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TBWA\TEQUILA Bags The Big Lotus & Hits The Spot At Location Innovation Awards

Monday, 23 March, 2009: Auckland advertising agency TBWA\TEQUILA has picked up a coveted award at the Asia Pacific Advertising Festival (ADFEST), held recently in Pattaya, Thailand.

Over 3,300 entries from 33 cities entered this year’s competition, and TBWA\TEQUILA triumphed with an ‘Innova Lotus’ award, for its innovative adidas campaign titled adiThread.

“By using new technology we were able to include the names of All Black fans on the jerseys of the players themselves and get them closer to the team than ever before,” says TBWA\TEQUILA Executive Creative Director, Andy Blood.

A multifaceted print/outdoor/online/TV campaign was launched. Giant supersite billboards, press ads, bus backs, adshels with real signed All Blacks jerseys inside them, rich media web banners and in-stadium films drove fans to a highly interactive website.

Closer to home, TBWA\TEQUILA has also picked up three of the five top category prizes at the inaugural GeoSmart Location Innovation Awards held in Auckland last week. The awards, open to developers and agencies alike, were launched to inspire new location based marketing and application ideas and ‘bring the future forward’.

Judge, Luigi Cappel said on the night: “We were particularly struck by the way TBWA\TEQUILA\ demonstrated a good understanding of location based technology and an impressive ability to integrate that technology with great marketing ideas.”

Meanwhile, TEQUILA\ Creative Director, Ron Fielding noted: “As direct marketers our job is to get the right message to the right person at the right time. These awards have given us a really exciting insight into the power of doing all of that - in the right place”.


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