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DraftFCB does a number on everyone at Media Awards, takes third Best in Show in a row

In front of an almost capacity Langham conference centre young MC Oliver Driver had to shout to get attention. That’s becasue the 800-odd media and agency flunkies were riotessly celebrating their efforts last night at the  CAANZ Media Awards.

And the big winner? Well it was linked to the halting of interest and inflation rates last year, it forced the electricity industry to drop its pants and it has already won a host of the country’s big awards. And DraftFCB continued its golden run by following up from the last two year’s efforts and taking the Best in Show title for its work on Electricity Authority’s What’s My Number? campaign. 

233 entries were whittled down by 102 local media representatives and Mark Jenner, 2012 Media Awards convenor of Judges and head of digital at Telecom, said What’s My Number? earned the top title and four additional gold awards as a result to its outstanding media integration.

“The DraftFCB team drew on consumer insights to achieve a huge cut through in a tough market. Simply put, it was a really clever media strategy that rallied action from consumer,” he says.

The campaign drove over 400,000 users online to re-evaluate their power companies, resulting in the overall electricity market prices decreasing in response. Electricity prices dropped 0.3 per cent in the September quarter, only the third time in the past 40 quarters that retail prices fell.

When we talked with DraftFCB’s planning director David Thomason in August, he said the campaign had smashed all expectations and he was amazed at how quickly some of the power companies responded (Contact dropped its prompt payment price from 12 to 22 percent and acknowledged the campaign was the main reason for it, while Mercury came up with the Name My Number site).

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“[The reason people weren’t switching] was all about apathy, so we had to make it simple and fun, not rational,” he says. As such, the post-it notes on foreheads was an appropriate platform to get people interested and check out the site (Powershop even used one on Che Geuvara’s head for one of its campaigns).

SparkPHD wasn’t far behind DraftFCB with five golds, two for Instant Kiwi X-Factor, and one each for Four (with Special Group), The Libra Design Project and Street’s Paddle Pop. Naked and Ikon took home two golds for Coca-Cola Happiness truck and The Powerade Challenge and Naked, ACP and Special Group took gold for ecostore’s Little Treasures.

In a similar fashion to last year, OMD came away with just the one gold for the Mountain Dew Skatepark, despite leading the pack in terms of finalists, while Total Media was the other gold winner for Pedigree Adoption Drive.

Other big winners included MediaWorks TV’s Four, which was awarded media brand of the year after rapidly establishing its brand credentials over the past 12 months, reaching a high a few weeks back with the 500th episode of The Simpsons. The judges said Four has been effective in building both a strong audience and the faith of advertisers and agencies in a short time—and its performance appears to have vindicated the dual channel strategy implemented during the brief Jason Paris tenure.

Client of the year was awarded to Neeraj Lala, assistant general manager of Toyota, who was commended for the strategic, insightful and fresh way he has championed the agency-client relationship.

The 2012 inspiring individual award was jointly awarded to Alistair Jamison, chief executive of Starcom & ViVaki NZ and Liz Fraser, general manager of MSN. The judges believed that both Jamison and Fraser demonstrated outstanding passion and commitment to building great teams, and equally deserved the title for 2012.

Anna Chitty, US director, business development and marketing at PHD USA and one of the international judges (the local decisions were calibrated by a team of two international judges and two senior New Zealand marketers) was impressed with the quality of media thinking existing in the local market.

“The entries were brilliant—the New Zealand industry is thriving. I loved judging these, and I have to say it was no easy task.”

CAANZ media committee chair Derek Lindsay said the work on show was a testament to the talent within the local media industry, and proves how insight-driven media strategies can benefit business performance.

