MARKETING UPDATE - Chorus Service Provider
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MARKETING UPDATE 3 September 2018
Marketing – what’s coming up? MARKETING UPDATE 3 September 2018
Marketing road map – August to December 2018
FY19 BUDGET
AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER
EVENTS AUCKLAND HOME SHOW
05-09 Sept – ASB Showgrounds
SPONSORSHIPS AM SHOW sponsorship – Monthly integrated segments AM Show & RadioLive
HIGH SPEED INNOVATORS CONTENT SERIES: Content pieces showcasing people, businesses and communities that are taking advantage of fibre connectivity.
BAU MARKETING Distributed across social, digital advertising and housed on YouTube.
STREAMING CAMPAIGN: Focussed on connecting your TV to fibre for the best streaming experience.
ATL advertising campaign, content games and partnerships.
VDSL DIRECT MAIL PROGRAMME
Direct mail targeting customers that can
upgrade to vectored VDSL in LFC &
RONZ areas.
MARKET DEVELOPMENT FUND
CATEGORY FUNDING
ROUND 1: ROUND 2:
Applications open: 14 August 2018 Applications open: 12 November 2018
Applications close: 28 September 2018 Applications close: 01 February 2019
Funded advertising period: 03 September-30 December 2018 Funded advertising period: 14 January-28 April 2019
Available funding: $300k total, up to $30,000 per customer Available funding: $700k total, funding split TBC
REGIONAL MARKETING PACKAGES: Adhoc as required. Fully funded media plans. Participants must pre-register.
3 3 September 2018 MARKETING UPDATE
Auckland Home Show
05-09 September 2018, ASB Showgrounds
It’s our third year at the Auckland Home Show, which
provides the opportunity to get in front of over 100,000
home owners from the greater Auckland area.
As in previous years our focus is on fibre education and support –
covering roll-out, installation processes and benefits of connecting
to fibre broadband.
New this year we have created a streaming space where we’ll be
demonstrating how best to set-up streaming on your TV using
multiple devices.
As a bit of fun we’ll have giveaways of foam fingers - perfect for
your in-home streaming events and Ethernet cables, encouraging
people to connect their modem directly into their TV for the best
streaming experience.
4 3 September 2018 MARKETING UPDATE
Stream big New Zealand
Live from 31 August – ongoing
It’s no surprise that streaming content continues to increase, with a recent NZ On Air research
showing that the weekly reach of streaming video on demand has nearly doubled since 2016.
Most of this streaming is done on personal devices such as laptops, iPads and smartphones over Wi-Fi.
That’s great for the nights at home curled up in bed watching your favourite show but what
if it’s an event, something you want to enjoy with family and friends…
Data shows that while there’s a 29% penetration of Smart TVs in NZ, less than 50% of those are actually
connected to internet, and only 17% of people have a streaming device such as a Chromecast or Apple TV.
As more amazing content and live programming becomes available to stream we want kiwis to be ready
to experience it at it’s best – on their TV and directly connected to fibre.
Our campaign will span the next 12 months and include a range of activities such as, activations, program
sponsorships, competitions and how-to content.
Kicking off with our advertising campaign STREAM BIG NZ focussed on shifting behaviours by
channelling existing small screen streaming behaviour towards the best screen in the house.
5 3 September 2018 MARKETING UPDATE
Stream big New Zealand
2018 media overview
2018
SEPTEMBER OCTOBER NOVEMBER DECEMBER
RADIO ADVERTISING – 30 sec drive-time adverts – Auckland, Hawkes Bay, Nelson, Rotorua, Southland & Wellington
DIGITAL DISPLAY ADVERTISING targeted at online behaviours and show preferences.
REMARKETING to those that come to streambig.co.nz – key benefits of connecting your TV to fibre.
DIGITAL OUTDOOR DIGITAL OUTDOOR UPWEIGHT DIGITAL OUTDOOR
Airports (AKL/WLG/ZQN) & adshels Airports (AKL/WLG/ZQN), shopping mall Adshels (selected Chorus fibre areas)
(selected Chorus fibre areas) screens, adshels (selected Chorus fibre areas) & commuter network
& commuter network
CINEMA – movie intro advertising
SOCIAL MEDIA POSTS TIMED WITH STREAMING EVENTS – sports, new show releases, royal weddings etc
UPWEIGHTED SEM – streaming terms, driving education.
We are currently working through possible program sponsorship and activations, once confirmed we will provide further detail.
6 3 September 2018 MARKETING UPDATE
streambig.co.nz
All media drives to the campaign site
Live from 31 August streambig.co.nz features a
range of streaming information;
• Streaming device options - overview of the
different types of streaming options including
information and guide pricing for casting sticks,
streaming boxes and smart TVs.
• How-to videos – showing how to set up your TV
using various devices.
• Top tips – tips to make sure you’re having the best
experience.
• Upcoming streaming events – new programmes,
national and international events, sports and more.
Helping customers to find streaming content.
7 3 September 2018 MARKETING UPDATE
Stream big New Zealand
Creative concepts
Playing on small screen streaming behaviours,
driving to get your TV on to fibre.
EXAMPLES: CREATIVE IN PROGRESS
8 3 September 2018 MARKETING UPDATE
The High Speed Innovators series
Showcasing people, businesses and communities
that are benefiting from fibre connectivity.
Off the back of our AM Show tour we have released a series of
videos that feature kiwis doing fantastic things from the regions.
There are five videos within the series which will be promoted
on social, blogs, email and native advertising over the next
two months.
Click here to view the series
Episode 1: kin2kin - Wanaka
Episode 2: Southern Hemisphere Proving Grounds - Queenstown
Episode 3. Part 1: Lightning Hub - Whakatane
Episode 3: Part 2: Lightning Hub - Whakatane
Episode 4: High Performance Academy - Queenstown
9 3 September 2018 MARKETING UPDATE
VDSL direct mail
We’re focused on supporting
kiwis to get on the best available
broadband at their place.
With recent improvements to the copper
network meaning a better experience for some
consumers, we are sending a direct mail out in
September. This informs them of the upgrade
and the broadband options available to them.
10 3 September 2018 MARKETING UPDATEMarket Development Fund - key dates
Don’t forget, we have made over $1.25 million available to support your
Chorus network marketing activities across the next 12 months
If you missed the previous update, click here
2018 2019
JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER JANUARY FEBRUARY MARCH APRIL MAY JUNE
FUNDING ROUND 1: $300,000 total funding available
14 AUGUST
28 SEPTEMBER
Announcement via
Applications close
customer update
email
03 SEPTEMBER – 30 DECEMBER
Funded advertising period
FUNDING ROUND 2: $700,000 total funding available
12 NOVEMBER
01 FEBRUARY
Announcement
Applications close
via customer
update email
14 JANUARY – 28 APRIL
Funded advertising period
FUNDING ROUND 3: $250,000 total funding available
12 APRIL
04 MARCH
Applications
Announcement
close
via customer
update email 01 APRIL-30 JUNE
Funded advertising period
REGIONAL MARKETING PACKAGES. Adhoc as required, fully funded media plans.
11 3 September 2018 MARKET DEVELOPMENT FUNDIf you would like any more information on anything in this pack
contact Kate Murchison at kate.murchison@chorus.co.nz
12 3 September 2018 MARKETING UPDATEMARKETING UPDATE 3 September 2018
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