BELOWTHELINE Wins Big At APMA Awards

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BELOWTHELINE Wins Big At APMA Awards

New Zealand marketing agency BELOWTHELINE took home a gold and a bronze at last week's 2012 APMA Star Awards.

Celebrating the past year’s finest promotional marketing across Australasia, the 2012 award winners were announced at a black tie event in Sydney last Thursday night.

The only New Zealand agency to win gold, BELOWTHELINE took out the top award in the ‘best sponsorship leverage’ category for its ‘Game Plan’ promotion leveraging Sanitarium’s sponsorship of the All Blacks before and during the Rugby World Cup.

Pitching Weet-Bix as the preferred breakfast brand fuelling the ABs throughout the cup, the campaign resulted in a major lift in sales over the period. Massive cut-through saw an unprecedented number of New World stores and Countdown stores activate, with in-store five metre high goal posts the centre of displays.

The agency also received a bronze in ‘best small budget’ for its ‘Win A Designer Experience’ promotion tying Kapiti into the WOW Wearable Art Awards. Involving the creation of ‘instore theatre’ at point of sale and a major presence at the event, this campaign also saw an impressive increase in sales across all categories.

BELOWTHELINE director Ghanum Taylor who attended the award ceremony said the agency was over the moon to have achieved such recognition given the fierce competition and paid tribute to the clients and retailers involved

At total of 31 agencies had been shortlisted, with a 35 percent increase in the number of agencies and companies entering this year.

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