Video | Agriculture | Confidence | Economy | Energy | Employment | Finance | Media | Property | RBNZ | Science | SOEs | Tax | Technology | Telecoms | Tourism | Transport | Search


NZ Army campaign wins online advertising award

12 May 2005

NZ Army campaign wins online advertising award

A team from Saatchi & Saatchi were last night (subs 11 May) named the winners of the XtraMSN X award for their online campaign for the NZ Army.

Tom Eslinger and Brian Merrifield from the agency’s interactive practice won their client $30,000 worth of advertising on XtraMSN, and themselves a trip to the Cannes Lions festival in June.

The interactive advertisement, which featured a challenge to assemble a rifle, was the clear winner according to international judge Jae Goodman.

“Personally I’m very anti-gun and anti-war,” he said, speaking via video conference to the guests at the Auckland award ceremony.

“But when I experienced this advertisement I was just driven to prove I was good enough for the NZ Army.

“When I experience a piece of communication that gets me to overcome my personal biases, I can’t help but be impressed.”

Goodman, who is Group Creative Director at Publicis & Hal Riney in San Francisco, says all of the advertisements he judged were universally appealing and as good as anything he’d seen from around the world.

Joint winner Tom Eslinger is the head of Saatchi & Saatchi’s interactive practice worldwide, though based in Auckland. He was the winner of the inaugural X Award in 2003.

The annual XtraMSN X Awards celebrate the creative excellence of agencies that use online advertising as part of their campaigns.

Telecom’s Head of Internet and Online Chris Thompson says that as the online advertising market continues to grow, more time and energy will be put into online advertising and the product will become even more impressive.

“The online advertising market in New Zealand was worth $15 million last year, and globally it’s close to $15 billion,” he says.

“The creativity we saw in the X Award finalists will continue to flourish as more agencies see the value of truly integrated campaigns, and invest in the online component as well as other new mediums.”

Goodman agrees, saying the arrival of real convergence opens up a whole new world for advertisers.

“Consumers don't know any better - they've never had a camera that plays music and makes phone calls before, so they've certainly never been marketed to using the impressive power of these devices.

“Try reaching consumers in a hundred new ways this year – take your messages out to all those new screens!”


© Scoop Media

Business Headlines | Sci-Tech Headlines


Voluntary Administration: Renaissance Brewing Up For Sale

Renaissance Brewing, the first local company to raise capital through equity crowdfunding, is up for sale after cash flow woes and product management issues led to the appointment of voluntary administrators. More>>


Approval: Northern Corridor Decision Released

The approval gives the green light to construction of the last link of Auckland’s Western Ring Route, providing an alternative route from South Auckland to the North Shore. More>>


Media Mega Merger: Full Steam Ahead For Appeal

New Zealand's two largest news publishers have confirmed they are committed to pursuing their appeal against the Commerce Commission's rejection of the proposal to merge their operations. More>>

Crown Accounts: $4.1 Billion Surplus

The New Zealand Government has achieved its third fiscal surplus in a row with the Crown accounts for the year ended 30 June 2017 showing an OBEGAL surplus of $4.1 billion, $2.2 billion stronger than last year, Finance Minister Steven Joyce says. More>>


Mycoplasma Bovis: One New Property Tests Positive

The newly identified property... was already under a Restricted Place notice under the Biosecurity Act. More>>

Accounting Scandal: Suspension Of Fuji Xerox From All-Of-Government Contract

General Manager of New Zealand Government Procurement John Ivil says, “FXNZ has been formally suspended from the Print Technology and Associated Services (PTAS) contract and terminated from the Office Supplies contract.” More>>