Noel Leeming Unveils Tech Services Platform with Goldilocks-Themed Spot

Noel Leeming has launched its first campaign focused entirely on tech solutions services, showcasing the new 'NOELedge Services' platform as well as two new holiday season spots, thanks to creative agency partner, TBWA.

For over 50 years, Noel Leeming has been helping Kiwis with genuine knowledge and enthusiasm. With 'NOELedge Services', the retailer brings trusted expertise front and centre, offering in-store and at-home support that outshines the competition.

Fiona Taimana, general manager marketing at Noel Leeming, said, “NOELedge Services is all about helping Kiwis get the most from their technology, whether they’re at home or in-store. We’ve always had the knowledge and care; now we’re sharing it with the country in a way that’s fun, memorable, and unmistakably Noel Leeming.”

Shane Bradnick, chief creative officer, TBWA\New Zealand, said, “The latest work for Noel Leeming has been fun. From 'Goldilocks' to a 'Granny with a Flip Phone', we’re promoting how Noel Leeming shows up with care and expertise whenever and wherever Kiwis need it.”

The campaign launches with a 30-second AV spot titled 'Goldilocks', reimagining the classic fairy tale with a playful, modern twist. The spot exemplifies the NOELedge approach: friendly, knowledgeable staff tackling unique customer challenges with humour.

Building on the quirky, quick-fire interactions that have defined Noel Leeming’s AV content over the past two years, the work follows the success of the Supreme NOELedge platform, which recently picked up a silver Effie for retail.

Following 'Goldilocks', two 15-second spots - 'Frozen Guy' and 'Granny with a Flip Phone' -
will roll out for the festive season, continuing to showcase Noel Leeming’s approachable, expert service in fun, memorable ways.