A blog for the New Zealand creative advertising industry, now at www.campaignbrief.com/nz. Email news to: michael@campaignbrief.com

Thursday, November 08, 2007


Hot on the heels of the announcement that a global consortium comprising 42 Below founders Geoff Ross, Grant Baker and Stephen Sinclair and Hollywood big hitters Rich and Paul Franks have invested in the Hyperfactory, the NZ-based mobile marketing and media agency has now announced the launch of its Entertainment Division.
The launch will see the company reach out to a huge range of international clients from the music, film and television industries – helped no end by the involvement of the Franks and The Firm, one of Hollywood’s leading entertainment agencies.
The Hyperfactory CEO Derek Handley says, “This is a tremendous opportunity for us to connect with the international entertainment industry and entertainment fans around the world – we’re delighted to have this ‘super-group’ on board.
“The Hyperfactory has already had fantastic success in the entertainment arena – now, working closely with the Franks and The Firm in Los Angeles, we will be able to introduce mobile strategies to the entire industry.”
The Hyperfactory will set up a new Los Angeles office at The Firm’s offices in Beverly Hills, LA, in addition to offices in Auckland, New York, Shanghai, Hong Kong and India.
In awards news, The Hyperfactory has won three top gongs at the Adweek Magazine Buzz Awards, held to celebrate the best in international brand and media integration. It beat thousands of interactive advertising entrants to win Buzz Best in Show and Best Wireless Promotion for its groundbreaking campaign for Motorola (the campaign also won Best-In-Show/Creative Breakthrough at last month's OMMA Awards in New York), as well as Best Print for an all-NZ campaign for Wellington Zoo.
The Motorola "Say Goodbye" campaign was developed by the Hyperfactory, Ogilvy Hong Kong and Aura Interactive Australia. It allowed travellers at the Hong Kong International Airport to say goodbye to loved ones via their mobile phones, broadcasting their messages on giant video screens and receiving personal messages and exclusive mobile content from celebrities David Beckham and Jay Chow on their mobile phones.
The Best Print award-winning campaign for Wellington Zoo (pictured) saw The Hyperfactory join forces with Saatchi & Saatchi New Zealand and Hitlab NZ to introduce a new technology created by Chch human interface specialists Hitlab NZ called Augmented Reality to mobile phones. This made it possible to view a three-dimensional zoo animal on a print ad – simply by using the live camera feed on a mobile.
Users were invited to download software to their mobile – when the phone’s camera was placed over the print ad, the software initiated a 3D image of a bear, giraffe or cheetah on the user’s mobile screen. The user could view the 3D animal from all angles simply by moving their mobile phone around the marker image in the print ad.
And finally, The Hyperfactory has picked up seven finalist nominations for the MMAs, to be held in LA next week. Watch this space…


Anonymous Anonymous said...

Fantastic to hear of companies actually doing some innovative campaigns using mobile technology!
Great work Hyperfactory, look forward to seeing some of your future work!


9:59 AM NZDT

Anonymous Jello biafra said...

I went to lunch with the Hyperfactory a few weeks back and got absolutely legless at Prego.

It was beautiful.

3.30 in the arvo on a glorious friday, third bottle of pinot on the way via the ring-in waitress from some South American country, all seven other outside seats taken up with AdWankers (ok, one official member of the AdWankers Club).

From there it's all blank.

7:57 PM NZDT

Anonymous Spotswood. said...

Ixsnay on the Adwankers Clubsnay Jello.

8:45 PM NZDT


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