in Nicaragua. The emotional reunion resonated with the entire stadium and inherently celebrated the Vodafone ‘Stay Connected’ brand messaging.
The content was pushed out across the social media platforms of Vodafone and the Vodafone Warriors, complemented by a 360-degree stadium photograph, allowing fans who attended the game to tag themselves on Facebook and share the experience to win prizes.
This summer Copper was engaged to execute a strategic trial campaign delivering C.C. & Dry into the hands of New Zealanders.
Our challenge was to connect with the target demographic at context relevant occasions, presenting C.C & Dry in an irreverent and engaging way.
A highly targeted location strategy, coupled with a flexible approach, allowed us to be agile, scaling up or down to secure a presence at a wide variety of events and locations across the country; from R&V in Gisborne, to offices in Wellington’s C.B.D, this summer C.C. & Dry was everywhere.
- C.C. owned the main bar at New Zealand’s largest festival R&V.
- Partnerships negotiated with catering companies saw C.C. attend Christmas parties and corporate events.
- C.C. shouted companies after work office drinks in Auckland and Wellington’s C.B.D.
- Holiday goers at New Zealand Millennial host spots, such as Taupo and Whangamata, were surprised and delighted when they arrived to find complimentary chilled C.C. & Dry waiting at their accommodation.
- Post match drinks were on C.C. as we took our travelling C.C. bar to both urban and rural sports clubs.
- C.C. hosted thousands at the Takapuna Summer Days festival, where punters parked up in the C.C. area, trialing product and participating in C.C. table tennis and beach volleyball tournaments.
All partnerships, locations and events were determined for being appropriate usage occasions and rich in the target demographic.
The creative heroed C.C.’s ‘Over beer?’ messaging. Where space allowed, consumers were required to physically pass through a freestanding branded doorway, symbolically representing they were ‘Over beer’.
A visually impactful custom kit honouring C.C.’s premium brand values was designed and built. Durability, mobility and functionality were all factors that informed the brief and translated through to the final product.
Brand Ambassador uniforms beared irreverent on brand messaging, complimented by risqué stickers that continued the conversation. Strategic premium giveaways included: CC visors, CC sunglasses and CC sweatbands. The stickers and giveaways both amplified C.C. branding throughout events and drove social interaction and content opportunities with event consumers.
The campaign was effective in positioning C.C. & Dry as a refreshing alternative to beer, for recruiting new drinkers from the target demographic and firmly embedding C.C. & Dry into their drinks repertoire.
Copper was invited to concept, design and build My Food Bag’s stand at this year’s Auckland Food Show.
Our brief was to create visibility and drive awareness for My Food Bag; generating consumer swell for the brand, converting to sign ups and Cook Book sales.
The stand needed to cut through the crowded environment and capture the attention of consumers, communicating the My Food Bag proposition in a very short amount of time.
Our creative approach was to ‘celebrate the end result’. We designed a homely and welcoming kitchen, where people could enjoy a delicious My Food Bag corn fritter sample, while chatting to friendly staff and learning more about the service.
Theming elements were strategically chosen to represent the product, including fresh fruit and produce, potted fresh herbs, kitchen utensils and pantry staples. The My Food Bag cart was leveraged to display the growing Cook Book collection.
A large counter formed the heart of the stand, providing a functional surface from which to serve samples, make transactions and around which to lean and engage with consumers.
The stand was a triumph, processing a large volume of people, getting out thousands of samples and achieving a high number of sign ups.
Copper will be replicating the successful execution at Taste of Auckland in November 2016.
Copper proudly supports Melanoma New Zealand.
Melanoma New Zealand tasked Copper with creating an iconic fundraiser – something so special and memorable that it would become a sought-after event on the busy charity circuit for years to come, as well as raising much-needed money for the cause.
We decided on a theme of “Celebrating the best of New Zealand” and invited 80 high-profile guests to an exclusive evening at the spectacular home of John and Rose Dunn. Anticipation was high and tickets sold out four weeks prior to the event.
The evening was hosted by Josh Emett, a Michelin-starred chef and MasterChef judge, who is also a passionate Ambassador for Melanoma New Zealand. Accompanied by a soundtrack of homegrown live music, Josh took guests on a gastronomical tour of Aotearoa, showcasing the very best of New Zealand’s ingredients and creativity.
From the rugged coastlines to the rolling hills, the snowy mountains to the tumbling streams, New Zealand feeds our hunger and fuels our inspiration; it puts food in our bellies and fire in our imagination.
An auction on the night raised over $80,000, with donated items including a New Zealand hand-crafted diamond necklace, a luxury accommodation package at the five-star Kauri Cliffs lodge in Northland, and a luxury Queenstown weekend package with a BMW ice driving experience. An ice axe signed by Sir Edmund Hillary attracted the highest bid at $25,000.
