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Three in a row for TEQUILA


Three in a row for TEQUILA\ at Direct and Interactive Marketing Awards

Monday, 03 March, 2008: In an unprecedented achievement, TEQUILA\ Auckland’s work scooped two Gold Awards, a Silver and the coveted RSVP Grand Prix at this year’s RSVP Direct and Interactive Marketing Awards – the third consecutive Grand Prix win for TEQUILA\.

This year’s win was for a viral campaign to promote Oxfam New Zealand’s ‘Unwrapped’ promotion. TEQUILA\, together with animation company Krafthaus and digital supplier TouchPoint, made a ‘pop music video’ for the band “Oxfarm”. Their song, “Don’t buy crap this Christmas” enticed more people than ever before to forgo Christmas presents for their friends and family and donate money to Oxfam instead.

TEQUILA\ MD Mike Larmer was blown away by this year’s success. “It’s another great year for TEQUILA\,” he said. “But the best thing about the RSVPs is that it’s about great work that gets results. Our Oxfam piece won because it delivered outstanding results for the client, and indeed for people who need extra help all over the world,” he said.

The triumph comes hot on the heels of TBWA\Whybin’s success at Cannes, where the agency became the only outfit in the Southern Hemisphere, ever, to win two Grand Prix in the same year.

Group CD for TBWA\Whybin\TEQUILA, Andy Blood, commented: “It takes a whole village to raise a child. And the Oxfam Grand Prix is living testament to that. A seamless collaboration between Tequila and TBWA creative teams, it also wouldn’t have happened without some very generous help from some unsung players: Joel Tobeck, Bruce at DP, and Krafthouse in Wellington.”

Sue McCarty, Chief Executive of the Marketing Association, said “TEQUILA’s ‘Unwrapped’ campaign for Oxfam NZ succeeded on so many levels, not least of which was the worthy cause involving the sending of highly practical and valuable gifts from Kiwis to parts of the world in desperate need.

The fresh approach taken by TEQUILA\ including a humorous viral video, allowed Oxfam to connect to a much wider group of generous New Zealanders.
And all of this was achieved on a very modest marketing budget. Congratulations to TEQUILA for the third consecutive year!”

In addition to the Grand Prix, TEQUILA\ was also awarded a Gold for Sales Generation (Oxfam), a Gold for Shoestring Budget (Oxfam) and a Silver for Customer Acquisition (ASB and Pago). Also, TEQUILA\ once again delivered some of the best crafting awarded this year with the Best Copy and Best Overall Creative RSVPs for a piece of work called Apology.

The NZ Direct and Interactive Marketing Awards, organised by the
Marketing Association, comprise two series of awards: the New Zealand Post RSVP Awards, for the best examples of direct marketing campaigns judged on strategy, creative, and results; and the NEXUS Awards, for the best products, services and processes that drive campaigns.


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