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The Breakdown
Vitasoy · That's a Little Win
Vitasoy ran the same ad on both sides of the Tasman instead of two different ones
Most brands adapt a campaign for each market. Vitasoy's trans-Tasman out-of-home push uses one identical creative platform in Australia and New Zealand, betting that reach matters more than local tailoring.
4 min readOur analysis and study notes, not news reporting
The TL;DR (too long; didn't read)
- 'That's a Little Win' is Vitasoy's first fully integrated trans-Tasman out-of-home campaign, running through October via media agency Halfdome and out-of-home provider QMS, with one identical creative platform used in both Australia and New Zealand.
- It runs on QMS's Digital Large Format, City of Sydney and Gold Coast Street Furniture networks and The Convenience Network in Australia, and on Auckland Transport Street Furniture, large format billboards and full-bus wraps in New Zealand.
- Vitasoy's head of marketing says the goal was to feel immediate, personal and uplifting; no reach, sales or awareness figures have been reported, and the 'efficiency' and 'impact' language in the coverage comes from Vitasoy's and QMS's own executives.
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One creative platform, two countries
Running an identical campaign in Australia and New Zealand, rather than localising the creative for each market, is a straightforward way to get more out-of-home coverage from the same production budget.
It only works if the message doesn't depend on anything market-specific; a campaign about everyday routines travels more easily across the Tasman than one tied to a local event or reference.
Read the original reporting