| The Gingerbread Haka travels the world |
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This year’s New Zealand Bakery of the Year competition was a huge success, all thanks to some fiercely cute gingerbread men issuing a real Kiwi challenge. If you haven’t seen the infamous viral of gingerbread men doing the haka yet, click here to see what people around the world have been talking about.
_________________________________________________________________________________________ The competition is run annually by the Baking Industry Association of New Zealand (BIANZ), but in 2007 was opened to public voting for the first time. With a shoestring budget to work with, BCG was tasked to get New Zealanders on board to vote for their favourite bakery.To reach as wide an audience as possible, the team combined DM promotional packs, a competition website and POS material with the gingerbread haka viral, which was sent to people around New Zealand. The result: 113 bakeries registered, almost four times more than in the previous year. And it wasn’t long until the viral caught on around the world, with over 4.5 million people viewing it from places as far away as Russia. It made international television and radio, even got talked about in the New Zealand Parliament, and was posted hundreds of times on YouTube, Facebook and forums around the world. Overall, it received media coverage worth nearly 20 times the campaign budget – proving that sometimes a big idea can overcome a small budget! Watch the video! Click here. |
