Launch follows a nationwide word search earlier this year as thousands flocked to The Warehouse's Facebook page to share their favourite parts of kiwi vocabulary
It's the game where it's totally fine to be looking for an "O for Awesome". The Warehouse has teamed up with Mattel to launch NZ's very own exclusive version of Scrabble, chocka full of 300 Kiwi words.
The final stage of the campaign launches Wednesday, with a TVC created by DDB, in partnership with The Warehouse's internal creative agency. Strategy and media support delivered by Omnicom Media Group (OMG) with media partnership and influencer activity led by Spark PR & Activate.
The Warehouse's head of marketing, Becki Butler said it has been a privilege to take Kiwi Scrabble from its creative infancy with Mattel, right through to this celebration of our unique culture.
Says Butler: "The Warehouse has been a part of New Zealand culture for more than 36 years, so this new version of Kiwi Scrabble gives us a chance to shine a light on our inimitable language, and do it with purpose and reason."
This is the first fully-integrated marcomms campaign The Warehouse Group has delivered in collaboration between its in-house creative agency, recently appointed media agency OMG, and long-standing partner DDB.
The TVCs, in market from Tuesday, feature Kiwi icons Jo Seager and David Tua and ignite the age-old debate over the who is the rightful owner of the 'Pavlova' - New Zealand or Australia.
Unsurprisingly the Aussies have included it in their version of the game too.
A Spark PR & Activate-managed media partnership with NZME, also launching this week, will settle the score over who owns the 'pav' once and for all. More will be revealed on that one to soon.
Kiwi Scrabble launched instore on 22nd September and, last week, The Warehouse in Manukau was renamed 'The Warewhare' with the store's sign being replaced and spelled out in Scrabble tiles. The Warehouse hosted a family fun day at the store with activities and The Hits Street Team onsite.
The campaign also features a first-to-market partnership for any NZ retailer with Google's Director Mix product on YouTube. Over 100 dynamic video bumpers connect the new Kiwi Scrabble words with viewers' interests, all running across a wide variety of YouTube content. Messaging also run across digital and traditional OOH and social, with a series of fun creative that heroes some favourite kiwi words from the game.view more - Creative
Advertiser: The Warehouse Group
Chief Marketing Officer: Jonathan Waecker
Executive Creative Director: Andrew Berglund
Post Production / VFX
Post Production Company: Creature
Sound Company: Liquid Studios
Creative Agency: DDB New Zealand
Copywriter: Veronica Copestake
Art Director: Julia Ferrier
Executive Creative Director: Shane Bradnick
Chief Creative Officer: Damon Stapleton
Account Executive: Georgie Foot
Senior Planner: Thinza Mon
Senior Business Director: Jaheb Barnett
Senior Business Manager: Georgie Levitt
Planning Director: Rupert Price
Lead Business Partner: Nikki McKelvie
Digital Strategist: Carina Egelhof
Media Agency: OMG
PR Agency: Spark PR & Activate
Production Company: Eight
Executive Producer: Dan Higgins
Director: Steve Saussey
Music Company: Liquid Studio
Genres: Dialogue, People
Categories: Retail and Restaurants , Online retailers