With Copper Brand Experiences director Megan Clark being a Melanoma New Zealand board member, the Copper team were very invested in this project, handling event design and production, RSVP management, sourcing and management of auction items, and liaison and management of sponsors.
Melanoma New Zealand were delighted with the outcome. “Funds raised through this prestigious event will be used to raise awareness of melanoma amongst the farming and agricultural communities, an area that Josh is very passionate about,” said Linda Flay, CEO of Melanoma New Zealand.
To make a donation to Melanoma New Zealand, please visit www.melanoma.org.nz.
In 2015 Gregg’s invited Copper to concept a campaign idea and strategy that would deliver to a comprehensive brief and ambitious objectives, celebrating the Gregg’s master brand and advocating Gregg’s Fun with Flavour brand proposition.
Our challenge was to drive trial of the Gregg’s product portfolio, leveraging the rich brand heritage and Fun with Flavour message, to generate brand love.
Gregg’s has been a part of the New Zealand fabric since 1861. It is a brand that holds a nostalgic place in Kiwi’s hearts. We wanted to harness those feelings of fondness and familiarity to drive action. Our mission was to physically place Gregg’s in Kiwi’s households and ignite authentic consumer conversations around both the Gregg’s brand and products.
The idea needed to be sustained across a large part of a year and be a platform from which to communicate consumer promotions, trade promotions, hero the scheduled Gregg’s NPD launches and play into key seasonal themes and holidays.
Insight told us that when it comes to the kitchen, Kiwi families are stuck in a weekday slump. Though our taste buds are expanding, our spare time is diminishing. Everyone wants to provide a variety of healthy meal solutions for their hungry families, but the stakes are high; when you try new recipes you run the risk of kids not eating and wasting hard earned cash. As a result, consumers fall back on their trusted meal repertoire, cooking the same thing week in, week out.
Gregg’s Fun with Flavour proposition was a rich territory to explore. We saw an opportunity to answer the weekday meal pain point by giving families the tools to get creative in the kitchen and bring them together to have fun at the dinner table.
Our big idea: Gregg’s Box of Flavour.
Gregg’s Box of Flavour was a physical box that was delivered to Kiwi households across the country. The box contained an assortment of ‘Flavours’ and ‘Fun’. The box encouraged families to experiment and spend time together in the kitchen and at the dinner table while driving trial of products from across the Gregg’s portfolio.
Each month, 500 winners were randomly drawn by lottery and a Gregg’s Box of Flavour was delivered directly to their front door.
Each Gregg’s Box of Flavour contained:
· Multiple Gregg’s products
· 2 - 3 Gregg’s recipes
· Gregg’s product catalogue
· $1 off Gregg’s coupon
· A social media Call to Action, inviting consumers to take a picture of their household enjoying the Box of Flavour and post it to Facebook using the appointed hashtag.
· Fun elements
· Complimenting products from partnering brands.
The campaign was primarily promoted through digital media, supported by key influencer partnerships.
At the time of closing the Box of Flavour promotion the registrations almost quadrupled our KPI. The Gregg’s Box of Flavour community was incredibly active and the vast amount of user content generated exceeded expectations.
Agency credits:
Lead creative and production agency: Copper Brand Experiences.
Digital and social media agency: Us&Co
Media: FCB
Copper was asked to bring the Vodafone Rhythm and Vines (R&V) and Rhythm and Alps (R&A) partnership to life in a way that directly connected with the target youth demographic, while celebrating the Vodafone brand proposition, ‘Do your music thing better’.
Instead of messaging at youth, we decided to let them do the talking. Our insight revealed social media explodes with conversations in the lead up to R&V + R&A, peaking just before the main events. We wanted to harness these conversations to promote Vodafone’s brand proposition and drive advocacy amongst the target audience.
We created an above-the-line campaign that promoted the use of hashtag #believethebuzz (#BTB) and invited fans to tell us, ‘How do you do your festival thing better?’ A #BTB Facebook competition encouraged people to upload their favourite festival message using the appointed hashtag in order to win tickets to the event, along with Vodafone merch and festival swag. Content from Twitter and Instagram was aggregated onto Facebook, showing the buzz build in real time.
Submitted messages were curated and published as a user-generated Festival Guide, complemented by a Festival Survival Pack, all designed to help attendees ‘do your festival thing better’.
Winners’ #BTB messages were given mass exposure, pushed out through Vodafone platforms, digital banners and via New Zealand’s primary digital billboard located on Auckland’s busiest street.
A People’s Choice Award gave youth the opportunity to vote for the submission they believed worthy of the ultimate VIP Festival experience.
We created the #BTB ‘Buzzbooth’ and took it on a road trip – in convoy with the many festival-goers driving from Auckland to the events – before parking up on-site at the Vodafone VIP Vintage Club. Festival-goers and festival performers used it to record why they love the festival and their tips for how to ‘do your festival thing better’. Content was shared directly to their Facebook pages, with the best ones (post moderation!) going live to Vodafone New Zealand.
