There’s just ten days left to get your entries in for the 21st TVNZ-NZ Marketing Awards, and the elite team of senior marketers, chief executives and all-round business juggernauts who will be casting their eyes over the entries and deciding who gets to walk home with a Big M has been announced.
Pitched as the lighter and more indulgent counterpart to the original Moro, Cadbury’s Moro Gold tackled the dilemma of launching an international product into the marketplace without cannibalising the brand’s existing business. And the hugely successful campaign earned Cadbury the 2007 TVNZ-NZ Marketing Award in the Fast Moving Consumer Goods category.
Long before it sat on the shelves of the world’s swankiest bars, watered private parties at hipster music festival SXSW, ran a cocktail world cup on Coronet Peak, even before that one-time international film competition with 42 directors making 42 films each lasting 42 seconds, and almost a decade before that shifty circus bar with the small bearded lady opened up for 42 days in Auckland during the RWC, 42 Below vodka took out the 2003 TVNZ-NZ Marketing Awards Small Business title.
For 150 years, New Zealand’s Merino fibre was largely invisible, as it was sold into a world commodity market that was dominated by high-volume producers and then diluted into blends. But in 1995, the growers decided to take a stand and Merino New Zealand was set up. And in 1999, it was awarded the Supreme Marketing Award and Business-to-Business award for lifting the fibre out of the commodity basket and positioning local merino at the highest end of the international market.
It’s 1994 and punching your wife was not so much a crime as ‘just a domestic’. Times have changed—kind of. There’s just as much punching these days but at least it’s called what it is: family violence. And a multichannel, multiple partner campaign by The Police which won the Supreme Award and the not-for-profit category at the 1995 TVNZ-NZ Marketing Awards helped lay the foundations for what it hoped would be a better, safer country.
Why, isn’t that Sarah Kennedy, now chief executive of Fonterra retailer RD1? Yes it is, but who is she with?
Ah the past, it’s another country. To celebrate 21 years of the TVNZ-NZ Marketing Awards—and to reference the fact there are just 21 days to get your entries into this year’s awards—we’ll be trawling through the archive to bring you 21 winners from the past. First up, the Supreme Winner from 1996, ASB’s Robert the Robot. Has it stood the test of time? You be the judge.
The TVNZ-NZ Marketing Awards turn 21 this year. And like all good 21-year-olds, it’s received an oversized key, downed a yardie, taken a good hard look at itself and emerged into adulthood with a snazzy new ‘Everything Marketing’ brand and eight new categories.
All Good Bananas won the Sustainability prize at the TVNZ-NZ Marketing Awards recently. And, according to its entry, it managed to gain four percent market share and sell its Fairtrade bananas at a premium. But not everyone is singing its sustainable praises, as evidenced by an email we received from Steve Barton, the New Zealand representative for Dole Asia, that questioned the assertions made by its smaller competitor.
Photo by Paul Statham
When Lotto arrived in New Zealand in 1987, Kiwis were excited, the big ads were delivering the goods and the coffers were filling nicely. But when Wendy Rayner started her role as marketing manager for jackpot games in 2003, having come from accountancy, advertising and nine years at TVNZ, jackpot fatigue had set in, the products weren’t working and sales and player numbers were in decline.
Photo by Paul Statham
AUT became a university just ten years ago and while its compelling consumer-facing brand was doing the business, its 14 Research Institutes had grown organically until 2009 and had no overall marketing, brand or strategic direction—even though research success plays a big role in establishing a good reputation. Enter 30-year-old Max Woodhead, who worked in marketing for sport and recreation and applied sciences and whose job it was to help build a research brand from scratch, unify the view of these disparate research strands, get the notoriously headstrong academics and institute directors to believe in the project and eventually build AUT’s overall brand, attract better post graduate academics, foster better research outputs and bring in more funding.
Per capita, New Zealand has the highest rate of banana consumption in the world. But, because we can’t grow enough of them ourselves, importing them is the only way to satisfy our voracious appetite. For All Good Organics, the problem was the wrong kind of bananas were being consumed, so it established a new socially responsible and sustainable banana brand that was, as the slogan says, good for the land, good for the grower, and good for consumers’ consciences—and they did it with an extremely limited budget and a challenger brand twinkle in the eye.
In 2009 entrepreneur Geoff Matthews and a consortium of mates purchased a struggling fish farm near Twizel and renamed it Mount Cook Alpine Salmon (MCAS). They knew MCAS was ten years behind the game, so just to catch up wasn’t good enough. It had to leapfrog the industry and play by its own rules.
