As Marshall McLuhan famously said, the medium is the message, “creating a symbiotic relationship by which the medium influences how the message is perceived”. Very rarely does the medium get the message across and also have the ability to soak up grease, but OMD’s novel campaign for Fly Buys Visa that will see deep fried goods up and down New Zealand being wrapped in branded paper has managed to do exactly that.
“We wanted a different way to show that you can collect Fly Buys Points with our Fly Buys Visa card wherever Visa is accepted, which is at all sorts of places,” says Fly Buys head of customer engagement, Chris Lamers.
"People don’t usually associate Fly Buys with fish and chips so the idea stuck.”
The tagline, ‘two fish, a scoop of chips and Fly Buys please’ was born and OMD felt there was no better place to promote this message than on the paper itself.
OMD then tracked down New Zealand’s largest fish and chip newsprint manufacturer, Allen Paper, and worked with it to identify 22 hero fish and chip stores that accepted Visa.
“Using this medium Fly Buys Visa has connected with their market in a uniquely Kiwi way,” says Ross Allen, business development manager at Allen Paper – and the man responsible for filming the video. “We are proud that we have been able to bring the Fly Buys message to the dinner table of New Zealand.”
And as well as being what it calls a New Zealand-first – and a bit of fun – the idea of using fish and chip paper answered the challenge Fly Buys set OMD of finding a media channel that was as close to the point of purchase on everyday low spend items as possible.
The paper can be found up and down the country from Adriatic Fisheries in Whangarei down to Kings Fishmarket in Invercargill (who received the paper after requesting involvement via Facebook). Aucklanders can check it out at Kiwiana Fish and Chips in both Remuera and Kingsland and Ponsonby Fresh Fish & Chip co.
Existing newsprint was used to make the paper and each store was supplied with enough paper to last at least a month and wrap an estimated total of 256,410 fish and chip packages.
“We couldn’t be happier with the way Ross and his team at Allen Paper managed the process from start to finish,” says OMD account manager Ashleigh Vreeburg. “Being a first time use of this media we anticipated that there may be a few hiccups along the way but everything was handled professionally and with the utmost care. We were really impressed.”
Good to see Watties tomato sauce is the condiment of choice, too.
This story originally appeared on StopPress.
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