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

 

Super Rugby: Parade To Celebrate Highlanders’ Win

The Dunedin City Council is urging people to come along on Monday to congratulate the team on its win in Wellington tonight. The Highlanders will leave from outside the Dental School at midday. More>>

ALSO:

Album Review: Donnie Trumpet And The Social Experiments: Surf

Chance the Rapper is one of my favourite rappers of the last couple years. He bought a uniquely fucked up, acid sound with his debut Acid Rap which has demonstrably influenced others including ILoveMakonnen and A$AP Rocky. It’s remarkable that, at such a ... More>>

Photos: Inside The Christchurch Arts Centre Rebuild

Lady Pippa Blake visited Christchurch Arts Centre chief executive André Lovatt, a 2015 recipient of the Blake Leader Awards. The award celebrated Lovatt’s leadership in New Zealand and hisand dedication to the restoration of the Arts Centre. More>>

Running Them Up The Flagpole: Web Tool Lets Public Determine New Zealand Flag

A School of Design master’s student is challenging the flag selection process by devising a web tool that allows the public to feed their views back in a way, he says, the current government process does not. More>>

ALSO:

Survey: ‘The Arts Make My Life Better’: New Zealanders

New Zealanders are creative people who believe being involved in the arts makes their lives better and their communities stronger. Nine out of ten adult New Zealanders (88%) agree the arts are good for them and eight out of ten (82%) agree that the arts help to improve New Zealand society. More>>

ALSO:

Wellington.Scoop: Reprieve For Te Papa Press

Following its review of the role of Te Papa Press, Te Papa has committed to continue publishing books during the museum’s redevelopment, Chief Executive Rick Ellis announced yesterday. More>>

Get More From Scoop

 
 

LATEST HEADLINES

 
 
 
 
Culture
Search Scoop  
 
 
Powered by Vodafone
NZ independent news