It was a busy September with a range of brands releasing new spots in the lead up to the warmer months of the year. There could, however, only be one Colmar Brunton Ad Impact winner, and this time we saw a repeat winner step up to the podium.
Marketing, advertising & media intelligence
Anchor's 'Protein plus 30' campaign by Colenso BBDO was the clear winner of the Ad Impact Award for August.
Another month, another round of TVCs hitting our screens and after feedback from New Zealanders, Colmar Brunton has crowned McDonald's ‘Middle Seat’ spot by DDB the February Ad Impact Award winner.
My Food Bag's 'Delivering bags of goodness' campaign by Saatchi & Saatchi came out on top in the latest round of Colmar Brunton's Ad Impact Awards, followed not far behind by Countdown's 'How good do savings feel?' spot by Ogilvy.
2degrees has come out on top of Colmar Brunton's August Ad Impact Award for its ‘Where does your data disappear to’ TVC, via Special Group and The Sweet Shop, which gets creative to explain mobile data to consumers.
AMI's quirky renters insurance ad by Colenso BBDO has been named July's Ad Impact Award winner for its entertaining delivery of the policy.
Briscoes scoops up Colmar Brunton’s most impactful ad award of 2015 for its family-geared Christmas spot
Briscoes' 'Xmas' ad took out the top spot in Colmar Brunton's overall Ad Impact award winners from 2015, successfully wooing audiences last year. Celebrating wins alongside the retailer are Vodafone and Dulux, which each nabbed a golden fist for the 'most enjoyable' and 'most persuasive' ads respectively.
The digital divide between generations is something that will presumably always be with us (and will be presumably always be equal parts entertaining and frustrating for the young folk who have to teach the oldies how to use new technology). But Vodafone reckons its tech ninjas can help. And its TV spot featuring a grandfather who is taught how to communicate with his grandson has taken out Colmar Brunton’s Ad Impact Award for September.
At the beginning of June, Gregg's released a high-energy brand ad that pulled its disparate product strings together. It was an explosion of colour that gave a nod to the brand's cheeky heritage by showing a range of mischievous Kiwi characters using the products in their own unique way. And with each segment playing out to to an infectious backtrack, the ad was an audio-visual feast that made jelly, coffee, spices, hot chocolate and food pastes look like party essentials. The creative efforts of FCB and the production skills of Flying Fish have now caught the attention of the team at Colmar Brunton, who have awarded the spot the Ad Impact award for June.
Vodafone's telco tear-jerker gets a fist bump after winning Colmar Brunton's most impactful ad of 2014
After a year of judging new brand ads in New Zealand, Colmar Brunton has announced that Vodafone and FCB's festive ad 'Dinner for two' has taken out the award for 2014’s Most Impactful Ad, with Samsung's G5 Days and Nestle Purina's 'Herding Cats' also claiming big fist trophies for the most persuasive and most enjoyable awards respectively.
Since launching its 'Do your thing better' brand a few years back, Vodafone has generally looked for laughs rather than warm fuzzies (although it managed to tug a few heartstrings with its Warriors stunt on mother's day). But it decided to focus on the emotional power of connection for its Christmas push and it's taken Colmar Brunton's Ad Impact Award for its efforts.
New World has been in fine marketing fettle in recent months, with two delightfully insane adverts involving bread-based real estate and vegetable-based romance and one mad ad for its netball sponsorship. And while its Christmas campaign wasn't quite so surreal, the ads featuring Santa Claus hiding in plain sight as a supermarket employee named Noel also caught viewers' attention and managed to take out Colmar Brunton’s Ad Impact award for November.
If the winner of Colmar Brunton's Ad Impact Award is any guide, you still can't beat a celebrity endorsement, because New Zealanders absolutely loved Samsung’s ad featuring All Black Izzy Dagg and the new Galaxy S5.
Remember the slightly creepy corporate robot ad in 2011 for Visa Paywave? It almost made cash look cool. But in April this year the marketing changed tack with a sepia-coloured, quirky fantasy world made of skate bowls and skater girls and boys. It made contactless Paywave cards look so smooth the ad took out the Colmar Brunton Ad Impact Award for April.
Want to know what an ad with massive impact looks like? Then check out Honda’s ‘Hands’ advert that aired in New Zealand during March and clocked up the highest impact score Colmar Brunton has seen since it began running the Ad Impact Award study in 2011.