For the second year running, Copper was tasked with leveraging Jetstar’s sponsorship of the Hilux New Zealand Rural Games (NZRG). Working closely with the NZRG team, Copper led all comms and managed the process from initial sponsor meetings through to activating live on site.
The Jetstar Kids ‘n Country area returned in 2016 offering kids and parents the opportunity to experience our nation’s rural heritage. Live crosses, merchandise giveaways and a jam-packed programme of games and events, saw record numbers through the area and thousands of families joining the fun.
To celebrate its sponsorship of the Hilux New Zealand Rural Games and give Kiwi kids an opportunity to experience their country, Jetstar ran a nation-wide competition with the Herald on Sunday looking for a well deserving school to send to Queenstown.
Orere Primary School was the lucky winner and Copper had the distinct pleasure of curating the students’ Queenstown experience and sharing it with the wider New Zealand public.
Dynamic social posts anchored around the schools excitement were released in the lead up to the NZRG. During the weekend of the games posts were published showcasing the students and the general public interacting with the Jetstar Kids ‘n Country area. The social campaign culminated in a compelling piece of video content, documenting the kids’ unforgettable weekend. The video content was well received by the general public, generating positive comments and over 94K views and counting.
Samsung engaged Copper to design and execute an ‘unpacked’ media event to launch the new Samsung GS7 in New Zealand.
The event needed to engage New Zealand's media, generate excitement around the new handset, demonstrate the products key features and deliver a premium and highly personalised brand experience for each guest.
Mantells on the Water was the chosen venue, a foretelling reference to the handset’s waterproof feature. Four different stations were designed to show off the GS7 core functionalities and complimentary accessories. After a short introduction guests were divided into small groups and personally escorted around each station.
A colab with revered photographer Emma Smales saw Emma take a series of images using the GS7, with the brief to demonstrate the low light camera feature and superior auto-focus engineered for shooting fast moving objects.
The images were displayed at the event and Emma was on hand to talk to guests about her GS7 experience. A diorama completed the photography station; people were encouraged to take a picture through the peep hole, revealing a hidden message, exposed using the GS7 low light camera.
The waterproof feature was brought to life by positioning the phones in a large aquarium filled with water. The phones played dynamic looping content and guests were required to submerge their hands in order to extract the GS7 for closer inspection.
Two Samsung Smart Tables displayed the GS7, Gear S2, Gear Fit 2, Gear VR, Wireless Music Player and Wireless charging accessories.
The final station heroed the Samsung 360° camera which was positioned on a tripod inside a cylindrical rig. Guests were invited to walk around the rig and then view themselves in 360° using the Gear VR headset powered by the GS7.
The event was huge success, generating extensive media coverage and positive sentiment towards the Samsung GS7 product.
Copper was engaged this summer to activate the F. Whitlock & Sons ‘Moving Feast’ pop up container, across a variety of events at Auckland’s Silo Park.
Collaborating with New Zealand PR agency Poetry in Motion, our brief was to create consumer swell for the F. Whitlock & Sons (Whitlock's) brand, get people trialling and talking about the portfolio of Whitlock’s products, ultimately creating brand advocates and driving purchase.
Copper engaged Auckland caterers Little Wolf to design a mouth-watering menu demonstrating a wide variety of Whitlock’s product uses and the ease with which consumers can create meals.
A BBQ menu of Sticky Ribs, Chicken Satay Skewers and Spanish Killer Chicken Skewers was complimented by a Refreshing Cucumber Salad. Consumers were invited to construct their own Cheeseboard, choosing from the range of Whitlock’s relishes and chutneys. Families walked away with Whitlock’s branded table cloths and coloured pencils, devised to entertain children and amplify the Whitlock brand presence throughout the park.
Copper pulled together a fantastic team of Brand Ambassadors calling on the foodies within our talent database and extending the search to aspiring chefs, by partnering with Auckland’s leading culinary institutes. An intensive casting session attended by the Whitlock’s brand team and Poetry in Motion, determined the final crew, who then underwent rigorous training.
The Whitlock's team performed exceptionally well each day, finding the perfect balance between processing high numbers and having meaningful interactions with every customer.
The activation was a huge success achieving a large volume of sales and generating positive sentiment towards the F. Whitlock & Sons brand.
Copper was invited to stage an activation that would emotionally engage the general public and recruit them to join the fight against seabed mining. The objective was to communicate the effects of seabed mining and generate signatures for the Kiwis Against Seabed Mining (KASM) petition.
We decided to tell the emotional story of seabed mining using the medium that it affects. On a beautiful warm Easter Saturday, we took over Piha beach and used local sand to create an enormous dead Maui dolphin, surrounded by washed-up dead snapper.
