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Deliver Magazine

Volume 7, Issue 4, August 2011

We all need a little help sometimes. Fortunately, our fantasy multichannel marketing guide is here to serve as a reference and help you get the necessary edge over your opponents, and reaffirm that mail is indeed the premier point guard in the integrated marketing game. Plus, marketing superstar Ola Mobolade offers her expert opinion on the importance of reaching a young, multicultural audience in a must-read Q&A. And an international fashion upstart takes us deep into the trenches, allowing readers to get a hands-on feel for dimensional marketing. Once that digests, save some room for dessert — it just might bring you good fortune.

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A year after its Cannes Grand Prix triumph, Special’s Tony Bradbourne recalls how Orcon Broadband’s ‘Iggy Pop’ campaign came about – Campaign Brief Asia

In the lead up to Cannes 2011, Campaign Brief looks back at New Zealand’s major triumph last year – Special Group’s Grand Prix winning Iggy Pop campaign for Orcon.

CB asked Special’s CD Tony Bradbourne how they pulled off what has been described as ‘the quintessential 21st century ad campaign’.

The major marketing issue Orcon faced was that they had extremely low awareness. And if people had heard of them they were confused about what they offered. The then Head of Sales David Joyce, and Head of Marketing Duncan Blair pitched the account, we won, and they tasked us with changing that and driving sales. Both of these guys are really smart and visionary, they knew that their total media budget was under 2% of the total telco market spend, so they needed something really smart and well… attention grabbing.

We presented the strategic direction of ‘Together Incredible’ along with 3 different creative ways to bring it to life. Each of the ideas used Orcon’s faster broadband in a variety of ambitious ways to create something ‘Incredible’. 

Basically they were product demonstration ideas – but taken to extremes. Our recommended route featured a certain Mr Iggy Pop.

Why Iggy Pop? Why not? He was the first artist that came into our minds when we were trying to explain the idea around Special – and then we couldn’t think of anyone else who could possibly be better.

He was someone that was known but not overused, he was someone you would love to have a ‘once in a lifetime’ experience with, he had a song that we loved and was kind of easy to learn, he was a frontman, a showman, he was completely unexpected and he is a pure rock and roll legend.

Sure he has a ‘colourful’ past but that will just make it interesting right? So now try and present that to a CEO…
Continue reading A year after its Cannes Grand Prix triumph, Special’s Tony Bradbourne recalls how Orcon Broadband’s ‘Iggy Pop’ campaign came about — Campaign Brief Asia
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