Colenso BBDO has launched a new Heart of the City campaign to encourage Aucklanders to discover the diversity of offering in the central city.
The campaign features 50 individual short films, called Lovebites, each revealing a secret or interesting fact about inner city experiences and destinations.
You can order a range of alternatives, including a secret item not listed on a burger restaurant’s menu, or the meaning of the lights on the Sky Tower.
“There’s oddly something addictive about these little films [scroll down to see them] that once you watch one you want to click to see more,” says Colenso ECD Steve Cochran.
The films were produced in-house by Colenso BBDO’s production arm Flare, using director/DOP James Rua.
The multi-short film campaign approach is becoming more commonly a solution to strategies that have digital and social channels at their centre.
“Digital has often been considered the place where long-form, deeper and richer engagement films could be housed to support the main 30 or 60 second ad,” says Colenso ECD Steve Cochran. “But the reality is, few consumers are that interested in any brand to click through to seek that stuff out. And social platforms aren’t necessarily ideal for long video content.
“So the demand has now firmly shifted to short films like 20, 10 or even just five seconds in length. And even better if they work without sound.”
New branding
The campaign also sees the launch of new branding for Heart of the City, with a new logo and brand identity also developed by Colenso BBDO.
Kate Cleaver, head of marketing at Heart of the City said: “Heart of the City’s branding had become a bit disjointed over time with differences in our corporate facing brand and consumer facing brand.
The development of this new identity is designed to amalgamate and strengthen our brand to all audiences. And with Viv Beck coming on board as our ceo last year and the invigoration central Auckland is going through, the time was right for a future focussed change.”
The new identity and Lovebites campaign is rolling out through Auckland across digital, social, print, outdoor (including Adshels) and cinema.
- See all the films here: www.heartofthecity.co.nz/lovebites
CREDITS
Client: Heart of the City
CEO: Viv Beck
Head of Marketing: Kate Cleaver
Brand Manager: Emma Jones
Agency: Colenso BBDO
Film Company: The Hood & Co
Cinematographer: James Rua
Producer: Felicia Brunsting
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