A team of sand sculptors wrote the appointed hashtag #mineorours in the sand before beginning work on the main mammal and surrounding fish.
The activity caught the attention of all passersby, encouraging many rich interactions throughout the afternoon, with members of the public asking questions and voicing support. A time-lapse sequence was generated, documenting the sculptures coming to life, supported by evocative photographs, which were seeded out to press.
Using a beautiful medium to confront people with the negative and gruesome impact of seabed mining evoked an emotional response from consumers, driving dialogue and resulting in hundreds of petition signatures.
In 2015 Copper was engaged by Beam Suntory to deliver a major on premise sampling campaign, trialling key products from across its diverse portfolio.
Copper managed all aspects of the campaign and was responsible for the roll out across New Zealand, including: store booking and communication, talent booking, training and management, and comprehensive campaign reporting.
During the nine-month campaign, Copper Brand Ambassadors set up in 213 stores throughout the Auckland, Wellington and Christchurch regions. This was one of the largest sampling campaigns Copper has ever delivered. Each month we focused on a different brand, including: Devil’s Cut Whisky, Stolen Rum, Midori, Frangelico, Ristretto, Cockburn’s, Kakubin, Aperol and Canadian Club.
The campaign exceeded expectations delivering upwards of 9000 samples, with an impressive average conversion rate.
Lush Fresh Handmade Cosmetics engaged Copper to produce their Christmas Collection Showcase, introducing nearly 90 new products to New Zealand’s most influential beauty and lifestyle media.
Bloggers, vloggers, and traditional media were invited to attend the Lush Bizarre at the infamous Roxy in Auckland’s hip Imperial Building on September 1, 2015. Here they would learn about the upcoming products by participating in an immersive sensory experience.
Taking inspiration from the ethos of the Lush brand and its pioneering provocative marketing campaigns, the event needed to have an environmentally friendly footprint and clearly communicate the link between nature and Lush.
The Lush Bizarre saw guests walk through a corridor of brightly coloured, sparkling products which gave way to a triple-height ceiling laced with magical drop lights and supported by walls sprouting greenery.
The evening opened with a mesmerizing performance by aerial artist Aracnation, who descended from bright pink silks flowing from the ceiling.
Fresh flowers and foliage were used to dress the room, complemented by the same fresh fruit and nuts as found in certain Lush products. Powerful artwork from Lush campaigns adorned the walls, creating focal points and sparking conversation.
The room layout was structured around three recycled rimu tables which displayed the new Lush creations. Tables were manned by passionate and knowledgeable Lush staff, on hand to share information and give interactive demonstrations.
Guests were offered custom-designed cherry cocktails on arrival, in addition to premium vegan wine and beer. Celebrated British chef James Pask created a tailored menu and media also enjoyed raw, sugar-free sweet treats inspired by the Lush products on display.
Copper was invited to bring to life the Puhoi Valley stand at this year’s Taste of Auckland. Our challenge was to celebrate the range of Puhoi Valley products, delivering large volumes of samples, while ensuring every consumer had an engaging brand experience.
Inspired by Puhoi Valley’s proposition of providing New Zealanders with locally made quality products, our stand payed homage to old fashioned, family run, neighbourhood shops. Staying true to the Puhoi Valley branding, we injected a contemporary design twist and made playful references to the brands dairy heritage.
In parallel to presenting an aesthetically pleasing stand and creating a convivial atmosphere, our focus centred on the efficiency of the stand. Effectively processing large numbers of people, delivering on samples and driving sales was paramount. Strategic queue management and the addition of an extra sales station kept traffic flowing. Copper brand ambassadors, Puhoi experts and volunteers attended intensive group-training sessions, meaning all consumers had meaningful engagements on site with staff that were able to authentically and passionately discuss the products.
To add another layer to the consumer experience we devised a series of engagement mechanics including a ‘Cheese Pop Quiz’, conceived to introduce consumers to the Puhoi Valley cheese varieties and get them thinking about the flavour profiles. A yoghurt promotion saw consumers propose what Flavour combination they would like to see brought to market as a limited edition Puhoi Valley range.
To amplify the footprint of the Taste activation and drive social engagement, we partnered with SmileDealers and ran a photo mechanic, documenting consumers Puhoi Valley Taste experience and sharing it through Facebook with a wider audience.
justONE engaged Copper to stage a series of community events for Genesis Energy. The events were designed to give customers the opportunity to interact with Genesis Energy, celebrate the Genesis Energy brand proposition ‘The energy behind New Zealand’ and showcase the role that Genesis Energy plays in the local community.
New Zealand Entrepreneur Guy Ryan spoke at each of the events, sharing his inspirational story, achievements and vision for the future. His address was well received by audiences and seamlessly aligned with the Genesis Energy ‘Energy behind New Zealand’ campaign, which was live in market at the time and referenced throughout the evening.
