DraftFCB Grabs Gold at Market Research Awards
Tuesday 9 September
DraftFCB Grabs Gold at Market Research Effectiveness Awards
DraftFCB has been awarded gold in the media and advertising category of the Market Research Effectiveness Awards, for their work with electronics retailer Bond + Bond.
The Market Research Effectiveness Awards held on Friday 5 September were organised by MRSNZ (Market Research Society of New Zealand).
The challenge undertaken by DraftFCB was to unearth a fresh new consumer insight for Bond + Bond in a highly competive and well-scrutinised category. There was no new tangible offer or innovation to test or explore, nor any opportunity to develop one based on any wants or needs that were identified.
The research and resulting brand and campaign stratgies not only won gold but were instrumental in winning DraftFCB the Bond + Bond and Noel Leeming accounts in 2007.
DraftFCB Planning Director, David Thomason says of the work, "Retail repositioning is always very difficult when the store experience will remain largely unchanged. We had to unearth insight and a strategic angle that would enable us to lead customers to view that same offering in a different way."
He adds, "This award is a fantastic accolade for the great work that was done for the Noel Leeming Group pitch by the DraftFCB planning team."