Anthem was engaged to help the newly formed WSP Opus launch its brand into the New Zealand market. The aim was to introduce WSP Opus’ augmented offering, brought to bear by the company’s 43,000-strong team of engineers, architects, behavioural scientists, engineers, planners and innovators around the world.
Anthem concepted an advertising campaign aptly named ‘Glocal Pioneers’ to showcase WSP Opus’ unique blend of global expertise and local knowledge.
Partnering with True, Anthem produced four creative executions displaying iconic New Zealand settings that feature WSP Opus’ New Zealand infrastructure projects, juxtaposed with the firm’s iconic global infrastructure projects. The London Shard, the Dubai Wheel and Kuala Lumpur’s Petronas Towers are all pictured alongside familiar local New Zealand infrastructure, such as the Auckland Harbour Bridge, Wellington Beehive and Clyde Dam.
The eye-catching creatives featured nationally in print and online, including the NZ Herald, Christchurch Press, Dominion Post, Otago Daily Times, Idealog and NZ Business. Outdoor mediums included billboards and Adshels in Auckland, Wellington and Hamilton.
The advertising campaign complemented the media partnership with Newstalk ZB and NZME, which featured interviews with WSP Opus subject matter experts.
The campaign has had a total reach of 1.5 million since its launch and driven 70 percent more traffic to the WSP Opus website – 50 percent of these new visitors used the specific campaign URL.