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DDB takes the big Effie honours as Steinlager’s ‘We Believe’ romps home

After being denied at Axis, Steinlager’s ‘We Believe’ campaign rightly dominated last night with the grand Effie and three other golds, and, with awards for Yellow Toolbox and more glory for Volkswagen after it won the supreme award at the TVNZ-NZ Marketing Awards, DDB made it a double by taking the crown as the year’s most effective agency.  

Steinlager’s classic white can, which was first produced in 1981 and discontinued in 1992, made its return before the Rugby World Cup, backed up by a TV campaign showing a die-hard supporter who had vowed to drink his white can from 1987 the next time the All Blacks won the ‘Big Rugby Event’ and a simple but effective outdoor campaign. 

http://www.youtube.com/watch?v=lrv61awYz4A

When we asked how sales had gone just after the cup, the PR Shop’s Alysha Dingle told us 320,000 dozen had been sold as of 24 October, which was about 85 percent of what was produced. 

“It’s captured about a 1.3 percent share of grocery, so sits well inside the Top 20 beer SKUs and is the biggest can SKU in the market,” she said. “It has driven about 1.5 million litres of incremental sales to Steinlager. So a big success.”

While Todd Gordon, who was Lion’s premium beer marketing manager at the time, said it believed it had the best sponsorship property and said there would be no attempt to crash RWC sponsor Heineken’s party with any ambush marketing, it’s fair to say there were plenty of allusions to the tournament in the campaign. And because Heineken was on guard for any tomfoolery, the degree of difficulty of slipping through the loopholes makes the campaign even more impressive (it’s thought there was a pretty robust social media campaign waiting to be launched that would’ve pitched big bully vs. little Kiwi battler if there were any challenges from Heineken). 

As well as the top award, it took gold in the Fast Moving Consumer Goods (FMCG), Most Effective Integrated Campaign and Best Strategic Thinking categories, while DDB nabbed a silver for Volkswagen in the Consumer Durables category and a bronze for Yellow in the consumer services category. 

Pound for pound, Barnes, Catmur & Friends was probably the best performer on the night coming second on the points table with six Effies of its own, with Independent Liquor’s Boundary Road Brewery taking gold in the New Product or Service category and Most Effective Integrated Campaign and one silver, and Hell Pizza Roulette taking a gold in the Retail/Etail category and two bronzes. 

2degrees took the Most Effective Client of the Year award for its collaboration with Whybin/TBWA, which won gold in the Sustained Success category for its ‘Zero to 1 million in just three years’ campaign. 

Clemenger Group was playing up the performance of its network this year, saying BBDO put in a “dominant performance” and “won more awards and total points than any other agency by a significant margin”. 

At Axis there were a few furrowed brows when Ghost Chips (and also Steinlager) missed out on gold and then went on to win a yellow pencil at D&AD soon after. But it was rewarded this tine, with Clemenger BBDO taking the hardest challenge award, along with one gold for social marketing and another for Best Strategic Thinking.  

Colenso picked up the most awards across the most clients, but only took home one gold for Mountain Dew Skatepark in PR/Experiential, along with five silvers and a bronze spread between the Ice Bar Co. launch for Tip Top, the Pedigree Adoption Drive for Mars and Monteith’s ‘Sorry about the twigs, folks’ (Adoption Drive and Monteith’s twigs failed to back up the golds they won in Cannes). 

DraftFCB, which won the most effective
agency title last year and had the second highest number of finalists behind Colenso, had a disappointing night by its high standards, with just one silver and four bronzes. 

In total, judges awarded 14 gold, 11 silver and 14 bronze Effies. 90 finalist entries had been whittled down from 170 entries by 174 judges from the advertising, marketing and research professions over the three judging stages.  

“There were some tremendously strong entries that rose to the top with tight, well-crafted stories of business success driven by campaigns that were well thought through and perfectly executed,” says convener of Judges, Lew Bentley. “The winning campaigns all managed to show how they overcame difficult situations with a mix of clever strategy and compelling creative.” 

International guest judge Charlie Robertson, founder of the Red Spider Global network flew into Auckland for the final executive judging round. “Charlie brought an international perspective and a high degree of rigour to the final round of judging. His view was that the gold winners were genuinely world class,” says CAANZ chief executive, Paul Head.

Robertson, a veteran of several international Effie Award judging panels was impressed during his short stay.  

“What surprised me was the level of scrutiny and the challenge to actually get through to the final was a lot harder in New Zealand than in some other countries. The great thing about New Zealand is this is where the creativity is happening. There were some great insights, some fantastic ideas and some of the more intellectually challenging issues facing a small country with small budgets and how to tap into the New Zealand psyche was an education for me.” 

