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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.


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