NZ Diary Foods, Air NZ, & Road Safety Effective
CAANZ MEDIA RELEASE
26th September 2003
CELEBRATING ADVERTISING RESULTS – NZ Diary Foods, Air New Zealand, and Road Safety voted most effective campaigns
Saatchi and Saatchi with its ‘Anchorville’ campaign, Colenso BBDO with Air New Zealand’s ‘revival’ advertising and Clemenger BBDO and its road safety campaign scooped the top prizes in the second EFFIE advertising effectiveness awards held last night in Auckland.
The EFFIES celebrate the contribution advertising makes to marketing success and more than 500 people attended the event, staged by the Communications Agencies Association (CAANZ).
More than 90 entries were entered for awards this year with a total of 34 awards being handed out.
Saatchi & Saatchi walked off with nine including Best in Show for NZ Dairy Foods ‘Anchorville’, a Gold for their Kidz First Neonatal Intensive Care Unit campaign, four Silver and two Bronze.
Judges said the objectives for the Kidz First campaign involved more than just money for South Auckland Health, and the issue “transcended local concerns, to become a national cause”. The judges said the New Zealand market is “compassion-fatigued”, and its gatekeepers, the media, fatigued and blasé so major creative insight was needed to overcome this inertia. The judges thought the campaign did more than just pluck at heartstrings – it garnered legitimate attention from news media, ensuring its success.
Colenso BBDO won three Golds, two for Air New Zealand and another for Frucor Beverages. Air New Zealand’s Vice President of Marketing & Alliances, Ed Sims also won Marketing Professional of the Year. Making up Colenso’s total of seven included an additional two Silver and two Bronze awards.
Insight Consultants were another Gold winner for client GlaxoSmithKline while Republik Communications won a Gold and a Bronze for client Microsoft New Zealand. The judges felt the Microsoft campaign left no stone unturned in finding opportunities for media impact. They thought the campaign was executed in a thorough and professional way, and showed a clear understanding of the target audience. All communication elements were well integrated to achieve optimum results.
Clemenger BBDO won the Grand EFFIE for the Land Transport Safety Authority (LTSA) and two Silver awards for the New Zealand Netherlands Foundation.
Agency BIS Grand EFFIE Gold Silver Bronze Agency Prof Mkting Prof Total per Agency
Clemenger BBDO 1 2 3
Colenso BBDO 3 2 2 1 8
DDB 1 1 1 3
FCB New Zealand 1 1
GeneratorBates 1 1
Insight Consultants 1 1
Mercato Communications 1 1
Redrocks Advertising 1 1 2
Republik Communications 1 1 2
Saatchi & Saatchi 1 2 4 2 9
Whybin TBWA 1 1
WOW Rapp Collins 1 1
Young & Rubicam Advertising 1 1
Total 1 1 7 12 11 1 1 34
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