NZ Police reigns supreme at this year’s SMCAKLs

The third annual SMCAKLs were held last night, celebrating the best use of social media in the country, which saw NZ Police come away with the most coveted award of the night.

The awards were held at a cocktail event in Auckland, with more than 300 of New Zealand’s brightest marketing and social media people gathering for an evening of celebration.

Taking out the supreme award was the New Zealand Police for its ‘Running Man Challenge’ video, described by judges as “an absolute viral sensation”, which generated over 30 million views, inspiring remakes from around the world including New York, Scotland, Miami, Hollywood, San Diego, Finland and Australia. The Police even did a wee dance after collecting their award.

The awards celebrate the very best of social media in the country and this year’s finalists set the bar higher than ever, said judge and marketing director at House of Travel Ken Freer.

“The quality of entries this year was simply outstanding and showed just how much the use of social media in New Zealand has matured. And the fact that many of the campaigns, including the Supreme Awards winners, received global attention, shows what we’re doing here in New Zealand is truly world-class,” he said.

Finalists and winners were decided by an independent panel of judges, including Freer, Simone McCallum, senior digital content and social media manager at ‎ASB Bank; Sara Phillips, social media marketing manager at ANZ Bank; and Tom Bates, social influence director at Contagion.

Here’s the full list of winners for each of the five award categories:

Most Effective Social Media Campaign sponsored by IAG

Winner: Co-Operative Bank Good Kiwis campaign – Socialites


#BlacktoBlack (Rugby) – NZME
ANZ – Fortune Favours The Brave –  Whybin/TBWA
Co-Operative Bank Good Kiwis Campaign –  Socialites
Powershop – Baby Trump –  Special Group Limited
SKY #24hourrugbypeople – Fuse
Waikato Civil Defence – Waikato Civil Defence Group

Most Effective Social Media Campaign Under $20,000 sponsored by Vodafone New Zealand

Winner: Newstalk ZB Engagement Two Cow Economy – NZME


JUCY Destination NSW Instameet – JUCY
Sealord Frozen Salmon: From Facebook to New Zealand’s Freezers –  Bloggers Club
Take Charge, Do More (Warehouse Stationery Recruitment campaign) – Prominence Ltd
The Rhythm & Vines Story – Mish Guru
Jamie’s World ‘They Let Me Write a Book’ launch – Interlike
NewsTalk ZB Engagement Two Cows Economy – NZME

Best Use of Social Media in a New Product or Service Launch sponsored by Control Room 

Winner: Jetstar Spreads its Wings – Spark PR & Activate


Burger King Chicken Fries have arrived in New Zealand – Y&R NZ
Create Your Taste; Reigniting the Magic of McDonald’s – Fuse & Mango
Jetstar Spreads its Wings – Spark PR & Activate
Sealord Frozen Salmon Launch: From Facebook to Kiwis’ Freezers – Bloggers Club
Spark Samsung S6 Edge Good Winter Campaign – Socialites
Spark iPhone Launch the World’s Smallest Queue – Sherson Willis

Best Not-for-Profit Social Media Campaign sponsored by Socialites

Winner: Anti-Smoking Snapped Out – Motion Sickness & Richards Partners


2016 Maori Language Week Gifs – Vodafone
Kea – Every Kiwi Counts – Kea
Evita Auckland – Morgahna Godwin Creative
Macular Degeneration Awareness Week – Cadence Communications
Anti-Smoking Snapped Out Campaign – Motion Sickness & Richards Partners

Most Creative Use of Existing or Emerging Social Platform(s) sponsored by The Goat Farm 

Winner: VNZMAs Snap Star Awards – Vodafone New Zealand


Vodafone 360 Video Easter Egg Hunt – Vodafone
Xero Budget Day Q&A – Xero
NZ Police Running Man Challenge – New Zealand Police
VNZMAs Snap Star Awards – Vodafone New Zealand
Spark Social Top-Up – Sherson Willis
Waikato Civil Defence – Waikato Civil Defence Group 

Community Building and Management sponsored by Microsoft New Zealand

Winner: Vodafone Digi-Parenting – Vodafone


Sovereign 21 Day Challenge – Socialites
Auckland Council Biodiversity – Auckland Council
Chicks in Bowls – Chicks in Bowls
Vodafone Digi-Parenting – Vodafone
Mitre 10 Facebook Page Community – Socialites

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