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.
Understanding what gets consumers buying is a core marketing skill, but in the world of retail, experimentation is often limited to a few variables—and expensive. So Colmar Brunton has launched a new product called CXS, or Customer Xperience Simulation, to solve those issues by allowing products and shopper marketing campaigns to be tested virtually.
Colmar Brunton lost a key cast member early last year when Harry Pappafloratos passed away. His replacement as chief executive, Jacqueline Ireland, and national qualitative director Spencer Willis go back in time.
‘Flatties’, the entertaining home loan-related follow-up to Westpac’s ‘Start Asking’ brand campaign by DDB and Prodigy, managed to beat out its big brother in the Jan/Feb instalment of Campaign Review in NZ Marketing magazine after taking second place. And it’s followed that up by winning the November round of the Colmar Brunton Ad Impact Award.
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.
TBWA’s ‘The Mission Continues’ for 2degrees took the annual Colmar Brunton Ad Impact award, and it’s continued its winning streak by claiming victory in the August round for its 100% Middle-earth campaign for Tourism New Zealand.
Judging by the opinions we’ve heard from industry chinstrokers about Telecom and Saatchi & Saatchi’s new Tommy & Boris campaign, you’re either in the ‘awwwwww, turtles and a cute kid’ camp, or the ‘pfffff, turtles and a cute kid?’ camp. But who cares what they think, because the hoi polloi are quite taken with the new duo and it was voted the country’s favourite advertisement in August in an online Colmar Brunton poll of 1000 Kiwis.
Just as New Zealand’s advertising industry is world renowned, so too is the local market research industry, routinely succeeding in the face of tight budgets, big tasks, and an ever-increasing need to do more with less. And the people and companies behind some of the industry’s recent achievements were acknowledged at the 7th biennial Market Research Effectiveness Awards at the Hilton last week, with Ipsos coming out on top as the supreme winner for the third time in a row.
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.
Colmar Brunton has promoted Jacqueline Ireland to the position of chief executive officer, replacing Harry Papafloratos, who passed away earlier this year. She was previously managing director of Colmar Brunton Auckland.
JWT’s Angus Hennah comes home, Rachel Ellerm kicks off her new female-centric strategic consultancy Frock, Pluk continues to grow, Orcon puts its weight behind CanTeen, The PR Shop pulls a deuce, and 2degrees and TBWA\ put their Ad Impact gloves on.
Kiwis of all ages are prolific users of social media but, according to a recent Colmar Brunton survey, it’s not just to keep up to date with family and friends. Nearly 60 percent of Kiwis follow at least one brand and over one third (37 percent) say a social media presence makes a brand more appealing to them.
Hell’s Pizza Roulette product innovation received a huge amount of national and international PR coverage when it was launched and led to a massive increase in sales, without discounting. And Barnes, Catmur & Friends’ ad to promote it has added to the accolades by winning the April round of Colmar Brunton’s Ad Impact Award.
The debate between those in favour of pre-testing ads and the creative departments who generally oppose it is an ongoing one. But Colmar Brunton has some new ammunition in its fight and is about to launch a new development to its Link pre-testing product that uses facial mapping technology to find out how consumers respond to ads.
They say there’s no truth in advertising. But PlaceMakers and JWT flouted that rule with their fly on the wall campaign focusing on a team of tradesmen building a house in Huntly—and the role of PlaceMakers’ expertise to ensure it all happens smoothly. And while the campaign was aimed at the trade, consumers have given it the big tick as well because ‘The Job’ has taken out Colmar Brunton’s Ad Impact Award for March.
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.
The big news from last week was that ASB decided to move from Droga5 to Saatchi & Saatchi, bringing an end to ongoing speculation that relationship was on the ropes. And there’s a bit more reshuffling to announce, with The Research Agency winning ASB’s advertising and brand tracking research programme in a non-competitive pitch from the incumbent Colmar Brunton.
