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scott

Scott Henderson

Principal / Special Ad Service

  • ELECTRICITY AUTHORITY

    Y&R NZ 2014

    Following it's 2011 launch, What'sMyNumber.org.nz had lost momentum. The initial waves of 'bargain hunters' had been exhausted, and broader audiences didn't put a lot of value on potential savings.

    A fresh approach took on the two key barriers of perceived value, and perceived hassle – reframing the issue with an impactful argument and an unexpected tone.

  • ELECTRICITY AUTHORITY

    Y&R NZ 2014

    Following it's 2011 launch, What'sMyNumber.org.nz had lost momentum. The initial waves of 'bargain hunters' had been exhausted, and broader audiences didn't put a lot of value on potential savings.

    A fresh approach took on the two key barriers of perceived value, and perceived hassle – reframing the issue with an impactful argument and an unexpected tone.

  • ELECTRICITY AUTHORITY

    Y&R NZ 2014

    Following it's 2011 launch, What'sMyNumber.org.nz had lost momentum. The initial waves of 'bargain hunters' had been exhausted, and broader audiences didn't put a lot of value on potential savings.

    A fresh approach took on the two key barriers of perceived value, and perceived hassle – reframing the issue with an impactful argument and an unexpected tone.

  • ELECTRICITY AUTHORITY

    Y&R NZ 2014

    Beyond TV, we created a 'moment of truth' strategy, targeting places where consumers were both spending money, and spending a few minutes waiting.

    These ambient media decals were placed in the waiting areas of pizza chains, public transport, coffee shops and barbers / salons – delivering a highly relevant prompt to take advantage of the newly optimised mobile website.

  • ELECTRICITY AUTHORITY

    Y&R NZ 2014

    Trademe was also used to create ‘moment of truth’ placements – where display ads sourced the image and 'buy now' price of the listings people were browsing at that moment.

    By taking what was a theoretical number to consumers, and making it feel genuinely real, we delivered above-average relevance, and response.