The poignant ‘Mistakes’ TVC by Clemenger BBDO has taken out two top awards at the prestigious IPA Effectiveness Awards in London this week.
The anti-speeding narrative made for the New Zealand Transport Agency won a Gold award and the Tim Broadbent Prize for Best International campaign. It has now won gold at awards all around the world including the Eiffies and AdStars Festival, and it has been listed as one of 10 adverts worth sharing by TED Talks.
The story relies on viewers’ assumptions that they’re skilled enough to exceed the speed limit. The resulting TVC is now widely known in New Zealand but also the world.
In the first year after the 'Mistake' campaign launched, average speeds on New Zealand roads fell by 0.4km per hour on average, and it is projected to reduce the cost of accidents by $46 million. Using a conservative estimate that 10 percent of this saving was attributable to communications, the campaign is estimated to have returned $1.60 for every $1 invested.
But for the judges, the most important element of the campaign was how it created a conversation around speed amongst people who had stopped listening. “The judges were impressed by the great use of channels, recognising the pre-eminence of TV to create a national debate on the issue, which is essential to realising such a massive behavioural change,” says judge and global head of consumer planning at international beverage company Diageo, Andrew Geoghegan.
During the evening there were 11 gold, 13 silver and 15 bronze prizes awarded along with nine special prizes.
The special prizes include department store John Lewis’ ‘The gift that keeps on giving’ Christmas TVCs by adam&eveDDB and Manning Gottlieb OMD, which have been signaling the festive season in Britain since 2012. Their latest campaign gave a lonely man on the moon some Christmas cheer through a telescope.
Best multi-market went to Snicker’s for ‘Thinking like a Hollywood blockbuster’, with an advert that revels in Mr Bean’s below par Kung Fu skills, by AMV BBDO.
Best small budget went to Narellan Pools' 'Diving in bug data for Narellan Pools' by Affinity, which targets pool buyers online when they are most likely to purchase a pool – resulting in a ROI of AU$54 for every $1 of market spending.
BBDO won effectiveness network of the year, while best dedication to effectiveness went to Unilever. And the President’s Prize for commercial effectiveness for good went to Dove’s beauty campaign.
Check out the full list of winner’s here.