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BRAND PLATFORM AND POSITIONING RESEARCH VALIDATION, MANIFESTO AND RECOMMENDATIONS TO THE BOARD <AIR NEW ZEALAND>
* An immersive, nationwide research, capture and analysis project, to define a new way to externally communicate Air New Zealand’s ‘Go Beyond’ internal strategy to customers and the world.
* Working directly with the CEO and ExCo teams.
* Resulting in a GTM approach and manifesto.
to guide and inform all agency and communication partners across all customer touchpoints.
* Implemented by multiple agencies over three years.
EXPERIENTIAL/BRAND & MEDIA EVENT <MOËT & CHANDON>
* Working with multiple partners and the "Maison" with MHD to create a media marquee event in Tokyo.
* Celebrating the brand assocation with Cinema, featuring their muse/ambassador Scarlett Johansson. Her first time there since "Lost in Translation".
* Created to deepen the brand positioning with Cinema and deliver earned media impact across the world.
* Culminating in a reveal where the original space, 52 floors up was reprojected with a super-augmented reality. Replacing the 'real' Skyline with a re-creation that then morphed into fantastical cinematic sequences.
AUSTRALASIAN REBRAND AND MARKET POSITIONING
<G.E. MONEY >
* Both markets required both a change to the consumer-facing brands/products as well as a new parent company name.
* Brand strategy, naming, research product positioning and communications planning.
* Time critical due to restraints on the use of G.E.’s name and assets and the need to migrate existing customers across.
* A super-fast GTM strategy to transition the Brand and Customers, both existing and new.
More examples to come....
OEM: GLOBAL BRAND/PRODUCT MARKETING LAUNCH <JOHNSON CONTROLS - HITACHI>
* A new global brand platform and full re-design of the product marketing suite required across the HVAC product range, both B2B and B2C.
* Heading up global launch kit development, including , product position strategy, tone of voice, all written narrative and content stories, production of visual assets and videos.
* Sales playbooks and all global marketing/ training collateral created for the JCH Tokyo marketing department.
* Awarded as global ‘best practice’ by JCH Executive Team.
