Art & Entertainment | Book Reviews | Education | Entertainment Video | Health | Lifestyle | Sport | Sport Video | Search

 


Clown campaign no laughing matter

Clown campaign no laughing matter

Maritime New Zealand’s “Clown” lifejacket campaign has won four gold awards for media agency FCB Media at this year’s Communication Agencies Association of New Zealand (CAANZ) Beacon awards.

In addition, as the most highly awarded advertiser on the night, Maritime New Zealand (MNZ) was named Advertiser of the Year at the awards on Thursday (1 May), and the Clown campaign notched up wins in Best Use of Insight, Best Integrated Campaign, Social marketing/public service and Best Communications Strategy.

MNZ’s Education and Communications Manager Pania Shingleton said the Clown campaign, which featured a man left ashore dressed as a clown after refusing to wear a lifejacket on fishing trip, had been extremely well received.

“It was a well-remembered ad campaign which reached its target market – middle-aged men who are over-represented in boating drowning statistics,” she said. “More importantly, our research showed that it encouraged 29% of people who viewed the advert to wear a lifejacket.”

“The ‘Don’t be a clown’ message was also picked up by the media and public when discussing lifejacket use, which is a true indicator that an advertisement has been effective.

“FCB Media and MNZ built a highly innovative and effective media and social marketing approach, firmly based on research. It’s good to see a quality campaign, with a strong public safety message, being recognised.”

The CAANZ Beacon Awards (previously called the Media Awards) allow media agencies to showcase the thinking behind the delivery of their advertising campaigns.

ENDS.

© Scoop Media

 
 
 
 
 
Culture Headlines | Health Headlines | Education Headlines

 

TV3 Video: NZ Praised For Sportsmanship After Cricket World Cup Final Loss

New Zealand may have been outplayed in the Cricket World Cup final by Australia, but received praise worldwide for their graciousness in defeat. More>>

ALSO:

Earlier:

Werewolf: Finding Love In Hell

Will it really be 25 years in May since David Lynch’s Wild at Heart won big at Cannes, nabbing no less than the Palme d’Or? Amazing but true, and yet the film that was briefly Lynch’s most feted, now seems to be his most forgotten. More>>

ALSO:

Cricket: Dramatic Win Puts Black Caps In Finals

In Parliament: When Parliament resumed at 2pm the House passed a motion on a voice vote admiring the performance of the New Zealand cricket team in last night’s World Cup semi-final and wishing them well for the final on the weekend. More>>

ALSO:

Moon Shot/Kills Switch: The X Factor Judges Removed

MediaWorks has today decided that Natalia Kills and Willie Moon are no longer suitable to judge The X Factor and have removed them from the show. MediaWorks CEO, Mark Weldon, said that last night on The X Factor both Kills and Moon made comments that were completely unacceptable. More>>

ALSO:

Tessa Nichol: Up Up & Away In The Wairarapa

It’s an overcast morning in the Wairarapa but the mood on the ground in Carterton’s Carrington Park is anything but grey. More than 20 hot air balloons are getting ready to take off into the cloudy sky to mark the start of this year’s Wairarapa Balloon Festival. More>>

Golden Shears: Scotsman Wins Golden Shears Open Final

A Scottish shearer who settled in New Zealand to farm in Taranaki has become the first shearer from overseas to win the Golden Shears Open Shearing Championship. More>>

ALSO:

Get More From Scoop

 
 

LATEST HEADLINES

 
 
 
 
Culture
Search Scoop  
 
 
Powered by Vodafone
NZ independent news