Copper managed all components of the events from researching and booking venues and speakers, liaising with key stakeholders, event design and execution, through to supplying and training Brand Ambassadors.
The venues chosen, the theming and the customer journey we designed, reflected the Genesis Energy brand. The events felt friendly, casual and intimate, and were conducive to delivering the desired result: driving engaging conversations between Genesis Energy and its customers.
We were asked to activate the Jetstar Kids ‘n Country area at the Hilux New Zealand Rural Games (NZRG) and generate PR around Jetstar’s sponsorship of the event.
The most effective way of communicating the Jetstar NZRG partnership with the wider NZ and Australian public was through compelling content. This presented an opportunity to give deserving children an awesome experience and share the event through their eyes.
20 lucky students were chosen from Finlayson Park School in South Auckland and sent on an all-expenses-paid trip of a lifetime. Over three days they enjoyed a jam-packed itinerary anchored around the New Zealand Rural Games and activities happening in the Jetstar Kids ‘n Country Area. The children’s journey was documented and shared as social posts throughout the weekend, culminating in a short video distributed via Facebook and as additional in-flight content.
Copper worked with the NZRG to bring to life the Jetstar Kids ‘n Country area through branding, radio coverage, a high-profile MC, merchandise giveaways, activities and an exceptional program of games that celebrated New Zealand’s rural heritage and had all family members wanting to join in.
adidas Originals asked us to leverage its Rhythm & Vines Cellar Stage sponsorship. Our insight told us the journey to R&V is as much a part of the experience as the event itself so we saw an opportunity to connect with the target demographic before they even arrived at the festival.
The iconic adidas Originals VW Kombi campervan was put into action and staffed with four dynamic characters, ready to engage with Millennials along the well-traversed path from Auckland to Gisborne.
The adidas Originals Kombi locations were promoted via Facebook, ensuring heavy footfall at all pit stops. Millennials were tasked with participating in simple, fun challenges in order to win exclusive adidas swag. The challenges were designed to promote the adidas Original’s brand proposition, celebrate creativity and reward fans.
In Gisborne, the Kombi targeted campsites during the day, before parking up at the adidas Originals Cellar Stage at night. The exclusive VIP area, constructed around the Kombi, offered free drinks, great views and a super cool environment. It also gave fans the opportunity to meet the festival music talent, who were frequently found hanging out there, as captivated as everyone else by the buzzing environment.
Copper worked with Pernod Ricard to create the Stoneleigh Latitude pop-up bar at the Volvo Ocean Race Village and bring to life the Stoneleigh Latitude experience.
Within the bustling and colourful setting of the Race Village we produced a serene oasis where our target market could enjoy a premium glass-in-hand experience.
The environment was designed to celebrate Stoneleigh’s affinity with nature, while honouring the Stoneleigh Latitude premium brand proposition. Plants, stones and natural woods were the design heroes, juxtoposed with functional, industrial design components. The space was anchored around the Stoneleigh container bar, reclad in a specialist wood, chosen for its rich dark colour and unusual grain with illuminating gold properties. Uniforms, lighting and soft furnishings all married form and function, carefully chosen to last the 3-week duration of the event while still honouring the premium brand values.
Jetstar was launching a new environmental initiative to use carbon offsets from the Ngati Awa Heritage Estate for its domestic operations in New Zealand. The initiative would contribute to a cleaner atmosphere and better world for everyone. To celebrate we bought a slice of the Ngati Awa Heritage Estate – located on a remote coastline of the Bay of Plenty – to New Zealand’s busiest street.
Aucklanders awoke one morning to discover a pop-up forest had grown overnight. The immersive experience in Auckland’s CBD saw consumers explore the forest, inspect the native plants, and enjoy a moment of respite while losing themselves in a soundtrack of native birdsong.
Each visitor was given an orange star made from 100% biodegradable paper, embedded with native New Zealand cabbage tree seeds. By planting the star, consumers were able to personally contribute to improving the environment, plus the growing seedlings continue to provide an ongoing reminder of the Jetstar initiative. The Herald on Sunday newspaper gave away the same stars to their readership.
The activation was supported by the strategic use of Jetstar’s social media channels. The introduction of a bespoke hash tag allowed Jetstar to curate conversations, which continued long after the event.
Copper was briefed by Vodafone to leverage the Vodafone Warriors sponsorship and demonstrate how Vodafone empowers customers to be more confidently connected.
Our solution was to connect the entire Westpac stadium through a singular action: we invited consumers to play in New Zealand’s largest ever Air Guitar band.
The call to action promo, featuring Vodafone Warriors star player Kevin Locke and the iconic Mt Smart Joker, was released via the Vodafone Warriors and Vodafone social channels prior to the match. Fans could vote for their favourite ‘Air Guitar’ song in the hope of seeing it played live at the game. Player meet-and-greets at Vodafone stores, supported by street team ticket giveaways and a corporate box competition in conjunction with a leading national radio station, all built hype in the lead-up to the main event.
