Knauf: OPHIR

Credits & Description:

Advertiser: KNAUF INSULATION
Agency: WHYBIN\TBWA AUCKLAND
Category: Best Integrated Campaign Led by Promotion and Activation
Advertising campaign: OPHIR
Camera: Ben Ruffel (Whybin\TBWA/Dan Auckland)
Creative Director: Connan James (Whybin\TBWA/Dan Auckland)
Voice: Ian Mune
Video Production: Nic Neame (Whybin\TBWA/Dan Auckland)
Agency Producer: Mark Paisey (Whybin\TBWA/Dan Auckland)
Account Manager: Sophie Schuler (Whybin\TBWA/Dan Auckland)
Executive Creative Director: Andy Blood (Whybin\TBWA/Dan Auckland)
Media: Tia Shaw (Whybin\TBWA/Dan Auckland)
Account Director: Cassidy Meredith (Whybin\TBWA/Dan Auckland)
Managing Partner: Kelly Bennett (Whybin\TBWA/Dan Auckland)
Studio: Peter Stockton (Whybin\TBWA/Dan Auckland)

Outcome
A five minute piece on nationwide television show ‘Close Up’ broadcast the full story to nearly 450 000 people. National online news website 3News also covered the story (average weekly impressions are 985 000 and many kiwis rely on this site up to the minute reliable news and information). In doing so, Knauf became a household name. And now potential customers have a place to explore: the online replica of Ophir, from their own-undoubtedly warmer-desktops, and then go shopping, with the online sales channel now going live

Relevancy
Strangers often get the cold shoulder and it’s no different in business. Quite simply this was the biggest product demo we could think of, and in the harsh climes of the South island, your actions speak louder than your words. Leading with brand behaviour instead of an ad campaign, provided a topical and very talk-able piece of branded utility, proving that Knauf (and their products) were true to their word.

Implementation
‘Warming up New Zealand’s Coldest Town.’ With a recorded winter temperature of – 22 degrees C, Ophir holds the record for being New Zealand’s coldest town. “Pipes freeze, taps freeze, the streets freeze, even vodka freezes.” Enter German brand Knauf, because they offered to insulate the whole town. All 50 residents got their homes insulated with Knauf’s environmentally friendly ‘Earthwool’ product, as did important communal buildings such as the Post Office and the Pub. Then online we created a topographic replica of Ophir right down to the brass tacks of the buildings and ‘brass monkey’ stories, which could be explored.

Client Brief Or Objective
Make an overseas brand, new to market, a household name. Knauf couldn't afford a nationwide ad campaign and didn't have nationwide distribution, so we created the biggest new product demo we could think of, that would get nationwide exposure, and would drive interest to an online channel.