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Best In Show & Grand Effie

26th September 2003

The two top awards at the EFFIE advertising effectiveness awards have gone to a road safety campaign and one for milk products.

The EFFIES celebrate the contribution advertising has made to marketing success and more than 500 people attended the event, staged by the Communications Agencies Association (CAANZ) in Auckland last night.

The top award of the night – Best in Show - went to Saatchi & Saatchi for the New Zealand Dairy Foods Anchorville campaign.

“Brave, integrated and effective marketing” say the judges. “This is the most challenging of commodity markets, one that has resisted the best campaigns in the past. The outstanding aspect of this entry is its success in building a new brand franchise for Anchor milk.”

The judges were impressed by the innovation of the marketing approach, spearheaded by well-targeted advertising with great cut-through, and a superb interactive website. They said the results clearly illustrate a successful synchrony between sales and advertising.

The Grand EFFIE is awarded to the winner of the Sustained Success category. It recognises products or services that have experienced sustained success for a period of at least three years. This year Clemenger BBDO won the big “E” for the Land Transport Safety Authority (LTSA) Road Safety Campaign 1995-2002.

The judging panel acknowledged that the subject matter – road safety – is difficult. To make campaigns like this work a clear sense of purpose, and superior consumer insights are required. A precise point of balance must be found which punches home a message, while avoiding viewer turn-off. Another huge challenge over such a long period of time is sustainability of results.

The judge’s view was that the LTSA campaign achieved all these objectives. They said New Zealand society’s attitudes had undergone a significant shift, and our families drive more safely because of these fine campaigns.

The overall number of entries to the EFFIE awards received this year was up 24% on last year.

Visit to view all winners

© Scoop Media

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