Each month Oliver Dietrich comments on, discusses and rates recent marketing campaigns and shares with us exactly what start-ups, new brands, old brands looking to rejuvenate and, for that matter, all brands utilising video content, can learn from them. Today he takes a look at the New Zealand Post spot, which shows how a Christmas story can authentically join forces with a brand.
New Zealand Post - Christmas
Online, social media, TV
There are still many new Christmas stories waiting to be told.
Telling a Christmas story and authentically integrating a brand message is still possible.
Humour helps, especially at Christmas.
Who brings the Christmas presents? Santa Claus, of course. Or perhaps someone else? And how can presents be kept secret until the big day?
To bring together Christmassy warmth and a brand like the NZ Post. Credible and emotional.
It is no easy feat to keep gorgeous gifts for your loved ones a secret until Christmas Day. For this you need allies. It's nice to have a partner you can trust.
The brand is well integrated and with real insight. The spot tells a heart-warming story resulting in a big emotional pay-off for the brand.
Nice twist, charming story, humorous and unexpected. Particularly nice: Pinocchio also gets a role in the Christmas film.
Even nicer: it features a song that fits perfectly which you may have forgotten about. About time we heard Fleetwood Mac again.
Oli’s Verdict: Hot or not?
As hot as a homemade, steaming Christmas pudding. Pause for a moment, take a bite and look forward to the holidays.