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.99 & Genesis Energy fuel New Zealand's reality TV

MEDIA ANNOUNCEMENT: FOR IMMEDIATE RELEASE

.99 & GENESIS ENERGY FUEL NEW ZEALAND’S REALITY TV FOODIE FRENZY, WITH NEW MKR ONLINE GAME

Auckland, New Zealand: Thursday, 2 October 2014

Creative retail agency specialists .99, and show sponsor Genesis Energy, are giving My Kitchen Rules NZ fans a first-hand taste of the drama they can’t get enough of, with the development of a fun and fast-paced online quiz.

The game, called Guess the Ingredients, launched earlier this week to coincide with the show’s move to Kitchen HQ. Mimicking the infamous pressure tests featured on the show, the game gives viewers the chance to see how well they perform in a race against the clock.

Players are given just 20 seconds to identify (from a shortlist) the correct ingredients and cooking techniques used in recipes recently featured on the show. Only those that get 100% correct are entered into weekly prize draws for top-of-the-range kitchenware products, or the grand prize – an ultimate foodie experience for two in Paris.

Ben Goodale, Managing Director .99 and justONE, says, “The brief was to give viewers and fans the chance to engage with the show like never before, and we think we’ve delivered on that in spades.

“We’ve worked with TVNZ and de-construct to develop the quiz on a responsive platform, ensuring it works optimally not just on desktop, but on the smart phones and tablets of viewers ‘dual screening’ during the show. Within the first day following its launch, the game was played over 4000 times – so we know MKR fans are loving this extra little bit of kitchen drama already,” Goodale adds.

To help keep fans on their toes, Guess the Ingredients will be live until the end of October, with featured recipes updated regularly as the show progresses.

The campaign has launched primarily via a new TVC (screened on-air as well as during TVNZ On Demand playback), and supported through social and digital channels on the TVNZ website and social media pages.

Guess the Ingredients can be played online at http://mkrnz.co.nz/play, and the TVC can be viewed via http://youtu.be/tYa_d8S2MX4

About .99 & justONE: Merging in 2013, the .99 / justONE partnership brings together leading talent across both retail and one-to-one specialist advertising. Established in 2003, .99 is widely regarded as the leading retail specialist-advertising agency in New Zealand, with a team of 120 staff providing creative ideas and production services to more than 15 of the country’s top retail brands.

Now partnered with pre-eminent, award winning one-to-one specialist agency, justONE, the two form a combined entity that also offers expertise in CRM, loyalty, database marketing and more. Both are part of the Clemenger Group, Australasia’s largest, most successful marketing communications company comprising more than 50 diverse advertising, marketing and related specialist units in Australia and New Zealand.

Credits

Agency - .99
Chris Long, Creative Group Head
Amy Cattanach, Art Director
Luke McArthur, Design
Rebecca Richardson, TV Producer
Sigi Spath, Director
Liz Harvey, Digital Producer
Colin Rebairo, Digital Planner
Rachel Aikin, Group Account Director
Murray Brock, Account Director
Anna Hampton, Account Manager

Client - Genesis Energy
Chris Watney, General Manager, Marketing
Jo Murphy – Brand Manager

TVNZ
Jodie Faulder – Project Manager
Samantha Taylor – Digital Producer
Gary Mulholland – Brand Manager

de-construct
Mark Mikloska – Creative Director
Shayne Liu – Front End Developer

ENDS

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