Guys love music, cars and gaming.We partnered with New Zealand’s only dedicated 24/7 music channel, creating our own chilled out Sunday show. Each week musicians would drop in to jam with the hosts and talk about how they relax on Sundays. We created 5 second TVCs introducing chilled out videos that were strategically placed to play following a heavy rock track. These TVCs ran across the entire channel.We developed interviews with local personalities that ran as content on New Zealand’s most popular gaming and car websites. In the interviews, our personalities talked about how they liked to chill out and relax.Catching up on your favourite TV shows online continues to grow. We partnered with TVNZ and created a new advertising unit delivering our Primo message whenever anyone pressed the pause button. Finally, we worked with X-Box to run PRIMO messages within the action replays from the game.

A short six months after re-launching PRIMO in June 2010 the brand’s performance has been nothing short of remarkable, turning previous declines of 7.9% in volume (litres) and 9.9% decline in dollar growth into an average 30% increase of volume and dollar growth.