The trade blogs are renowned for snarky, often anonymous comments that call into question the motivations for campaigns or their claimed success. But as part of it drive to get more entries for the upcoming Effie awards, CAANZ and .99 are aiming to show that, due to the focus on real-life results rather than the shiny, new and enticing, a trophy in this awards programme will go a long way to silencing those critics.
In a release, CAANZ says the "invisible trolls that seek to undermine and criticise other people’s work, often fuelled by their own envy" are "a blight on our industry and an increasing embarrassment for agencies and marketing teams alike". So the campaign revolves around transforming negative anonymous comments based on posts made recently on New Zealand advertising blogs into positive feedback once the unique shape of an Effie trophy is placed over the top.
“Effies are all about demonstrating just how effective your work is, and decisions about whose campaigns are the best are based on results,” says Ben Goodale, managing director of .99 and justONE. “We've all read those nasty blog comments so we thought a campaign that showed how to prove them wrong was a lovely disruptive approach to engage entries this year.”
CAANZ chief executive Paul Head echoes these thoughts and says “anonymous comments are a part of the phenomenon of blogging. However, the mere fact that authors do not need to add their name to their opinions means spiteful comments are aired that would not otherwise have been written had the author not had the wall of anonymity to hide behind. It is time authors stood behind their comments and we hope this campaign from .99 will help to highlight the negativity that this anonymity sometimes brings to our industry.”
This campaign is being executed across online, eDM, DM, in-agency posters and a false cover on 500 targeted-copies of the latest NZ Marketing magazine.
The call for entries is now open with a closing date of 5 August 2014. Winners and finalists will be celebrated and awarded at the Gala dinner to be held at The Langham, Auckland on Thursday 9 October 2014.