The Launch of ZFREE
Category: MULTI-MEDIA Award: GOLD
Category: PRESS/MAGAZINE Award: SILVER
Category: SALES GENERATION Award: SILVER
Special
Honours Award: BEST INTEGRATED CAMPAIGN
With a lead time of only 12 days, a diverse target audience and the need for a
quick build up, not to mention challenging established brands and overcoming
consumer suspicion, a multi-media approach was needed to launch CLEAR's
challenger brand, ZFREE. The campaign was initiated to launch the new
service and generate new registrations without cannibalising registrations from
ClearNet, CLEAR's premium ISP. Registration and active user targets
were double the projected numbers, while the cannibalisation rate was half that
predicted.
ZFREE's arrival on the New Zealand ISP stage heralded a new business
model. Being free, the service is fairly basic - allowing the average
user to enjoy the basics of free connection and web access. Television,
Press, Outdoor, Internet and Radio were used to create a "surround
'em" strategy, together with a targeted household drop of postcards
and give-aways of ZFREE-branded green Granny Smith apples at key events during
Easter weekend.
Entrant : Rainger Direct
and The Publicis Group
Advertiser : CLEAR Communications
Advertiser Credits
Pip Davis - Advertising Manager
Anna Gordon - General Manager Marketing
Annabelle Fowler - Advertising Manager
Ian Scherger - Online Services Director
Agency Credits
Rainger Direct:
Ant Rainger - Managing Director
Joe Holden - Creative Director
Stu Hinds - Art Director
Fleur Head - Account Executive
Optimedia:
Tom Davidson - Manager
Nicky Willis - Senior Media Buyer
Publicis:
Paul McElwain - Director
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