MAJOR EFFIE® AWARD WINNERS

Category: Grand Effie

Agency: DDB

Advertiser: Lion

Campaign: Steinlager – Believe

Category: Most Effective Client of the Year

Winner: 2degrees Mobile

Category: Most Effective Agency of the Year

Winner: DDB

Category: Hardest Challenge

Agency: Clemenger BBDO

Advertiser: New Zealand Transport Agency

Campaign: Legend

GOLD EFFIE® AWARD WINNERS

Category: Sustained Success

Agency: TBWA Digital Arts Network

Advertiser: 2degrees Mobile

Campaign: Zero to 1 million in just three years

Category: Best Strategic Thinking

Agency: Clemenger BBDO

Advertiser: New Zealand Transport Agency

Campaign: Legend

Category: Best Strategic Thinking

Agency: DDB

Advertiser: Lion

Campaign: Steinlager – Believe

Category: Most Effective Integrated Campaign

Agency: Barnes, Catmur & Friends

Advertiser: Boundary Road Brewery

Campaign: Boundary Road Brewery

Category: Most Effective Integrated Campaign

Agency: DDB

Advertiser: Lion

Campaign: Steinlager – Believe

Category: Most Effective PR/Experiential Campaign

Agency: ColensoBBDO

Advertiser: Frucor Beverages Ltd

Campaign: Mountain Dew Pinball Skatepark

Category: Social Marketing/Public Service

Agency: Clemenger BBDO

Advertiser: New Zealand Transport Agency

Campaign: Legend

Category: Retail/Etail

Agency: Barnes, Catmur & Friends

Advertiser: Hell Pizza

Campaign: Pizza Roulette

Category: Fast Moving Consumer Goods (FMCG)

Agency: DDB

Advertiser: Lion

Campaign: Steinlager – Believe

Category: New Product or Service

Agency: Barnes, Catmur & Friends

Advertiser: Boundary Road Brewery

Campaign: Boundary Road Brewery

Category Agency Advertiser Entry Title Metal
Charity/Not for Profit .99 Westpac Chopper Silver
Charity/Not for Profit ColensoBBDO Mars Pedigree Adoption drive Silver
Social Marketing/Public Service Clemenger BBDO New Zealand Transport Agency Bloody Legend Gold
Social Marketing/Public Service DraftFCB Electricity Authority What’s My Number? Bronze
Retail/Etail Barnes, Catmur & Friends Hell Pizza Pizza Roulette Gold
Retail/Etail Publicis Mojo Auckland Hallenstein Brothers The Power Of The Suit Bronze
Fast Moving Consumer Goods (FMCG) DDB Lion Nathan Steinlager – Believe Gold
Fast Moving Consumer Goods (FMCG) ColensoBBDO Frucor Beverages Ltd Mountain Dew Pinball Skatepark Silver
Consumer Durables DDB Volkswagon VW Amarok Silver
Consumer Services Special Group Unitec Unitec – Change Starts Here Silver
Consumer Services Special Group NZ Tax Refunds WooHoo Bronze
Consumer Services DDB Yellow Yellow Toolbox Bronze
New Product or Service Barnes, Catmur & Friends Boundary Road Brewery Boundary Road Brewery Gold
New Product or Service ColensoBBDO Tip Top The Icebar Co. Silver
New Product or Service Z Energy Z Energy Z is for New Zealand (The Launch of Z) Bronze
Limited Budget: less than $300,000 justONE Farmlands Trading Society Limited The Party of the Year Bronze
Most Effective Integrated Campaign Barnes, Catmur & Friends Boundary Road Brewery Boundary Road Brewery Gold
Most Effective Integrated Campaign DDB Lion Nathan Steinlager – Believe Gold
Most Effective Integrated Campaign DraftFCB Electricity Authority What’s My Number? Silver
Most Effective Integrated Campaign .99 Westpac Chopper Bronze
Most Effective Digital/Social Media Campaign Barnes, Catmur & Friends Boundary Road Brewery Boundary Road Brewery Silver
Best Strategic Thinking Clemenger BBDO New Zealand Transport Agency Bloody Legend Gold
Best Strategic Thinking DDB Lion Nathan Steinlager – Believe Gold
Best Strategic Thinking ColensoBBDO Frucor Beverages Ltd Mountain Dew Pinball Skatepark Silver
Best Strategic Thinking Barnes, Catmur & Friends Hell Pizza Pizza Roulette Bronze
Best Strategic Thinking DraftFCB Mitre 10 (NZ) Limited The Easy As Guide to a Distinctive DIY Experience Bronze
Best Strategic Thinking DraftFCB Electricity Authority What’s My Number? Bronze
Most Progressive Campaign ColensoBBDO Frucor Beverages Ltd Mountain Dew Pinball Skatepark Silver
Most Progressive Campaign ColensoBBDO DB Monteith’s DB Monteith’s – Sorry about the twigs, folks Bronze
Most Progressive Campaign Barnes, Catmur & Friends Hell Pizza Pizza Roulette Bronze
Most Effective PR/Experiential Campaign ColensoBBDO Frucor Beverages Ltd Mountain Dew Pinball Skatepark Gold
Most Effective PR/Experiential Campaign Saatchi & Saatchi Toyota Top to Bottom Bronze
Sustained Success TBWA Digital Arts Network 2degrees Mobile 0 to 1 million in just three years Gold
Sustained Success bcg2 Lion Grants Corner to Corner 2009 – 2012 Silver
Sustained Success DraftFCB Ministry of Social Development/Families Commission Campaign for Action on Family Violence: Influencers Bronze
Hardest Challenge Clemenger BBDO New Zealand Transport Agency Bloody Legend Gold
Agency of the Year DDB Gold
Client of the Year 2degrees Mobile Gold
Grand Effie DDB Lion Nathan Steinlager – Believe Gold

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