NZ Media News

One NZ's 'Finding Jade' Campaign: A Masterclass in Long-Form Brand Storytelling

Monday, 13 April 20267 min read1 views

One New Zealand, in collaboration with McCann NZ, has unveiled the third chapter of its 'Finding Jade' narrative. This ongoing campaign demonstrates a commitment to sustained, emotional brand storytelling in a competitive market.

What Happened

•One New Zealand launched the third installment of its 'Finding Jade' campaign on 13 April 2026.
•The campaign was developed by McCann New Zealand and directed by Steve Ayson.
•This latest chapter continues a multi-part story arc, building on previous releases.
•The 'Finding Jade' series is a significant, long-term brand initiative for One NZ.
•The campaign aims to connect with audiences through an emotional, character-driven narrative.

Why It Matters for NZ Marketers

•This campaign highlights a major NZ telco's investment in long-term, emotional brand building over short-term promotional tactics.
•It showcases the effectiveness of sustained storytelling in fostering deeper consumer engagement in the New Zealand market.
•The use of a multi-chapter format provides a case study for NZ marketers on serial content strategies.
•It reinforces the importance of strong agency partnerships, with McCann NZ driving creative execution for a prominent local brand.
•In a crowded NZ telco space, this differentiates One NZ through narrative rather than solely price or features.

Strategic Implications

•Marketers should evaluate the potential for multi-part storytelling to build enduring brand equity and loyalty.
•Consider shifting focus from episodic campaigns to continuous narratives that evolve over time.
•Invest in high-quality creative production and strong agency relationships to execute complex storytelling effectively.
•Assess how emotional resonance can be cultivated through narrative to distinguish brands in competitive sectors.
•Develop integrated strategies that allow long-form content to be distributed and amplified across various channels.

Future Trend Signals

•Continued evolution towards brand-as-publisher models, creating proprietary content series.
•Increased emphasis on emotional intelligence and narrative depth in advertising to combat ad fatigue.
•Greater adoption of serial content formats that encourage audience anticipation and sustained engagement.
•Brands will increasingly leverage sophisticated storytelling to build community and foster deeper connections.
•The line between entertainment and advertising will further blur as brands invest in high-production value narratives.

Sources

One NZ and McCann launch third instalment of ‘Finding Jade’ story — StopPress

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