FCB launches new brand look for Noel Leeming

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FCB New Zealand has launched the Noel Leeming re-brand, unveiling the new look and feel with a campaign that aims to challenge category norms. 

The Maximise Your Machine campaign is introduced with three 30-second brand TV executions which dramatise the possibility of a blender, TV and a tablet to bring people closer together, using an overly enthusiastic employee.

“To bring this idea to life we set the commercial in a magical, heaven-like appliance store and used a captivating continuous one shot zoom to hero our talent,” says Regan Grafton, ECD at FCB.

The campaign was built on the insight that despite being the technology and appliance category leader, there was a need to differentiate Noel Leeming as a brand from others.

“We wanted to create a TVC that stands out, not just from other ads on TV, but also from the unemotional retail ads that are typical of the category,” says Grafton.

The brand change was born to reiterate the level of superior service available at Noel Leeming, and aims to show that it is the only retailer in New Zealand that truly enables shoppers to ‘maximise their machine’.

“In our research, we heard countless stories about how Noel Leeming team members genuinely improved the lives of their customers by educating them on how to get the most out of the products they had chosen,” said FCB head of planning David Thomason. “We wanted to remind people of this.”

Group CEO Tim Edwards said he was impressed with FCB’s depth of thinking and clear understanding of what needed to be achieved to reach the goals of the Noel Leeming brand.

“We were looking for a campaign that would cement our customer offering as New Zealand’s leading technology and appliance destination where the right product, the right price, passionate people, expert service and leading services are the focus,” he said. “FCB demonstrated it has the expertise to deliver the results we need to see.”

In addition to the TVC, FCB has developed a refreshed and evolved logo, campaign line and all other retail communication including mailers and press advertising.

Noel Leeming has invested more than $5 million into its store refresh and rebranding. Not only have stores been modernised and repainted, they’ve also been reconfigured to allow Noel Leeming’s team of ‘passionate experts’ help customers fully utilise innovative services within its stores like Tech Solutions and Open Learning centres. Specialist areas within stores offer interactive spaces to use or experience new products.

“We’re about ensuring customers get the best from their appliances and technology products and have a great experience,” said Edwards.

The Television spot: That’s it screening above.

The Tablet spot

The blender spot


Client: Noel Leeming Group
GM Marketing: Maryanne Smith
Marketing Communications Manager: Tami Maxwell
Marketing Planning Manager: Jodie Woods
Communications Executive: Sarah Affleck
Agency: FCB
Senior Account Director: Brodie Lawry
Account Director: Michelle Koome
Head of Planning: David Thomason
Planning: Carl Sarney
Executive Creative Director: Regan Grafton
Regional ECD: James Mok
Copywriter: Matt Williams
Art Director: Freddie Coltart
Head of Content: Pip Mayne
Agency Producer: Monique Hawkins
VSFX Designer | End frame: Jared Yearsley
General Manager, PR & Activation: Angela Spain
Digital Director: Kate Grigg
Media Director: Terri Collier
Media planner/buyer: Sarah Bymolt
Production company: Finch
Film Company: Finch
Director: Jae Morrison
Producers: Jimena Murray | Andy Mauger
DOP: Duncan Cole
Designer: Kirsty Clayton
Editor: Tim Mauger | Julian Currin
Grade: Pete Ritchie | Blockhead
Online Editor: Andy Timms | Beryl
Sound Post: The Coopers of Franklin Road
Engineer: Jon Cooper
Producer: Pen Cooper


About Noel Leeming

Noel Leeming is New Zealand’s leading consumer electronics and appliances retailer and the flagship retail brand for Noel Leeming Group. Proud to offer customers superior services and solutions with the widest possible range of branded technology and appliances. Since our first store opening in Christchurch, we have gone the extra mile to help customers with their technology and appliance purchases. 77 stores later and excellent service is still at the centre of everything we do. Inspiring stores and highly trained staff are just the beginning. Our Price Promise Guarantee assures consumers that we will never be undersold. We’re also the only consumer electronics retailer to reward New Zealanders with Fly Buys, issuing over one million rewards since 1996. Beyond the checkout, our after-sales service ensures our customers get the most out of the products they buy from us.

Noel Leeming is New Zealand’s #1 consumer electronics and appliances retailer and the flagship retail brand for Noel Leeming Group. The group also includes Tech Solutions, Open Learning centres, Clearance centres and Lifestyle Appliances, 77 stores in total. Tech solution is a mobile service with 100% store coverage in which our experts can install, configure and fine tune your technology purchases. Open Learning centres: To date there are 9 throughout NZ with 4 more confirmed before Christmas. The Opening Learning experience is predominately  a free service in which when you purchase a smart device (mobile phone or tablet) from participating stores, Noel Leeming will show you for free (for 30 minutes) how to get the most out of your device. Open Learning also offers paid internal and external training for individuals and groups. Noel Leeming Group was acquired by NZX listed TW Group in 2012 – creating New Zealand’s largest non-food retail company.

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