In an effort to reward the ads that worked hardest—and the agencies responsible for them—we kicked off the Ad Impact Awards with Colmar Brunton early last year. Between February 2011 and February 2012, approximately 4000 Kiwi consumers were asked four key questions via an online panel about the new TV campaigns that had aired that month: did you notice it? Did you know who it was for? Did it engage you, stand out and arouse your interest? And how did you feel or act after seeing it? We focused on brand building ads, rather than those communicating special offers, and the results were then compared to Colmar Brunton’s vast normative database, which is based on the more than 72,000 ads that have been tested around the world over the past 30 years. The six ads below were at the top of the pile, and we will announce the overall winner next week. But we thought we’d try a bit of an experiment first to see if the opinions of the industry folk matched the opinions of the consumers. So help us out and pick the ad you think got the most bang for the advertiser’s buck.
2degrees and TBWA\ claimed victory in the March 2011 edition of Colmar Brunton’s Ad Impact Award with its animated ‘Bruce & Brian’ spot. And it’s come out on top again with a brand ad that trumpets the continuation of ‘the 2degrees Mission’.
I first met Harry in the late ’70s when he applied for a job at Survey Research (now called Research International). He was fresh out of university, bright-eyed and bushy-tailed. Despite his unpronounceable name, there was something about him that I liked and he was hired for his first job.
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 hasn’t been a particularly ice block friendly summer in New Zealand. But at least the ice block advertising looks to be of good quality, because, for the second month in a row, ice blocks have run away with Colmar Brunton’s Ad Impact Award after Tip Top’s ‘Tongue Twista’ Popsicle ad was judged the winner of the December round.
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.
Having spent over 30 years picking Kiwis’ brains, Colmar Brunton is pretty close to a household name in New Zealand. But it decided to get itself out there a bit more last year, with a new award on Fair Go rewarding companies with the best customer service and the Ad Impact Award on StopPress to celebrate the ads that have the biggest impact on consumers. Managing director Jacqueline Ireland tells us about a few of her favourite things from 2011.
Colmar Brunton and global partner Millward Brown’s Futures Group have peered into the digital tea-leaves to identify some emerging trends for next year. Among their predictions – gamification, “virtual togetherness” and real-time online decision-making will be the big hitters of 2012, changing the way marketers interact with consumers via digital channels.
The dust has largely settled after the glorious Rugby World Cup shindig. But Heineken has kept up the momentum of the 46 percent increase in total sales it recorded in September/October when compared to the year prior after being awarded the Ad Impact Award for October for its new ad ‘The Entrance’, which was launched Super Bowl style at half-time during the final.
Not convinced about the sustainability argument when it comes to the purchasing behaviour of consumers? Think again. The latest Colmar Brunton ‘Better Business Better World’ survey results reveal that sustainability influenced the purchasing decisions of 88 percent of respondents. That bodes well for purchasing potential, but on the flip side the survey also found that 72 percent couldn’t think of any brand leaders in sustainability. And if ever there was concern that the term ‘sustainability’ is still perhaps ambiguous in definition to some people, the survey found 20 percent of respondents didn’t know what it meant.
More like a film launch than a traditional ad campaign, Kiwibank’s cheeky new EasySwitch campaign, which encourages consumers to switch banks via an interactive YouTube channel called ‘Green Ops’ that looks and feels like a first-person POV-style game, has taken out the Colmar Brunton Ad Impact Award for August.
As part of Colmar Brunton’s inaugural New Zealand Dinner Plate Study, 1017 Kiwis were asked what they were having for dinner, who planned, cooked and shopped for the meal, what their attitudes and emotions were to cooking, and all the who with, what with, where and which day of the week questions you can think of. And while there were lots of findings that fit with what you’d expect, there were a few surprises too, chief among them that Kiwi blokes now make up nearly half of the growing ‘passionate foodies’ category and are generally more passionate about cooking.