Mitre 10 launches AUNZ’s first YouTube Ad on Pause for 50th birthday campaign via FCB Media

Mitre 10 New Zealand and FCB Media launched AUNZ’s first YouTube Ad on Pause as part of the retailer’s 50th Birthday campaign in June.

To celebrate the milestone, Mitre 10 had a huge cash prize pool to share with its customers. The job for their partners at FCB Media was to make the campaign and giveaway unmissable by audiences and as easy as possible to enter.

Says Agatha Zeimianska, head of digital planning, FCB Media: “One of our goals to make Mitre 10’s 50th birthday memorable and impactful was to try something new and innovative in the digital advertising space. The opportunity to partner with Google to launch YouTube Ad On Pause in Australia and New Zealand fit that brief.”

With over 2 million Kiwis streaming YouTube on TV, the new format offers a fresh way to drive engagement in high-impact, non-interactive environments, taking over the entire CTV screen when viewers pause their content and providing a compelling call to action for audiences.

Says Jules Lloyd-Jones, chief marketing officer, Mitre 10: “It’s great that after 40+ years of partnership, FCB continues to bring innovative media thinking to the table to help us find new ways to connect with our customers.

“We jumped at the opportunity to be first to market with Ad On Pause, thanks to FCB’s close relationship with Google.”

Says John Waltmann, retail industry manager at Google: “FCB’s move to try new things on YouTube with Mitre 10’s campaign shows what a test-and-learn approach can do. This collab is a perfect example of how being open to fresh ideas can really boost your brand and set you up for winning in the long run.”

Client: Mitre 10 New Zealand
Agency: FCB Media