The Real Erin Brockovich Takes Lead Role

MEDIA RELEASE
14 October 2007The Real Erin Brockovich Takes Lead Role In Noel Leeming Campaign

Well known US consumer advocate Erin Brockovich has agreed to work with New Zealand retailer Noel Leeming in what is regarded as a coup for the company.

Made famous by a film of her life starring Julia Roberts, Ms Brockovich appears in a new service campaign for the leading appliance and electronics retailer, the first time she has agreed to be associated with a company’s brand campaign.

Noel Leeming Group CEO Andrew Dutkiewicz says they selected Erin Brockovich because “she epitomizes the world’s toughest customer and sets a benchmark for our service goals”.

“We also believe she best represents the company’s own aspirations of integrity, tenacity, trustworthiness and honesty. When we researched New Zealanders about whom they felt encapsulated these traits, Erin Brockovich rated second only to Nelson Mandela,” Dutkiewicz says.

Best known for her investigation into toxic poisoning of residents in Hinkley, California which was made into a hit film in 2000, Erin Brockovich continues to be actively involved in numerous environmental cases, is President of Brockovich Research and Consulting and has recently been in the news with a project investigating a mining company in Perth, Western Australia.

Approaching Erin Brockovich was done in a very Kiwi fashion. “We simply picked up the phone and talked to her agent,” Roslyn Mortimer, Head of Marketing, Noel Leeming, says. What followed was typical Brockovich, who conducted ‘due diligence’ on the company before agreeing to be part of the campaign.

“We told her of our focus on integrity and service and how we strive to always place the welfare of customers and employees first. She obviously liked what she saw and readily agreed to be part of the campaign – so long as she could talk about whatever mattered to her most,” Mortimer says. “We agreed and the results are fantastic. Later she told us that she was on board the moment we mentioned the word integrity.”

The commercials show Ms Brockovich talking about her values and morals. Topics include: doing the right thing and behaving with integrity; sticktuitiveness; giving back to the community and those in need; caring for the environment; and looking after people.

“We understand that delivery on customer service is critical to our ongoing success. This campaign sets a high benchmark for us and our staff, and we will all work hard to reach it. We have already implemented a number of activities which are highlighted in the campaign and we are always looking to improve our service,” Andrew Dutkiewicz says.

Filming took place in Los Angeles in September over a nine hour day. Ms Brockovich basically spoke on a range of topics, mostly off the cuff and in her own words. The campaign kicks off on Sunday (14 October) following four days of teasers. Six further advertisements will be rolled out over the next 12 months along with print and in store advertising.

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