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Media Awards Showcase Agency Innovation

The annual CAANZ Media Awards showcase the innovations and smart thinking that New Zealand media buyers, planners and directors are bringing to advertising campaigns.

The latest awards were announced at a function in Auckland on Thursday night.

The eight winning campaigns were for: the TAB, Women's Refuge, TV3, TVNZ, Hugo Boss perfume, AMI Insurance, Telecom Mobile, and the government agency, Child, Youth & Family.

Lynne Clifton, the executive director of the Communications Agencies Association, says the awards highlighted the sophistication of media thinking within agencies.

The innovations and achievements included:

a campaign that created interest in TV2's Saturday night movie slot by letting viewers vote by text message or telephone on what movie they wanted to see. (Agency: Saatchi & Saatchi)

the creation of an advertising segment called TAB Sports Desk to tie in with the latest sports news on TV3. (Agency: Clemenger BBDO)

a website that promoted a Hugo Boss perfume but also offered a unique tool for women to "make the first move" on men. (Agency: MediaCom)

co-operation between the advertising and editorial sides of the media for ads promoting Telecom's 027 movie guide service to be incorporated into newspaper movie guides. (Agency: Saatchi & Saatchi)

a sponsorship of the weather segment of the TV3 news by insurance company AMI, capitalising on both the "talkability" of weather and the link between weather and accidents. (Agency: DDB)

a campaign for a Women's Refuge appeal week that rejected a previous "television-only" approach and used a wide range of media in innovative ways to lift profit by more than 300%. (Agency: Saatchi & Saatchi)

a launch campaign for a teen-targeted television show, Being Eve, that surrounded the target audience with advertising messages and created new advertising spaces, with devices such as stickers next to the exit buttons on buses. (Agency: Colenso BBDO)

a pilot campaign in Whakatane against child abuse that gave local radio stations the flexibility to produce messages specifically relevant to the local community. (Agency: Saatchi & Saatchi)

"It's enormously exciting to see the country's agencies finding new ways to get messages through for their clients," says Clifton.

"What's also clear is that many of these ideas wouldn't have come off without close co-operation and partnership between agencies and media organisations."

For more information, including case studies of winning campaigns or illustrations, contact Lynne Clifton (09) 303 0435 or 021 5351290

CAANZ is the national body representing New Zealand's advertising and communications agencies.


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