KEY POINTS:
Research shows that the young generation are not entirely technology-focused in their media habits. The humble book still out-rates the MP3 player as a vital accessory.
A survey by youth research company 18 Ltd shows that 54 per cent of people aged 14 to 29 agreed that the
statement "I couldn't live without books" was "a lot me" or "quite a bit me", but only 49 per cent felt the same life-critical attachment to their MP3 player.
Despite their success in fending off MP3 players, books remain pretty low on the list of media which young people can't live without.
Topping the list was the internet (92 per cent strongly agreed they couldn't live without it), then mobile phones (80 per cent) and television (58 per cent). Newspapers scored only 24 per cent.
The popularity of books, 18 Ltd said, had been higher than expected and the overall results suggested that when it came to media engagement young New Zealanders craved a mix of traditional and digital platforms.
The poll also showed that only 2 per cent of 14 to 29-year-olds don't have a cellphone but 26 per cent own two or more.
Erin 1, Kiwis 0
Erin Brockovich certainly isn't alone in finding Bond & Bond's advertising offensive, but she has had far greater success than the average disgruntled consumer when it comes to having that outrage acknowledged.
The consumer campaigner has generated a heap of publicity - and bewilderment - as a result of fronting ads for consumer electronics retail chain Noel Leeming.
The plot thickened when Brockovich criticised an ad run by the chain's sister retailer, Bond & Bond, which said: "Government says fridges are better younger. Just like women, really."
While her complaint drew an apology from the company, complaints from local consumers about other Bond & Bond ads have failed to sway the Advertising Standards Authority.
So far this month, five of 45 decisions have related to Bond & Bond advertising, making it the month's most complained about advertiser.
The authority decided not to uphold complaints about the slogans:
* Home delivery - good for those with chronic fatigue syndrome.
* We got them this cheap by firing someone.
* Killer deals to die for inside - looks like the kids are going hungry this week. Save half the GDP of Kenya.
* 10 reasons to sell a kidney.
It ruled there were no grounds to proceed with a complaint that an ad featuring a man in dark glasses using a walking stick to size-up a TV "disrespected people with disabilities".
Making a mint?
Two chains flogging plasma TVs, one parent company, one ad agency. Is this the formula for a clever publicity stunt, or is it an embarrassing cock-up? Noel Leeming Group chief executive Andrew Dutkiewicz said the business had been embarrassed by Noel's frontwoman Brockovich criticising an ad for the group's other subsidiary, Bond & Bond. But is this a case of the group's ad agency cleverly cashing in on an "all publicity is good publicity" approach?
Advertising for both chains is handled by Mint, a subsidiary of DraftFCB, which won the business earlier this year. With the two chains selling similar products the strategy of differentiating between the two brands - Noel as integrity-focused, Bonds as "cheeky and irreverent" - is a clever one. Brockovich's fuming has certainly helped highlight each brand's distinct positioning. Whether that was Mint's intention all along is unclear.
Local twist
The race to turn big-name global websites into local advertising opportunities is heating up. This week Google-owned YouTube launched a New Zealand site (youtube.co.nz) and an Australian site (youtube.com.au), taking the number of country-specific YouTube sites to 14.
Publicity for the New Zealand launch focused on the greater local content that would now be possible, rather than on advertising potential.
But internationally, Google is beginning to link its lucrative AdSense web advertising network to YouTube content. And having a more geographically focused audience helps make web advertising more effective.
Last month MySpace appointed a New Zealand-based head of marketing and PR, Julie Warmington. And it now has a sales partner agreement with APN Digital Media, the online advertising sales network for APN Online, a subsidiary of Herald publisher APN News and Media.
Ellis' bandwagon
Expect to see and hear more from publicity magnet and entrepreneur Marc Ellis over the next few weeks as he pushes his new venture, a website called Mintshot. Online media agency The internet Bureau says the site, starting on November 15, will be an "opt-in entertainment site that utilises some of broadband's full potential - video streaming, online entertainment and auction bidding all rolled into one, while giving consumers access to their favourite brands and products".
A recent internet Bureau newsletter says the concept behind the site is that consumers will be invited to give their opinions on an advertiser's latest products, services or commercials, and in return will receive "mintshot currency" which can be used to power games and applications on the site.
Sounds very full-on and very Ellis. Advertisers said to be on board so far include Telecom, Air New Zealand, McDonald's, Sky TV and Adidas.
Hoohaa moolah
Given that 98 per cent of young people own at least one cellphone and a similar number probably need a little more cash, it's not surprising that a business based on paying people to receive spam text messages continues to sign up participants in droves.
HooHaa now has more than 50,000 willing text recipients on its database, each of whom earn 10c each time they're sent a text from an advertiser targeting their particular demographic.
Overall, New Zealand's "interactive" marketing businesses seem to be in a bullish mood.
Auckland-founded mobile marketing specialist The Hyperfactory now has offices in India, China, Hong Kong and two in the United States.
And another local growth story, interactive marketing software company Touchpoint has opened offices in Sydney and Melbourne in order "to spearhead business expansion in Pacific rim markets".
Touchpoint spent $1.5 million upgrading its technology platform which pushes out marketing messages by email, SMS and other direct-marketing channels.
"Our goal from day one was to be an exporter," says chief executive and co-founder Frank van der Velden. "Our platform has matured and the company grown to a size that we can hit the ground running in larger and faster-growing markets."
Innovative banking
Rabobank's "significant other bank" campaign from advertising agency Ogilvy won the coveted best-in-show prize at this month's Effie event, the ad industry awards that recognise campaign effectiveness as opposed to creativity.
Given the crowded banking market and, let's face it, the generally boring nature of trying to sell the concept of a term deposit rate, the recognition is well deserved.
The campaign was both effective and creative.
Ogilvy says Rabobank has attracted more than $1.3 billion in deposits over the past 18 months and that that was the result of the "clearly differentiated positioning the campaign achieved".
The Effie panel agreed.
Convener of judges Brian Weaver said: "By positioning RaboPlus as the 'significant other' bank in customers' lives, Ogilvy captured the hearts and wallets of thousands of Kiwis."
