Colenso hits a patriotic nerve with New World campaign

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New World reports positive reaction to their Colenso BBDO ‘Happier NZ’ campaign which hit our screens earlier this month. The UN ranks us the 8th happiest country on the planet so New World brought in Colenso to help change that.

New World’s brief: “We’re going to do our bit to get New Zealand to number 1!”

Colenso says they wanted to “promote New World’s genuine point of difference- that of their customer service. The initial idea started as a statistic, really. We established that 700,000 Kiwis visit a New World nationwide every week. That’s a big chunk of our population. If we could make all those people visiting New World a little bit happier, we could potentially raise the collective happiness of the country.

“The UN had just ranked us the 8th happiest country in the world, so the timing was perfect.”

“We launched ‘Happier NZ’ August 14 inviting the country to join us on a journey to try to help make New Zealand even happier. Since the launch on TV, we’ve had really positive feedback from both the staff and their customers, with over forty thousand new visitors to the New World website to date (with 70% of that being new users).”

Group Brand Director Jules Lloyd-Jones says “it was imperative for us to make sure this idea genuinely had the customer at its heart, because that’s what really sets us aside from everyone else.

“To us, this idea was big enough rally a nation, but down to earth enough that our staff were still at the core of the idea, who are the very people who are really able to make the difference in our customers lives. That’s what was really exciting to us”.

The TV was supported by digital, in-store, online, social and store based activations and is an on-going platform for the brand heading into the future.


Agency: Colenso BBDO
Creative Chairman: Nick Worthington
Executive Creative Director: Steve Cochran
Creative Director: Digital Creative Director
Senior Art Director: Andre Sallowicz
Senior Copywriter: Simon Vicars
Senior Business Director: Brodie Reid
Account Manager: Neil Walker
Account Executive: Robert Vela
Planner: Lisa Divett / Ed Gunn


Group General Manager Marketing: Steve Bayliss
Group Brand Director: Jules Lloyd-Jones
Sponsorship Manager: Jen Mariu
Executive Assistant: Amber Munro
Marketing Assistant: Ravina Raju
Media & PR Agency: FCB Media

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