Best in Show DraftFCB Electricity Authority What’s My Number?
Client of the Year Neeraj Lala Toyota Client of the Year – Toyota
Media Brand of the Year MediaWorks TV FOUR
Inspiring Individual Award Alistair Jamison, Starcom
Liz Fraser, MSN
 

GOLD AWARDS

Financial / Government / Corporate / Services DraftFCB Electricity Authority What’s My Number?
Food / Grocery / Beverages (FMCG) OMD NZ & Colenso BBDO Frucor Beverages Mountain Dew Skatepark
Media / Entertainment / Travel & Leisure SparkPHD New Zealand Lotteries Capturing the hearts and minds of a new audience with Instant Kiwi X-Factor
Best Use of Digital Landscape DraftFCB Electricity Authority What’s My Number?
Best Use of Content SparkPHD SCA Hygiene The Libra Design Project
Best Use of Event / Activation Naked Communications & Ikon Coca-Cola Oceania New Zealand Coca-Cola Happiness Truck
Best Use of Event / Activation SparkPHD and Special Group MediaWorks FOUR: Repositioning a TV station through infamous entertainment
Best Use of Lead Medium: Audio / Visual SparkPHD Unilever – Streets Making the Paddle Pop Lion Famous Again
Best Integrated Campaign DraftFCB Electricity Authority What’s My Number?
Best Long Term Strategic Campaign Total Media Mars NZ Ltd PEDIGREE Adoption Drive
Best Smart Media Idea Naked Communications & Ikon Coca-Cola Oceania New Zealand The Powerade Challenge
Best Smart Media Idea Naked Communications with Special / ACP Ecostore Ecostore Little Treasures
Best Communications Strategy SparkPHD New Zealand Lotteries Capturing the hearts and minds of a new audience with Instant Kiwi X-Factor
Best Launch DraftFCB Electricity Authority What’s My Number?
 

SILVER AWARDS

Clothing / Retail / Fast Food OMD NZ Loyalty New Zealand Flats Extreme Trolley Challenge
Food / Grocery / Beverages (FMCG) Naked Communications & Ikon Coca-Cola Oceania New Zealand The Powerade Challenge
Food / Grocery / Beverages (FMCG) OMD NZ Heinz Wattie’s The Verdict on Spaghetti vs Baked Beans
IT / Telecommunications / Consumer Durables & Automotive OMD NZ Dulux NZ What’s your Dulux Colour of New Zealand?
IT / Telecommunications / Consumer Durables & Automotive Starcom / Saatchi & Saatchi / Aim Proximity / Wright Communications Toyota Toyota FJ Cruiser Top to Bottom
Media / Entertainment / Travel & Leisure OMD NZ Sony Computer Entertainment NZ Little Big Planet 2
Media / Entertainment / Travel & Leisure SparkPHD and Special Group MediaWorks FOUR: Repositioning a TV station through infamous entertainment
Best Use of Content Brandworld Lion Nathan The Mix
Best Use of Content OMD NZ & Colenso BBDO Frucor Beverages Mountain Dew Skatepark
Best Use of Event / Activation OMD NZ Loyalty New Zealand Flats Extreme Trolley Challenge
Best Use of Lead Medium: Out of Home Ikon Communications New Zealand Police NZ Police – Extraordinary Stories
Best Use of Lead Medium: Print Naked Communications with Special / ACP Ecostore Ecostore Little Treasures
Best Use of Lead Medium: Print Total Media NZ Sugar A Sweet Year
Best Use of Earned or Owned Starcom TVNZ Lookalikes
Charity ZenithOptimedia Auckland City Mission Become Someone’s Angel – Auckland City Mission
Best Integrated Campaign Naked Communications & Ikon Coca-Cola Oceania New Zealand The Powerade Challenge
Best Small Budget (up to $100k per annum) Naked Communications with Special / ACP Ecostore Ecostore Little Treasures
Best Small Budget (up to $100k per annum) OMD NZ Loyalty New Zealand Flats Extreme Trolley Challenge
Best Small Budget (up to $100k per annum) SparkPHD Unilever Lynx Labs: Lynx Dry 24 hour protection
Best Launch Starcom / Saatchi & Saatchi / Aim Proximity / Wright Communications Toyota Toyota FJ Cruiser Top to Bottom
Best Sales Proposal of the Year ACP Media Total Media/NZ Sugar ACP Media NZ Sugar
Best Sales Proposal of the Year APN News Media Yellow Yellow Pages
Best Sales Proposal of the Year MediaWorks TV New Zealand Lotteries Commission X Factor USA

 

 

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