PHD and MediaWorks spotlight New World shoppers

AUCKLAND, Today: PHD Aotearoa and MediaWorks have rolled out a campaign that puts the spotlight on what makes local New World stores special, celebrating their unique features with the community-driven initiative, Find Your Wonderful.

Customers were invited to share what they love about their local New World, from Mangawhai’s top-notch fried chicken to the super friendly team in Rotorua Westend. The love for these stores shone through in every submission.

Together with MediaWorks, PHD Media Aotearoa highlighted stories from various New Worlds, showing off what makes them a vital part of their communities.

“This campaign really substantiated the insight that localised and authentic content, driven by everyday New Zealanders.”

An integrated partnership with MediaWorks helped New World gain local fame by transforming these unique features into user-generated content, showcased across outdoor and digital channels.

The More FM ‘Wonderful Whip Around’ featured Jay-Jay and Flynny broadcasting live, sampling the ‘wonderful’ features themselves and chatting with shoppers at 10 New Worlds nationwide. At Long Bay New World, a couple even celebrated their wedding in aisle five, complete with a donut cake, courtesy of Flynny’s officiating.

Stephen Larsen, Group Business Director at PHD Aotearoa, said, “This campaign really substantiated the insight that localised and authentic content, driven by everyday New Zealanders, will cut through due to its relevancy. MediaWorks’ footprint and multi-channel approach enabled us to execute this seamlessly.”

Over the 10-week campaign, billboards and bus ads featuring the user-generated content racked up over 11 million views. The radio part of the campaign drew over 33,000 text responses, and the reach extended to nearly 790,175 people via MediaWorks’ social channels.