Christchurch, New Zealand
Christchurch, New Zealand
Having been around for 20 years, this Christchurch social institution engaged us to review their brand and align their growing team. 18 months later, we have transitioned them to a purpose driven business, a team aligned behind one brand and an audience engaged in an authentic story.
Together, we identified a new direction for the business, focusing on their unique values based their own story, origin and strong ties with the Canterbury region and its people. Putting these relationships, and the commitment to local high quality products at the centre, we re-launched their product as a whole new food category: #kiwipizza
We re-shifted the entire brand and communication strategy. Working closely with their Canterbury suppliers and farmers, we helped establish the restaurant chain as a role model for sustainable hospitality with a focus on local produce. Celebrating food and culture in New Zealand maximised their impact through organic reach through digital and social channels.
The early pioneer for Mexican food in New Zealand, Mexicali Fresh, faced heavy growth of competition in the category of Fast Casual Foods. After over 10 years in business, and during a strong growth phase, Mexicali Fresh wanted to make sure they are still the cool pioneer brand, like when they once started off.
So they asked us, and together, we looked through a new lens and identity. Over the last years, their purpose helped the business to realign the leadership team, introduce new business practices, selecting suppliers, as well as overhaul the brand and communication practices.
One of the key projects this year was #freespeech.
Standing up for your values, your beliefs and having a purpose. These are the traits that modern consumers demand from their brands.
But for a brand to effectively communicate its values it needs to be credible and authentic. A challenge when tapping into a territory not normally occupied by corporates, but humans. How can a brand be authentic? The values need to derive from the people living, breathing and owning the brand.
For the founders of Mexicali Fresh, who emigrated to New Zealand from the United States in 2005, these core values are clear. Diversity, free travel and women’s rights. Founder and CEO Cindy Buell is not only a mother and a grandmother but an activist, organizing and supporting groups such as the recent Women’s March.
Using the family’s core beliefs to activate the brand was the basis of our idea. The time was right; a push for right wing politics around the world meant that many people were craving a counter movement. For us, it was a chance to shows what Mexicali Fresh and people behind it stand for: a culture of inclusiveness and tolerance. We needed to start a protest.
#freespeech was born.
We picked International Women’s Day for the launch. In an overnight stunt, highly disruptive protest signs appeared in front of the inner city restaurants. The design, size, material, colour and raw, handwritten style were all a perfect reflection of what any protester around the world might hold up. Key messages were well thought out, standing for women in leadership, equality and a culture of inclusiveness. The hashtag #freespeech animated the audience to share their thoughts and opinions via social media.
We hit a nerve. Passersby started posing and taking photos in front of the signs, leading to an increase in engagement and reach of the stunt in the digital world. This resulted in a dramatic upswing in social media engagement from existing followers and reached a previously unengaged audience.
Team members throughout their 16 branches posed with the signs and shared their affection with their employer’s brand through their networks. The passion of the team, many of them originally from other countries showed that we had not only judged the target audience right, but the staff as well – the company’s people adopted the message as their own and were proud to share it.
What’s more, new partners and suppliers of brands with similar values contacted the business owners to consider collaborations, opening them up to a whole new network.
The activation was an epiphany for the leadership and wider team, as the brand image of Mexicali Fresh converted overnight. It was followed by a number of other, similarly themed projects including a video series celebrating diversity through their Mexican staff members. Mexicali Fresh is on the path to become a truly purpose driven brand.
Eat My Lunch asked us to help them sell their lunches and catering products through digital to increase their impact. Each lunch sold gives a school lunch to a kiwi kid in need.
We delivered a detailed digital marketing strategy to help get the most for their small budgets. We identified the best digital recipe based on a content strategy, social media and a programmatic buying - knowing the bigger the return, the more kids will get their lunches.
A comprehensive retargeting structure, constant optimisation of narrative, creative and targeting showed impressive results in a short time:
in only 10 weeks, we drove a 5x return of media budget and which helped feed over 1,000 kiwi kids in need.
The media industry is heavily impacted by digital disruption. To stay ahead of the market, Fairfax Media, one of the largest media companies in ANZ, engaged us to developed a unique digital training programme for their teams. Over the course of 2 months we delivered interactive training series that started at the roots of the problem, by asking the question WHY?
Our unique methodology focused on learning through growing capability, confidence and culture. The interactive programme did not only teach the fundamentals of digital media, but made people find their new role and spot the opportunity in a digitally lead world. Together, we helped set the first basis to drive a digital culture across the wider organisation.
Whilst the world was listening to Donald Trumps plan to build a wall, we launched a campaign for Mexican restaurant chain Mexicali to celebrate cultural diversity of New Zealand. In a video series for 5 de Mayo we featured some of Mexicali’s native-born Mexican team. The campaign shared stories of Mexico’s food and culture, as well as what it’s like living as an immigrant in New Zealand. It furthermore promoted theirown 5 de Mayo event an promotion.
High reach and viral spread resulted in phenomenal success:
36,000 Tacos sold in one day
535% delivered on client’s KPI’s
Press articles in Idealog, Stoppress, M+ad and Franchise Magazine New Zealand
We started working with New Zealand's start-up Parkable in March 2017. Parkable is a mobile app that allows businesses and residents to rent out their park to anyone else.
We helped Parkable with a digital marketing strategy and campaign to drive App downloads and in particular recruit hosts. Results hit and over-exceeded all KPI’s by far:
App Downloads over 3 months delivered a 490% of client's KPI’s
Host recruitment delivered a 158% of KPI’s
Modern office design is based around the concepts of Activity Based Working (ABW) and hot-desking, while the number of freelancers in co-working spaces has been rising significantly for more than a decade. But while the flexibility of the modern workplace offers many advantages to the employee, this means less people have a fixed desk at work. This does present its own difficulties. Firstly, the very practical challenge of moving essential and personal items from place to place and storing them while not in the office or at a desk. And secondly, the more emotional issue that many workers feel disconnected from their workplace when they don’t have a dedicated space to call their own.
Enter Gustav. The Activity Based Worker’s new best friend.
With its combination of practical solutions and minimalist aesthetics Gustav is the answer to the modern, flexible office worker’s new challenges, allowing them to make any space their own.
Y brand have been involved in building the product and brand from scratch. We knew Gustav is more than a product. It was important to reflect its core purpose: to support people in dynamic times. We invented Gustav - the flexible worker's new best friend in the office.
Y brand build the entire brand -starting with the name, brand identity, creative concept, to the logo, images, videos, website and any physical or digital communication. We then planned the launch.
After a successful launch in New Zealand, we are helping the company grow into the world. Run Gustav, run!
Find out more at www.gustavconcept.com