NZ company wins Gold & Best International Prize

IPA PRESS RELEASE: STRICTLY EMBARGOED UNTIL 23:30 (UK TIME) WEDNESDAY 2nd NOVEMBER 2016

Speeding to victory: Clemenger BBDO Wellington wins Gold and Best International prize at prestigious IPA Effectiveness Awards

Clemenger BBDO Wellington’s campaign for the New Zealand Transport Agency was awarded a Gold award and the Tim Broadbent Prize for Best International campaign at the IPA Effectiveness Awards, the world’s most rigorous and prestigious industry Awards scheme, which took place in London this evening (2 November 2016). The Awards showcase and reward campaigns that demonstrate their marketing payback, and provide the richest communications database in the world (www.ipa.co.uk/ease).

The campaign acknowledged that most speeding drivers believe they’re skilled enough to exceed the limit; everyone else is the problem. The campaign’s anti-speeding film relied on this assumption for its impact, gaining international fame. More importantly, it created a conversation about speed amongst people who had stopped listening. In the first year after the campaign launched, average speeds on New Zealand roads fell by an average of 0.4km per hour, projected to reduce NZD 46m from the cost of accidents. Using a conservative estimate that 10 per cent of this saving was attributable to communications, the campaign is estimated to have returned NZD 1.6 for every NZD 1 invested.

Watch the video here: https://www.youtube.com/watch?v=m8tfcRp0RdA

Says Andrew Geoghegan, Global Head of Consumer Planning, Diageo and one of the Awards’ judges, “The judges were impressed by the great use of channels, recognising the pre-eminence of TV to create a national debate on the issue, which is essential to realising such a massive behaviourial change.”

In total, 11 gold, 13 silver and 15 bronze prizes, along with nine special prizes were awarded.

The full 2016 IPA Effectiveness Awards winners list:

Special Prizes:

Grand Prix – sponsored by Thinkbox

John Lewis, The gift that keeps on giving: John Lewis Christmas advertising, 2012 – 2015 by adam&eveDDB and Manning Gottlieb OMD

Best Commercial Effectiveness for Good (President’s Prize) – sponsored by Outsmart

Dove, Beautifully Effective: How Dove turned cultural resonance into ROI by Ogilvy

Effectiveness Network of the Year

BBDO

Effectiveness Company of the Year

adam&eveDDB

Best Dedication to Effectiveness (The Simon Broadbent Prize) – sponsored by Radiocentre

Unilever

Best Multi-Market – sponsored by Ipsos Connect

Snickers, Thinking like a Hollywood blockbuster by AMV BBDO

Best Small Budget – sponsored by MARSH

Narellan Pools, Diving into big data for Narellan Pools by AFFINITY

Best International (The Tim Broadbent Prize) – sponsored by Warc

Speeding (New Zealand Transport Authority), Mistakes by Clemenger BBDO Wellington

The Channon Prize for Best New Learning – sponsored by Newsworks

The Economist, Raising eyebrows and subscriptions by Proximity BBDO London and UM London

Gold winners:

• Art Fund, The art of framing by 101 London

• Direct Line, Direct Line: We Solve Problems by Direct Line Group

• Guinness, An effectiveness story Made of More by AMV BBDO

• John Lewis, The gift that keeps on giving: John Lewis Christmas advertising, 2012 – 2015 by adam&eveDDB and Manning Gottlieb OMD

• Macmillan, Macmillan Cancer Support: Making sure no one faces cancer alone, today or tomorrow by VCCP

• Narellan Pools, Diving into big data for Narellan Pools by AFFINITY

• Save the Children, Making embarrassing knitwear into something to be proud of by adam&eveDDB

• Snickers, Thinking like a Hollywood blockbuster by AMV BBDO

• Speeding (New Zealand Transport Agency), Mistakes by Clemenger BBDO Wellington

• Stoptober, Stoptober: a radical new way to get England to quit smoking by 23red and MEC London

• The Economist, Raising eyebrows and subscriptions by Proximity BBDO London and UM London

Silver winners:

• Dove, Beautifully Effective: How Dove turned cultural resonance into ROI by Ogilvy

• John Lewis Insurance, The power of true brand extension marketing by adam&eveDDB and Manning Gottlieb OMD

• Lidl, How Lidl found itself atop the grocer's Christmas tree by TBWA\London

• L'Oreal Age Perfect, How L’Oreal Paris Age Perfect transformed its fortunes by showing older women they’re still ‘worth it’ by McCann London

• Pepsi Max, Unbelievable by AMV BBDO

• Plusnet, The pride of Yorkshire: how Plusnet's adverts transformed its fortunes, against ever-increasing odds by Karmarama and Maxus

• Sainsbury's, Christmas is for Sharing by AMV BBDO

• Sensodyne, Solving Problems, Not Selling Benefits by Grey London

• Sixt, How Sixt challenged car hire culture, and changed its fortunes by Grey London

• The Guardian & Observer, Time for transformation by BBH London

• The Royal British Legion, Fortune favours the brave by RKCR/Y&R

• Three, Sorry (not sorry) for all the holiday spam by Wieden+Kennedy London

• Wall's, Getting the long tail wagging again: How Wall’s said ‘Goodbye’ to a serious business challenge by adam&eveDDB

Bronze winners:

• Coors Light, Van Damme good results: how Jean Claude transformed the fortunes of Coors Light by VCCP and ZenithOptimedia

• Costa, Creating a nation of coffee lovers by Karmarama

• Eurotunnel Le Shuttle, Eurotunnel Le Shuttle: Engineering Success by OMD UK

• first direct, Made for millennials by J. Walter Thompson

• First4Adoption, Start your adoption story by Kindred

• Kenco, Coffee Vs Gangs: How a strong brand purpose changed lives in Honduras and changed fortunes for Kenco by J. Walter Thompson

• Mattessons, The Mattesson'aissance by Saatchi & Saatchi

• McVitie's, McVitie's: Waking the sleeping giant by Grey London

• Officeworks, How Officeworks realised its own big idea by AJF Partnership and Initiative

• Santander, From “who?” to hero: how Santander became king of the switchers by The Engine Group

• Spies Travels, Do it for Denmark and Do it for Mom by Robert/Boisen & Likeminded and Spies Travels

• The Conservative Party, Winning the benefit of the doubt by M&C Saatchi

• UK Government, The missing millions - giving expats their voice by Ogilvy

• Volkswagen Commercial Vehicles, From manufacturer to service partner: How Volkswagen Commercial Vehicles did more with less by adam&eveDDB

• Volvo, “Or by”: how two little words made Volvo’s safety matter again by Grey London

The 2016 Awards are partnered with Thinkbox, Newsworks, OutSmart, Radiocentre, Warc, Ipsos Connect and sponsored by Marsh.

To view further details about the winning campaigns and additional effectiveness content including what the judges thought, visit www.ipa.co.uk/effectiveness or at WARC. You can also join the conversation on Twitter using #IPAEff.

The IPA is also publishing Advertising Works 23, which shows how marketing communications have helped organisations as diverse as Guinness, The Economist and Save the Children translate big ideas into impressive business results. The book also features insights from experts across the advertising industry, based on themes which complement the invaluable information on brands in the case studies.

The IPA also runs the Eff Test, a qualification designed to help planners identify and evaluate the planning and effectiveness measurement techniques that are central to understanding how agencies can create effective campaigns for their clients.

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