On the day, legendary Shihad guitarist Jon Toogood was recruited to lead the 26,000 match attendees in an Air Guitar rock anthem at half time. During the gig a 360-degree stadium photograph was taken, allowing rockers to tag themselves on Facebook and share the experience to win prizes.
Auckland city is the vibrant and thriving metropolis it is today because of the people. Our goal was to design an activation that explored and celebrated the diverse city of Auckland and the people who call it their home. The activation needed to be accessible to everyone, with a particular focus on families.
We invited the general public to the ASB Super Cube to create a giant artwork commemorating Auckland's 175th birthday. Visitors were encouraged to draw or write their sentiments about our great city on coloured stickers, which were then strategically placed onto a large grid. Over the course of the weekend the 8m x 3.25m image filled with colour, spelling out a birthday message to Auckland, created by the people.
Time-lapse photography documented the weekend’s efforts and a short film was pushed out via ASB’s social channels on completion. Contributors were directed to ASB’s Facebook page where they could explore the artwork. The original art work remains on view at ASB’s North Wharf HQ.
Vodafone Warriors fans went wild when Copper ran their widely acclaimed ‘Vodafone Warriors Superfan Stand’ – a pitch-side environment where VIPs could enjoy a hosted game experience delivered through Vodafone’s impeccable customer service.
The following NRL season, Vodafone challenged Copper to amplify this concept. They wanted an integrated campaign that lived beyond match days, captivating fans for the whole season, while inherently celebrating Vodafone’s brand proposition of ‘Do your thing better with Vodafone’.
Copper’s answer was the Vodafone Warriors Superfan Season. Launching with a nationwide contest inviting Vodafone customers to put themselves forward as New Zealand’s biggest Warriors fan. A digital and social campaign leveraging Vodafone platforms, supported by paid media and a radio partnership, informed Kiwi’s of the competition. From the thousands of collated entries, an esteemed panel - made up of Vodafone Warriors players and Vodafone execs – determined a winner.
The winner made a grand appearance at the Vodafone Warriors first match and kicked of the season’s forthcoming Superfan competition. At each proceeding match the cameras zoomed in on an animated fan in the stadium and crowned them a Vodafone Warriors’ Superfan. They won a brand new handset and the money can’t buy experience of participating in the guard of honour at half time.
Once 11 Vodafone Warriors Superfans had been crowned, nearing the end of the season, the ball was kicked into their half. Finalists were responsible for launching their own grass roots marketing campaign; creating content, promoting themselves and driving votes. Copper Brand Experiences created a Facebook APP which was given to all finalists and could be used to raise awareness and harness votes. A groundswell movement ensued, gathering momentum until it swept the entire nation. Thousands of people voted. Social platforms were buzzing with support for the shortlisted protagonists. The competition was picked up by National press and benefited from broadcast coverage on one of the country’s leading networks.
At the final match of the season the two Superfans with the most votes were announced and brought onto the pitch at half time where the packed out home stadium gave them a hero’s welcome. Vodafone Warriors fans had the final say, holding up coloured try signs to determine the Winner.
Ladies and gentlemen, meet the Mount Smart Joker!
Copper was invited to produce the experiential component of the Stoneleigh Wonder of Nature campaign, led by Ogilvy. Our brief was to engage consumers and increase consideration and preference by driving trial and leveraging the brand’s affinity with nature.
The ‘Wonder of Nature’ was a 10-day multi-sensory event on Auckland’s waterfront. It offered the target demographic a sanctuary to escape their busy daily lives and enjoy the portfolio of Stoneleigh wines, in an environment inherently linked to the brand’s heritage.
Evolving the original concept from a pop-up bar, the ‘Wonder of Nature’ grew to become a richer experience, where guests could attend a strategically curated program of events celebrating nature. These ranged from terrarium demonstrations to insightful talks by New Zealand’s leading landscape architects.
As part of the wider above-the-line campaign, consumers were invited to download an app and take an image of nature to be in to win an all-expenses-paid trip to the vineyard. At the event we aggregated the Facebook feed and presented the images within bespoke frames, driving conversation and encouraging further social reach.
Copper was engaged to create impactful branding for Auckland’s 175th Anniversary celebrations, signposting the trail from ASB North Wharf to Quay Street.
To cut through the crowded landscape, already saturated with messaging, we decided to create a bespoke art installation anchored around ASB’s signature colour – yellow.
Copper commissioned Auckland-based artist Angus Muir to design and produce a piece of work that inherently celebrated ASB and added another interactive component to the weekend’s festivities.
