ROSIE'S WORLD
Bringing to life New Zealand’s cowbassador
Character Development
Multimedia Production
Long-term Campaign Approach
Multimedia Production
Long-term Campaign Approach
Rosie’s World is a safe, fun and educational space loaded with interesting facts about the New Zealand dairy industry. In 2011, we developed Rosie the Cowbassador for DairyNZ out of a need to tell the dairy story to a generation of kids who would have never stepped foot on a farm and believe that milk comes from a supermarket.
PROCESS
There are not many campaigns with layers as extensive as Rosie. We’ve developed a fully animated character with Flux Media, a stage show that’s toured the country, over 25 short moovies, 2 storybooks with Random House, 11 online games and 3 apps with InGame. And on top of all this, we bring the creative to life through clever content and placement strategy, running epic competitions that feature across WhatNow, Kidspot and Youtube driving kids to the website to hunt out the answers to quiz questions.
SOLUTION
Rosie is our solution to a long-term education and perception campaign, and it is fantastic to hear reports of kids, now-teenagers, having awesome memories of the different touch points developed over the 8 years she has been around. With each new year, we will continue to push the boundaries with new ideas and initiatives to keep the campaign fresh, and engagement at a maximum.
