A June ‘Fuelling Sports’ campaign from Kiwi fuel brand Caltex and The New Zealand Sports Collective (NZSC) sought to boost secondary school sports participation by showing children (and parents) that there is more to sport than simply winning or losing – but that it also leads to lifelong friendships, boosts physical and mental well-being and ‘fuels feel-good moments in our communities’.
The multi-channel campaign, developed in harness with creative agency Chemistry, heroes the oil/petrol company’s NZSC partnership and brings to life their shared objective to support more young New Zealanders to participate in secondary school sports.
Informed by recent data showing dwindling numbers of kids participating in school sport and also statistics showing that 50% of Kiwis will experience a mental illness by the age of 18, Caltex and NZSC believe sports can set help everyone cope better with life’s challenges and the campaign reinforces this mission.
Launched on 23 June and spanning TV, OOH, online, broadcast and the Caltex petrol station retail network, the campaign aims to raise awareness of the NZSC organisation and its programmes and to help break down barriers faced by young people wanting to play sports.
As well as the ad executions themselves, the initiative also provides funding for things essential to keep youngsters in sport: from sportswear, team kit and equipment, to transport and facilities hire.
A regionally adapted TV spot rolled out across the country from 23 June, supported by billboards, posters, social content and a PR push, while the company’s ‘Good Sports Awards’ programme was also amplified digitally.
“There may have been a time when sports was all about celebrating the big win but for Rob Waddell and the NZSC, it’s all about collectively supporting and inspiring success for the next generation of Kiwi kids, which is why we’ve partnered alongside them,” explained Caltex NZ Marketing Manager Julie O’Brien. “We believe that in order for the next generation to succeed and reach their individual goals, there needs to be a collective effort behind them. Through our partnership with the NZSC, we can help secondary schools and their surrounding communities access more sports, more mentors and more opportunities to reach their goals, and we’re proud of that!”
Chemistry Business Director Marija Ewan added: “It’s been rewarding working on such a feel-good campaign, showcasing what a difference sport is making in young Kiwis’ lives with the support of Caltex and the NZSC. It was amazing to see the camaraderie between the kids and their love for sports. It really highlighted that sport should be accessible for all kids in New Zealand.”
Chemistry is an independent brand response agency that works with some of the country’s leading retail, automotive, financial services and consumer brands, including Jaguar Land Rover, State, AMI, NZI, Samsung, NikkoAM and MTF Finance.
The campaign was briefed in and created for client Caltex New Zealand Marketing Manager Julie O’Brien by a team at agency Chemistry which included Executive Creative Director Patrick Murphy, Senior Creatives Neill McAlpine and Jacqui Barry, Senior Designers Darryl Dustan, Courtney Tremewan, Paolo Alinea and Sophie Mossop, plus Business Directors Marija Ewan, Kimberley Warren and Craig Harrison.
The media agency was MBM with production handled through Reel Factory with
Director Laura Sargisson and Stills Photographer Daniel Max, while audio post was run through Radiate Studios.
Comment
An ambitious and admirable initiative (albeit from an oil company), but with a focus on TV and OOH, we can only ask whether these are the media platforms most effective at engaging the always-on digital and gaming generation.
While the international Caltex brand is owned by the US-based Chevron, in New Zealand it belongs to fuel distributor and service station operator Z Energy.
While the New Zealand Sport Collective (NZSC) is a ground-breaking collaboration between more than 30 sports – national sports associations and governing bodies, plus event orgnanisers team and leagues – created and brought together by Rob Waddell and Whakaata Maori with the aim of collectively achieving greater funding, participation and social outcomes than would normally be possible on their own.
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