Advertising experts say the number of companies highlighting their “kiwiness” is on the rise.
A lot of New Zealand-themed advertisements for companies like Kiwibank, 2degrees and Mitre 10 show "Kiwi branding" is back in vogue as New Zealanders become more confident in themselves.
Anthropologists found seven “cultural codes’’ in the New Zealand psyche. Things like their relationship with the land and their sense of independence and freedom. Ads that hit those cultural codes connect the kiwis, and sells the product. Humour and mateship also worked, as did a certain masculinity.
A lot of New Zealand-themed advertisements for companies like Kiwibank, 2degrees and Mitre 10 show "Kiwi branding" is back in vogue as New Zealanders become more confident in themselves.
Anthropologists found seven “cultural codes’’ in the New Zealand psyche. Things like their relationship with the land and their sense of independence and freedom. Ads that hit those cultural codes connect the kiwis, and sells the product. Humour and mateship also worked, as did a certain masculinity.
David Thomason, planning director at Draft FCB Auckland said brands like L&P, Speights, Steinlager and Mainland had all successfully capitalised on these codes. Even Telecom had returned to Kiwi branding after creating a powerful advertisement some years ago of a homesick expatriate putting a pohutakawa beach scene on her wall.
Wouter Bouman
http://www.stuff.co.nz/business/4343690/Cultural-codes-connecting-with-Kiwi-buyers
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