AUCKLAND, Today: Ogilvy NZ announced the launch yesterday of Thank You Coffee – a campaign designed to encourage acts of gratitude with a gift of a free medium coffee to every new and current BPMe app customer.
We picked up the details of this campaign from VMLY&R NZ – but Ogilvy NZ appears to be run from Sydney. Enter www.ogilvy.co.nz in a search engine and you get www.ogilvy.com.au. Both VMLY&R NZ and Ogilvy NZ are part of the WPP Group.
Ogilvy ECD and VMLY&R ECD are the same person – Kim Pick. The MD at VMLY&R NZ, Fleur Head, told M+AD: “Although some VMLY&R team members collaborated on this campaign, it’s an Ogilvy International project.”
The unsigned release from Ogilvy reads: “Thank You Coffee gives BP’s customers the opportunity to gift a free Wild Bean Cafe coffee anonymously to another New Zealander.
“Participation involves simply downloading or updating the BPMe app and unlocking a free coffee which users can then choose to enjoy themselves or, more importantly, gift it to someone deserving by paying it forward.
“The ECD at Ogilvy NZ and VMLY&R are the same person – Kim Pick.”
Thank You Coffee is the first major campaign led by Ogilvy International since BP engaged the agency in late-2019.
The campaign was developed through true collaboration with all BP’s creative agency partners including Rainger & Rolfe NZ, Porter Novelli, PaperKite and Mindshare.
The campaign will be supported with TV, OOH, in-store and in-app communications.
BP NZ marketing manager Luke Rive said: “This is a perfect example of the company being useful to its customers and the wider community. This is especially important in 2020, as New Zealand grapples with Covid-19.
“Our hope is this initiative will bring a little generosity and kindness to our customers and
ECD Kim Pick said: “It was wonderful to work on a campaign that’s focused on giving. Of course, customers can enjoy the free coffee themselves but we’re confident many more will gift it”.
(M+AD thanks VMLY&R NZ for their help with this story.}
National Marketing Manager: Luke Rive
Digital and CX Marketing Manager: Genevieve Hallot
Agency: Ogilvy International
Managing Director: Mark Jenner
Head of Client Service: Tracey Theiler
Senior Account Manager: Hannah Dear
Strategy: Megan Sherrin
Executive Creative Director: Kim Pick
Head of Social Media: Bhavika Rambhai
Senior Account Manager: Vinay Naran
Director: Chris Dudman
TV Producer: Nik Beachman
Agency Producer: James Anderson
DOP: Marty Williams
Art Department: Joseph Leary
Stylist: Kylie Strathdee
Photographer: Vicki Leopold
Editor: Luke Thornborough
Colourist: Pete Ritchie
Online: Cause + FX
Composer: Cam Ballantyne
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