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


I Sing The Highway Electric: Charge Net NZ To Connect New Zealand

BMW is turning Middle Earth electric after today announcing a substantial contribution to the charging network Charge Net NZ. This landmark partnership will enable Kiwis to drive their electric vehicles (EVs) right across New Zealand through the installation of a fast charging highway stretching from Kaitaia to Invercargill. More>>


Watch This Space: Mahia Rocket Lab Launch Site Officially Opened

Economic Development Minster Steven Joyce today opened New Zealand’s first orbital launch site, Rocket Lab Launch Complex 1, on the Mahia Peninsula on the North Island’s east coast. More>>


Marketing Rocks!
Ig Nobel Award Winners Assess The Personality Of Rocks

A Massey University marketing lecturer has received the 2016 Ig Nobel Prize for economics for a research project that asked university students to describe the “brand personalities” of three rocks. More>>


Nurofen Promotion: Reckitt Benckiser To Plead Guilty To Misleading Ads

Reckitt Benckiser (New Zealand) intends to plead guilty to charges of misleading consumers over the way it promoted a range of Nurofen products, the Commerce Commission says. More>>


Half A Billion Accounts, Including Xtra: Yahoo Confirms Huge Data Breach

The account information may have included names, email addresses, telephone numbers, dates of birth, hashed passwords (the vast majority with bcrypt) and, in some cases, encrypted or unencrypted security questions and answers. More>>


Rural Branches: Westpac To Close 19 Branches, ANZ Looks At 7

Westpac confirms it will close nineteen branches across the country; ANZ closes its Ngaruawahia branch and is consulting on plans to close six more branches; The bank workers union says many of its members are nervous about their futures and asking ... More>>

Interest Rates: RBNZ's Wheeler Keeps OCR At 2%

Reserve Bank governor Graeme Wheeler kept the official cash rate at 2 percent and said more easing will be needed to get inflation back within the target band. More>>


Get More From Scoop

Search Scoop  
Powered by Vodafone
NZ independent news