Big haul for Colenso but Clemenger nabs top prize
Colenso BBDO won 11 trophies and was crowned most effective agency at this year’s Effie awards but sister agency Clemenger BBDO nabbed the grand prize.
The Communication Agencies Association of New Zealand (CAANZ) puts on the Effies annually to recognise and celebrate the overall effectiveness of an ad campaign, rather than its creativity.
The winning executions behind Colenso’s top accolades include its Must Be Milk campaign for Fonterra (gold in FMCG, bronze in integrated campaign and strategic thinking), Breast Cream for NZ Breast Cancer Foundation (silver in strategic thinking, bronze in charity and limited budget), and Real Claims for AMI (silver in consumer services), among others.
‘Legend’ still a hit
Clemenger BBDO’s recent work for the New Zealand Transport Agency’s (NZTA) Legend campaign won the sought-after Grand Effie and gold in the sustained success category.
The most recent iteration of the campaign, Local Legends, follows on from its renowned predecessors Ghost Chips and Donna Time. It features two local men who spot one of their friend’s children getting behind the wheel after a party, then offer to drive them home instead.
NZTA spent $8.1 million on advertising in the year ended June 2015, according to figures obtained by the National Business Review. Local Legends was pushed through television, radio, outdoor and in bars.
Colenso’s winning campaigns
Colenso’s Breast Cream campaign involved the launch of a moisturiser designed to encourage women to adopt a routine of checking themselves regularly for signs of breast cancer. Its wins add to a trophy cabinet already displaying a Gold Lion from this year’s Cannes Lions international festival of creativity.
The agency’s work on Must Be Milk for Fonterra used a five-year-old, a model, a dancer and their parents to reinforce the benefits of milk for healthy teeth, hair and muscles. The hair iteration of the campaign features a young model in what appears to be a shampoo ad, before Anchor milk is revealed as the reason for her luscious locks.
Real Claims for AMI is a series of animated ads that illustrated a few crazy insurance claims pitched to AMI over the years. One features a car rolling down a hill, hitting a caravan, then the neighbour’s boat which then torpedoed down the street, the other an unknown cat sneaking in through an open window, destroying a couch and a wall.
FCB rises to challenge of overseas borrowers
The award for the hardest challenge was given to FCB for its Finding the Unfindable campaign for Inland Revenue. While IRD thought the brief – to gather data and increase loan repayments from overseas-based student loan borrowers – was simple, Effies organisers thought it was anything but.
FCB used data from Facebook and LinkedIn to create a list of people highly likely to be overseas-based borrowers, then ran custom campaigns aimed at this list. Further programmatic buying and targeting resulted in a 60% increase in response rates across the campaign period. Finding the Unfindable also won gold in the most progressive category and silvers in digital/social media and social marketing/public service categories.
FCB’s Not Beersies campaign, which promotes drinking water instead of beer, won three bronze Effies for best strategic thinking, most effective integrated campaign and most progressive campaign.
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