40 giant yellow spheres were placed along the Auckland waterfront. Each sphere was fastened to a custom-built ASB branded stand, which either featured a logo or a fun fact about ASB’s history, promoting their deep-rooted connection to the city of Auckland. A ‘Kids Quiz’ was designed to create a fun journey for our youngest visitors: children could take an entry form with them, locating the answers as they walked, for a chance to win one of four $100 bank accounts.
The Vodafone Warriors were playing for the first time in Wellington and Vodafone wanted to use the event to promote their brand proposition, ‘Power to you’.
We researched sports psychology and how fans have the power to determine the outcome of a game. To help the Vodafone Warriors achieve a win, we wanted to explore a way of harnessing the positive power of fans while celebrating the Vodafone brand proposition. It was somewhat fortuitous that during the strategic planning stage we unearthed a sports psychology gem: over the last 100 years, teams wearing red (Vodafone’s identity colour) have been more successful than teams wearing any other colour.
At the first Wellington Vodafone Warriors game, Vodafone painted the entire stadium red and used the fans to power the team to victory. Every fan in the stadium received a Vodafone-branded red card, which they were instructed to use throughout the match to show support, drive players over the line and celebrate triumph. The effect was filmed via helicopter and broadcast in real time back to the fans in the stadium.
The activation was supported by a promotional above-the-line campaign, including billboards, public projections and radio, all building hype around the Vodafone Warriors arriving in Wellington.
Boundary Road Brewery engaged Copper to help launch its new Thomas Edison Light Beer to market. At the same time, Boundary Road Brewery wanted to highlight other key craft beers from its portfolio.
Our challenge was to drive awareness and convert to sales using a limited budget. The solution: a Boundary Road Brewery tasting campaign rolled out in supermarkets across the country.
Strategic locations in five different cities were identified and Copper led all store bookings and liaison. A premium portable stand was commissioned and built, adhering to precise specs and functionality. The black stand featured the Boundary Road Brewery logo in alluring reflective gold, complemented by large images of Thomas Edison product on either side. All five Boundary Road Brewery products were heroed on top of the stand and displayed in the preferred order of sampling.
The stands were cleverly designed to be transported and erected by a sole individual, allowing us to keep costs right down and work the client’s budget harder. The functionality of the inbuilt wheels afforded us flexibility to seek out and secure the best position at each location, benefiting from wide visibility and high footfall.
Copper’s approachable, articulate and charismatic brand ambassadors represented Boundary Road Brewery in store, sharing the key brand messaging, educating consumers on the variance between products and converting to purchase.
5,771 samples were distributed over 73 activations across New Zealand, resulting in an average of over one-and-a-half minutes of brand engagement per person and netting a phenomonal 15% conversion rate.
To celebrate the launch of the Samsung Galaxy Note 4, we staged an exclusive event to introduce New Zealand’s key influencers, style leaders and tech media to this pioneering device.
Guests enjoyed a formal reception where insights and key product information were presented before the highly anticipated reveal of multiple stations, all designed to showcase the features and innovative technology of the Samsung Galaxy Note 4.
To demonstrate the new S Pen functionality guests were invited to have their handwriting analyzed by New Zealand's only certified graphologist. The panoramic camera feature was promoted by encouraging guests to take selfies in front of a striking image of Mt Cook and sharing them in real time via their personal social networks. There were also ‘pick up and play’ tables, allowing guests to explore the devices on their own terms, and a gaming den where guests could try the ground-breaking Gear VR technology, powered by the Samsung Galaxy Note 4.
To celebrate its sponsorship of the Royal New Zealand Ballet production of A Midsummer Night’s Dream, Vodafone was hosting important guests for pre theatre drinks in Wellington, Christchurch and Auckland. Copper was invited to bring each location to life and give guests a memorable experience that would act as a seamless segue into the highly anticipated ballet.
Inspired by the magic and merriment of the woodland in Shakespeare's masterpiece, we endeavoured to create a piece of the ‘woods’ ourselves. A tunnel of trees led guests into a ‘clearing’, the perimeter of which was defined by trees, interspersed with large costume drawings by revered costume designer Tracy Grant-Lord. The central feature was a grand tree installation laced with fresh flowers and fairy lights, surrounded by candles. Paying homage to the clear mid-summer night sky, the evening unfolded under the soft glow of a large full moon, which took pride of place above the speakers’ podium.
Enchanting folk music infused the air, low lighting was enhanced by the ambience of flickering candles, and warm spotlights highlighted the foliage and artwork. The theme was carried through into the menu with earthy mushrooms, opulent beetroot and sprigs of rosemary all making an appearance, while the champagne included the addition of rich summer fruits.
To give guests a memorable keepsake of the evening, a photographer took portraits in front of a bespoke woods backdrop. During the first half of the ballet performance the photographs were retouched, printed out and enclosed in Vodafone-branded frames. During intermission the striking portraits were given out to delighted guests.
