Ogilvy New Zealand have just shared a campaign case study for their big international promotion around Marmite. In case you don’t know Marmite it is a type of spread that people around the world either love or hate and this campaign was all about getting the passionate people involved with the brand for a large worldwide campaign. The idea was that with so many New Zealanders living as Ex Pats all over the world you could enter a competition to get flown home for free. Nearly 5000 people took part in the competition with many going to huge effort to sing songs and record videos as part of their entry before it was opened up to the general public to vote with another 15,000 then taking part. The campaign apparently generated over $650,000 in free advertising and media and got the entire country as well as Kiwis all over the world excited about the brand again. Even though this is a brilliant campaign it wouldn’t matter how good it was because I like many others hate Marmite but as you can see in the video plenty of people feel the exact opposite and love the stuff…