Exclusive to StopPress, each month Kantar presents the Ad Impact Award to a brand making a big impact with their marketing efforts.
Expedia’s Aussie-created ‘where’s your somewhere?’ TVC has also resonated on this side of the ditch, with Colmar Brunton’s team choosing it as the winner of the Februrary Ad Impact award.
Nivea Sun has won the January 2015 Colmar Brunton Ad Impact award for ‘Take Care Out There’ for an ad created alongside American artist Thomas Leveritt that gives a very literal view of how sunblock can protect your skin.
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.
Goodman Fielder has picked up August’s Colmar Brunton Ad Impact Award for its spot featuring a baker attempting to evade a horde of villagers desperate to get their hands on a freshly baked loaf of Freya’s new low carb bread. PLUS: Reactive appointed Goodman Fielder’s digital agency.
Linea Weatherboard’s transformer ad, created by Federation and Waxeye takes out the Colmar Brunton Ad Impact Award for July with its hero ad featuring a transforming house.
FCB’s ad for Air New Zealand’s new seating options blew “most of our norms out of the water”, says Harriet Dixon, account director at Colmar Brunton. The ad has stolen the Ad Impact Award for June.
A coliseum, a thunderous crowd and charging warriors, all shot in ultra-high definition (UHD) in an Auckland Quarry. This was Samsung’s global spot for its curved UHD TV, which was shot by Kiwi Nathan Price, and it’s taken out the Colmar Brunton Ad Impact award for May. PLUS: Behind-the-scenes shots and a Q&A with Price.
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.
Since launching its over-arching Winning Happens tagline, NZ Lotteries and DDB have been aiming to show punters what it feels like to win. First up was its Instant Kiwi campaign, and next came Powerball and an overly-enthusiastic high-fiver called Craig. And it’s done the job and caught some attention, because that campaign has taken out the February round of Colmar Brunton’s Ad Impact Award.
Robin Williams’ stirring monologue from the Dead Poets Society pulled at the heartstrings sufficiently to ensure that Apple’s ‘Your Verse’ TVC for the iPad Air was awarded Colmar Brunton’s Ad Impact award for January.
A child promoting the joys of coffee might not initially seem like a good idea for a campaign, but Caffe Aurora’s ‘Stop Searching’, which follows Modern Family’s Rico Rodriguez as he hunts for the perfect espresso, has obviously caught the attention of the masses, because it has taken out the December round of Colmar Brunton’s Ad Impact Award.