Wellington - Saatchi & Saatchi New Zealand's latest "Get What It Takes" campaign for the NZ Army has risen swiftly to become New Zealand's number 1 most viewed branded or sponsor channel on YouTube with over 30,000 views since it was loaded on 5 September.
The integrated recruitment campaign uses TV trailers to drive viewers to a branded YouTube channel to view mini-documentaries and to play a unique ‘Get What It Takes' rifle game.
Major Helen Horn, NZ Army, Director of Recruiting says, "We're excited to be taking such a fresh approach to our communications by initially reaching our audience through TV which leads them to a fully interactive digital experience. Our target audience is able to engage with the Army in a new, exciting ways, giving them a whole window into Army life."
The campaign tells the story of three young, everyday New Zealanders taking on stimulating and difficult challenges. Over the course of two weeks the recruits share their insights as to how the NZ Army equips them with the skills needed to meet the tasks in hand.
Challenges include clearing a minefield to assault an enemy bunker, administering medical treatment to a fallen soldier whilst under enemy fire and sending vital intelligence information via the set-up of a temporary signals unit. All challenges relate to real life Army trades: Medic, Engineer and Communications Systems.
The game invites the user to experience "Get What It Takes" for themselves, simulating a real life rifle range, complete with wind shear, sound effects and a breathing monitor. The game awards achievement badges based on firing accuracy and users can share their marksman score through Facebook, email or by downloading it and pinning it on their wall.
Digital Creative Director Scott Huebscher believes the creativity of the idea is as much about the location of the game on YouTube, as it is about the game itself.
"A game-based YouTube channel is a unique use of the YouTube platform and great way to engage users and bring them to the site to view the documentaries. More importantly, it gives them another reason to share the content once they are there," he says.
Livia Esterhazy, GM, Saatchi & Saatchi, Wellington says, "Our recruitment campaigns are moving towards a much stronger digital focus, reflecting the key change in the way that young people now connect with brands and discover information. An integrated campaign like this allows us to showcase that the Army is indeed a rewarding career choice."
Guillermo Vega, multi-award winning CCO of Saatchi & Saatchi London, is a man in a hurry. His career includes setting up and growing W+K Sao Paulo from 3 to 100 employees in 4 years. He talks about learning to be patient, the Super London way.
Tide 2021 Superbowl spot: Saatchi & Saatchi New York
Publicis Groupe hires Natalie Lam
Daniel Lobatón is the first chief creative to be promoted from within at Saatchi & Saatchi New York.
Launched in 2012, Team One’s The Legacy Lab™ is a thought-leadership platform exploring the dynamics of long-term brand building in a short-term world. The Legacy Lab has researched influential brands including The Bluebird Cafe, It Gets Better Project, Girls Who Code, The Ritz-Carlton Hotel Company, The Championships, Wimbledon and Taylor Guitars among others, and publishes many of its learnings online.…
Saatchi & Saatchi London has hired Guillermo Vega, the former ECD of 72andSunny New York, as its Chief Creative Officer. Joining on October 1, Vega will lead the agency’s creative department and build on its existing creative success. His appointment completes the Saatchi & Saatchi London management team, alongside Sam Hawkey (Chief Operating Officer), Richard Huntington (Chief Strategy Officer) and…
Cannes Lions 2018 saw Saatchi & Saatchi offices around the network pick up a total of 17 awards. The wins were split across Saatchi & Saatchi New York, Saatchi & Saatchi LA, Saatchi & Saatchi New Zealand, Saatchi & Saatchi Germany and F/Nazca Saatchi & Saatchi Brazil. Winning clients were Tide, National Down Syndrome Society, Toyota, Elanco, Sadia and the…
SKS365, a leading international betting company, has chosen Saatchi & Saatchi Italy, led by CEO Simone Masè, to handle the creative account for its sports betting and gaming brand, PlanetWin365.
Today Saatchi & Saatchi announces taking the pledge, and joining Free the Bid as a global network.
Publicis One Croatia today announces the appointment of three award-winning creative talents to Saatchi & Saatchi, promoting growth and creative excellence goals in Croatia and throughout the Adriatic. The three new appointments, who have extensive creative experience, will spearhead a re-energizing process of the agency in Croatia. Appointed are Ivan Tanić, who joins as Creative Director, Nebojša Cvetković as Art…
Saatchi & Saatchi New Zealand has been appointed as Tourism Fiji’s global brand agency of record, following a selection process and creative pitch that began in mid 2017. Saatchi & Saatchi will lead the creation of a revitalised brand platform and global campaign to attract visitors to Fiji from all over the world, focusing on key markets – Australia, New…
Kraft Heinz China recently appointed Saatchi & Saatchi Shanghai as their lead creative agency in China for all Kraft Heinz brand categories. Saatchi & Saatchi Shanghai won this business after a fierce multi-way pitch against other agencies over the past months. Saatchi & Saatchi Shanghai will lead creative services for all brands under the Kraft Heinz China umbrella. This covers…
Saatchi New York’s “It’s a Tide Ad” campaign for Super Bowl LII got the stamp of approval from a group of top advertising creatives today, winning the Super Clio, honoring the game’s best work.
Saatchi & Saatchi London have been named ‘The Best and Bravest Agency on the Planet’ by Contagious Magazine after topping their 2018 Contagious Pioneers agency rankings. The list recognises the top ten agencies round the world who consistently set the standard for creativity, innovation and excellence in marketing. The Contagious Pioneers list is based on an analysis of the Contagious I/O intelligence…
