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

 
Scoop Review Of Books: Trading Places

Greg Clydesdale, a lecturer in business at Lincoln University, has written a comprehensive account of global trade from the seventh century to modern times. More>>

Sheep: Shearing Record Smashed In Hawke’s Bay

Three shearers gathered from around New Zealand have smashed a World record by 264 sheep despite the heat, the pumiced sheep of inland Hawke’s Bay and a year’s wool weighing an average of over 3.5kg a sheep. More>>

ALSO:

Carrie Fisher: Hollywood In-Breeding & The Velocity Of Being - Binoy Kampmark

There was always going to be a good deal of thick drama around Carrie Fisher, by her own confession, a product of Hollywood in-breeding. Her parents, Debbie Reynolds and the crooner Eddie Fisher, provided ample material for the gossip columns in a marriage breakup after Eddie sped away with Elizabeth Taylor. More>>

  • Image: Tracey Nearmy / EPA
  • Gordon Campbell: On The Best Albums Of 2016

    OK, I’m not even going to try and rationalise this surrender to a ‘best of’ listicle. Still…maybe there is an argument for making some semblance of narrative order out of a year that brought us Trump, Brexit and the deaths of Prince, David Bowie, Leonard Cohen and Alan Vega, who I missed just as much as the Big Three. So without further ado….oh, but first a word from the sponsor More>>

    Emojis: World’s First Māori Emoji App Launched

    It’s here - the world’s first Māori emoji app Emotiki has landed just in time for summer roadtrips and santa stockings, with 200 Māori and Kiwi cultural icons for people to share their kiwiana moments with each other and the world. More>>

    ALSO:

    Howard Davis: Album Of The Year - Van Morrison's 'Keep Me Singing'

    2016 was a grand year for Van The Man - The Belfast Cowboy turned 71, received a knighthood, and reissued an expanded set of soul-fired live recordings from 1973 ('It's Too Late to Stop Now'). In the game for 53 years now, Morrison's albums consistently open new windows into the heart and soul of one of the most enigmatic figures in modern music. More>>

    Get More From Scoop

     
     

    LATEST HEADLINES

     
     
     
     
    Culture
    Search Scoop  
     
     
    Powered by Vodafone
    NZ independent news