Z Energy Showcases What 'Z Is for'

Z Energy (Z) has launched a new and extensive brand campaign refreshing its ‘Z is for New Zealand’ platform in partnership with Saatchi & Saatchi, MBM and Supernormal.

The campaign includes eleven light-hearted films highlighting different products or services Z offer. Some nicely observed life moments include: A face-painted auntie who understandably doesn’t want to pay at the counter today choosing to pay-at-pump. A guy plugging his EV into his Z home charger in his garage while wearing nothing but socks. A dad who picks up a much-needed coffee before picking up his three full-on kids. And a cat owner who gets home from the supermarket with everything but the cat food he was meant to remember.

Each of the spots ends with a genuine Z staff member ‘breaking the fourth wall’ and delivering a 'Z is for' line directly to camera, all done with a bit of a knowing wink.

The spots were directed by Supernormal’s Vince McMillan. Vince was chosen by Saatchi & Saatchi for his ability to capture Kiwi humour and stories with a certain authenticity. His well-loved NZ television series 'Kura' being great evidence of this.

Adds Steve, “Having a brand song that has found its place in New Zealand popular culture is a luxury few brands get to enjoy. Vince made the most of this by embedding the song into our stories as if it’s playing within environments, like on a station forecourt or in a lunchroom, because it actually does.

‘Z is for New Zealand’ has been Z’s Energy positioning since its inception in 2010. This new campaign puts the focus firmly back on the customer and their everyday needs.

Says Debbie Byrom, head of marketing at Z, “Z has been woven into the fabric of New Zealand for well over a decade now. This campaign is designed to remind Kiwi of our tangible role in their lives by putting them at the centre of some warm humorous Kiwi stories. We simply want to remind New Zealanders of the many reasons we’re here for them.”

MBM has orchestrated the media mix of the campaign that began rolling out mid-July.

Complementing the AV running across TV and digital channels, the campaign includes over 40 different billboard and ads-on-pause executions with more reasons to pop into a Z. Numerous social-first content pieces will show up on screens over the next few months too.