After 37 years in business, iconic Kiwi brand PlaceMakers has refreshed its brand positioning Together we’re building New Zealand through Auckland agency Chemistry.
“We are uniquely positioned as a brand that brings all of New Zealand together’, says PlaceMakers head of marketing Sharon Lyndon. “More tradies shop with us than anyone else, and we help and connect to consumers in ways our competitors can’t.
“As we continue to evolve our business, we wanted to refresh the way we present our brand so we reach every single one of our customers, making an impression, exceeding their expectations and showing how we work as a team to go that extra mile.
“We’re about so much more than just building supplies. We’re about building a better New Zealand.”
Lyndon says the PlaceMakers team worked with Chemistry to create a new brand and retail platform which tells the PlaceMakers story in an evocative way.
“This was one of the most collaborative campaigns I’ve ever worked on with a client. I can’t wait to see how people respond to it.”
“We’ve harnessed the musical talents of American Idol winner Phillip Phillips and a cast of genuine Kiwi talent from across the country to bring our story to life, creating a brand we believe our customers will love and our team can be proud of.”
Chemistry senior account director Mel Moss says the agency relished the challenge of refreshing such an iconic brand. “PlaceMakers already has a great foundation as a brand,” he said. “They provide an excellent customer, product and shopping experience, delivered by a fantastic team of knowledgeable staff who understand their needs.
“Our brief was to evolve the brand platform to create a positioning people could emotionally connect to, harnessing the trust Kiwis have in the work PlaceMakers does.”
Chemistry CD Pat Murphy said: “I can honestly say this was one of the most collaborative campaigns I’ve ever worked on with a client.
“We all shared a clear vision of what we wanted to achieve and the result is a rich platform that has endless opportunity for engaging executions going forward. I can’t wait to see how people respond to it.”
The new brand was launched via a television campaign which went to air on Saturday 1 September.
CREDITS
Talent Representation & Management Agency: Dusty Road
Director: Harold Monfils
Executive Producer: Jackie Clark
DOP: James Cowley
Editor: Brendon Chan
Sound: Mike Bloemendal
Grade & graphics: David McLaren
Agency: Chemistry
Creative Director and writer: Susan Young
Creative Director and Art Director: Patrick Murphy
Chemistry name change
Chemistry is indeed the company formerly known as Chemistry Interaction. “We decided to do a little refresh ourselves,” says Chemistry’s Mel Moss.
All the previous website and emails still get through – automatically – to the new digital addresses.
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