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New Zealand’s Creative Recipe for Small Budget Advertising

In the current downturn, marketing is one area where businesses are cutting costs. But are huge marketing budgets good value for money? Or is it all in the messaging? Perhaps the downturn presents an opportunity for agencies and institutions to rethink how they advertise? The New Zealand Government has set an example of what is possible with their recent campaign Keep It Real Online – about kids staying safe on the internet. The ad on pornography went viral, racking up more than 22 million views worldwide. It is one amongst a series of successful low-budget ads tackling sensitive social issues. The Daily spoke with Dan Fastnedge – Lecturer in Advertising Creativity at Auckland University of Technology – about getting creative on a small budget.

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