Exclusive insights, investigative reporting and detailed analysis on topics impacting the advertising industry in New Zealand.
The humble art of extracting every last drop of New Zealand’s favourite condiment resonates with the public and is the secret sauce behind Running With Scissors’ Upside Down Bottle commercial for Wattie’s, which wins Colmar Brunton’s February Ad Impact Award.
It’s certainly not the sexiest of products, but that hasn’t stopped Blu Tack’s colourful little monster from capturing the attention of Kiwis and taking out Colmar Brunton’s Ad Impact Award for January.
There was plenty of discussion about James Bond adding Heineken to his list of favoured tipples in Skyfall. But product placement/branded content/integration/cap in handing is an accepted part of the film and TV business these days (as Daniel Craig told Moviefone: “The simple fact is that, without them, we couldn’t do it. It’s unfortunate but that’s how it is. This movie costs a lot of money to make, it costs as nearly as much again if not more to promote, so we go where we can”). And the tie-in appears to be working for the brand because Heineken’s ‘The Express’ ad, which features the raspy tones of own Gin Wigmore, has won Colmar Brunton’s Ad Impact Award for October.
Bum wiping and high fashion are fairly strange bedfellows. But Kleenex’s Paper Dresses campaign has been mixing the two surprisingly well since it launched in 2009. And the final cog in this year’s nine-month campaign, which upped the ante thanks to a collaborative effort between Ogilvy, Kimberly-Clark and TVNZ, has come out on top of the September round of Colmar Brunton’s Ad Impact Award.
The Ad Impact Awards are often closely fought and the July round proved no exception, with both Steinlager Pure and V performing above the norms as impactful TV ads. But Taika Waititi’s comedic effort in DDB’s Steinlager Pure ‘When things are this good’ ad was too strong, pipping Colenso BBDO’s V Motion Project.
As one brave man does the half-time mercy dash to the liquor store to replenish stocks for the group during a footy match, it seems there’s little that can distract him from his sport, not even a slew of hot women who just happen to be lining the liquor store route. And, whether you agree with the stereotype or not, Tui’s ‘Halftime Distractions’ campaign by Saatchi & Saatchi and The Sweet Shop’s Stuart McDonald certainly seems to have hit its mark, taking out Colmar Brunton’s Ad Impact Award for May.
As part of the Ad Impact Awards, Colmar Brunton asked approximately 4000 Kiwi consumers for their thoughts on all of last year’s new brand ads and the top six were announced a couple of weeks back. But the big annual winner is 2degrees and TBWA\’s ‘Mission HQ’, which scored significantly above average across the board in all the key impact measures.
Who would have thought an ad for the humble pen could be so engaging? The new ad for Paper Mate’s InkJoy pens takes an everyday situation we can all relate to, adds humour sharper than a paper cut, and shows just how compelling stationery can be. In the process, it nabs itself January’s Colmar Brunton’s Ad Impact Award for the most Impactful new ad on TV.
It may be the new kid on the ice block, but Tip Top’s campaign for the Ice Bar Co., which was created by Colenso BBDO, overshadowed the rest of the competition to win the November round of Colmar Brunton’s Ad Impact Award. And, judging by sales, the products are proving popular with the slightly wrinklier target market.
The questions have been asked, the consumers’ votes have been tallied and Nestle’s Kit Kat Chunky ‘3’ campaign by JWT Sydney and Flying Fish’s Joe Lonie has come out on top in the June edition of Colmar Brunton’s Ad Impact Award.
With the monster truck, rocket man and ladders campaigns, Colenso BBDO’s marketing initiatives for V have gained a well-deserved reputation as attention-grabbers and conversation starters. And its latest push, which features a large paintball truck splattering humpty dumpty on a wall, has done it again, tickling consumers pink in May’s Colmar Brunton Ad Impact Awards.
Whittaker’s took the top spot in the April Ad Impact Awards for its fun take on good ol’ fashioned kiwi honesty in the Swear By The Slab campaign by Assignment Group.
The All Blacks are everywhere these days, flogging houses, beer, Coke Zero, undies, national airlines, deodorant, sporting gear and a massive range of other products. And after the consumer votes were tallied by Colmar Brunton for February’s round of the Ad Impact Award, Rexona’s All Black-laden ‘Rituals’ ad by Naked Communications Sydney and Curious Film’s Lance Kelleher has taken out the top spot.
In what some marketing experts claim is the best thing since sliced bacon, Colmar Brunton has joined forces with StopPress to bring you a new—and particularly useful—addition to the website. So, dear readers, let us introduce you to the Ad Impact Award, a monthly honour that will be bestowed on the TV brand ads that are proven to have the biggest impact on consumers—and therefore get more bang for the client’s buck and better results for the brand.