Copper was asked us to enhance the 2014 Santa’s Bach experience and bring to life the ASB brand proposition, Succeed On.
The solution was Elf Training, a joyful family experience that established the Kiwi Christmas narrative and mitigated the queue issues experienced the previous year.
Brand ambassadors offered parents a valet pram-parking service on arrival, freeing them up so they could enjoy the fully immersive family experience. As families entered the Bach, a friendly elf set the scene, explaining that Santa needed some help and was busy recuiting. Families could become elves by filling in their Elf Applications and determining their Elf Names. They then needed to dress up and pose for their Elf Portrait, which could be shared in real time through Facebook.
Children were encouraged to experience the magic of the Bach with their peers rather than parents, so adults were directed to an ASB ‘Grown Ups’ area. Here they could enjoy a moment of respite, chilling out in the shade with a complimentry drink, before their happy children emerged from the Bach.
Copper was engaged by Independent Liquor to create the Asahi Japanese Beer Garden at Auckland's Japan Day 2015. Due to the outstanding results Copper was invited back in 2016.
We wanted to pay homage to traditional Japanese gardens but injected with the modern personality of the Asahi brand. The result was a bold and vibrant environment that seamlessly fused traditional elements with sleek, futuristic design.
The space was dominated by two large images which ran the entire length of the venue. A night-time cityscape was juxtaposed with a tranquil Japanese garden scene. Reflective, stark white tables and bars, contrasted with black leather seating, softened by the strategic placement of Japanese orchids and foliage. Dynamic, LED-lit Asahi branding was complemented by perfectly placed product to complete the design.
A traditional Japanese “Wishing Wall” offered consumers an opportunity to interact with the space by writing their ‘wish’ on paper, which was then tied to hanging ropes.
The exterior environment explored natural materials, with custom-built wooden bar leaners and Japanese bamboo, and maple plants, breaking up the space. The hero piece was an imposing Asahi-branded aluminium bar – functional and modern, it cleverly married the exterior with the interior.
Copper was engaged to introduce the new Jed’s Bean Bags product to the discerning coffee connoisseur.
With preconceptions around taste and method identified as the biggest barriers to purchase, sampling was determined as the key communication pillar for launch. Our job was to raise awareness, drive trial and ultimately convert consumers.
We devised a targeted location strategy, encompassing key regional markets and delivering a mass reach. Dry sampling at malls was complemented by wet sampling at points of need, such as early morning commuters at railway stations.
Consumer profiling recognized early adopters as a core target market. Partnerships with appropriate suppliers were negotiated, including a nationwide product drop in My Food Bag and office drops at select New Zealand agencies and businesses.
A strategic social media campaign was rolled out, driving awareness of the nationwide sampling campaign and providing a platform for consumers to share their feedback.
When Samsung launched their 2013 TV/AV range, they wanted to celebrate the new products and drive sales through educating and incentivising their New Zealand retail-floor sales managers (FSMs).
Copper masterminded The Samsung Show, a game show parody designed to engage FSMs and impart vital product information in the spirit of Samsung’s brand values. Prior to the nationwide touring event, all managers were given content relating to the show questions, based around the technology and functionality of the new Samsung products.
On arrival, managers were taken ‘behind the scenes’ where they participated in detailed product demonstrations before being called on-stage by the game show host. Teams by store competed to win ‘Samsung Points’ over the course of several rounds. Those knocked out took up position as the ‘live studio audience’, where they enjoyed food and beverages while remaining highly engaged, as questions were frequently thrown out to the floor. Eventually the most well equipped mind was awarded and the winner took home a Samsung Smart TV.
Vodafone is a proud sponsor of the Royal New Zealand Ballet. To celebrate this winter’s national tour of romantic tragedy Giselle, Vodafone engaged Copper to create three exclusive hosting events for its most valued customers in Auckland, Wellington and Christchurch respectively.
From invitations through to the live events, followed by the intermission experience, Copper managed all aspects of creative and production across all touch points.
Referencing Harvest - a theme explored in the ballet - invitations were made from handmade recycled Wildflower seed paper. Guests could ‘plant’ the invitations which were embedded with an enchanting mix of Candytuft, Sweet William Indian Carpet, Wildflower & Livingstone Daisy seeds.
The event art direction was inspired by the autumnal setting of the medieval Rhineland village, in which Giselle’s first Act takes place. Rustic wine barrels, lanterns, gold pumpkins, thousands of fallen silk leaves and a bespoke art instillation, transported guests to Giselle’s world, before they had even taken their seats.
The creative concept infused the catering with canapes representing the autumnal colour palette, earthy textures such as woody Rosemary making an appearance, and loose symbolic references made through the inclusion of ingredients such as figs.
During intermission, guests were surprised and delighted to receive hard copy photographs of their earlier appearance on the red carpet over which they walked to enter the exclusive event.