This time last year Instant Kiwi was losing relevance, players were lapsing out of the category and sales were going backwards. Unlike NZ Lotteries’ jackpot games like Lotto, Strike, Powerball and Big Wednesday, which had all been rejigged, Instant Kiwi wasn’t selling the dream very well.
Every week, there are over 3.1 million attendees at Les Mills International classes in more than 75 countries. And by 2020 it hopes to grow that to over 20 million. So early in 2010, after four years without launching any new group fitness products, it tapped into developing fitness trends and launched CX30, a revolutionary core training programme, and SH’BAM, a 45 minute dance workout.
Marine Industrial Design, a specialist naval architecture and marine engineering firm, was established in 1996, and, like many small businesses in New Zealand, it focused on the nuts and bolts—literally—rather than marketing. New business was won almost solely through word of mouth and via a relatively limited circle of industry contacts. But in late 2009 MID was purchased by Babcock Fitzroy and new goals and strategies were put in place in order to establish itself as New Zealand’s elite operator, one of Australasia’s premier suppliers in marine engineering and design consulting and a leading regional player in South East Asia and the Pacific.
At the beginning of 2007, Air New Zealand identified that to remain competitive and continue to build revenue and value it had to escape the ordinary and take a leadership position by creating a best-in-class long haul experience—and not just for the front of the plane, for everyone on the plane. Not only that, it also aimed to provide a story of Air New Zealand’s—and New Zealand’s—innovation to the world, build international talkability around the brand and give it a two-year leap on the competition.
NZ Book month is an annual celebration with a simple intent: to promote books, reading and literacy amongst all Kiwis, young or old, beginner or pro. It was established six years ago to address the fact that, year after year, the number of books sold in New Zealand decreases. And this creates a serious cultural issue: Kiwi authors struggle to maintain a career and our country’s stories go untold.
In the extremely competitive grocery game, market share is king. And a minor change equates to millions of dollars in gained or lost revenue. Progressive Enterprises, which operates 158 Countdown, Foodtown and Woolworths supermarkets around the country, had been losing share to its main rival Foodstuffs since 2007. So something had to be done. And to do it, it had to take some big risks and break an age old grocery paradigm.
As you’re all hopefully aware, the TVNZ-NZ Marketing Awards were handed out last week, with Progressive Enterprises and NZ Lotteries nabbing the big ones. And to celebrate all the gamechanging bar-raising shapeshifters that won we’re going to publish a short case study each day, along with a few comments from the judges that were filmed by TVNZ. But if you can’t be arsed with just one a day, they’re all available in the latest edition of NZ Marketing and the first 20 humans to subscribe here will receive a copy of James Hurman’s new book The Case For Creativity, valued at $40.
You marketing types can’t resist pulling out a blue steel or two in a photo booth after a few wines. Click the expand button on the bottom right to see all the glamour shots/compromising evidence up close. And if you want the wonderous machine to come to your next event, check out the Amazing Travelling Photobooth website here.
The 2011 TVNZ-NZ Marketing Awards were dished out last night at the Langham in Auckland in front of around 450 industry bods and a host of game changers and bar-raisers—some well-accustomed to collecting such awards, some venturing up on stage for the first time—were announced. But it was Progressive Enterprises that came away with the most coveted award of the night for merging three of its supermarket brands into one and forging a bold new positioning based on an enhanced definition of consumer value.
We all know Kiwis suck at getting their tickets early and love nothing more than giving event organisers coronaries by leaving it all until the last minute. So, for all of you who fit into that category, there are still some tickets available to the TVNZ-NZ Marketing Awards being held tomorrow night at the Langham. Get ’em here and bask in the glory of the nation’s biggest game changers. And while you’re at it, check out the last instalment of TVNZ’s sponsorship leveraging, this time featuring the night’s MC Te Radar and One News newsreader Greg Boyed offering up some handy tips on effective networking.
Just eight days to go until this year’s game changers are announced at the TVNZ-NZ Marketing Awards. All the smart people have already bought—or scavenged—their tickets, but there are still some available. And, if you’re hoping to make the most of the night, which is once again being MCed by Te Radar, TVNZ is here to help.
The entry deadline has now passed, a new record has been set for most entries and an impressive collection of game changers have been secured to decide who will take their place amongst the marketing greats at the 2011 TVNZ-NZ Marketing Awards.
You’re all probably too busy putting the finishing touches on your entries for the TVNZ-NZ Marketing Awards to bother reading a story about the fact that it’s the last day to enter the TVNZ-NZ Marketing Awards. But we thought we’d tell you anyway. And, if you’re not going to get it in before the cut-off at 5pm, never fear, for extensions are available until next Friday. You just have to ask the teacher nicely (and stump up with some cash).
Entries for the 2011 TVNZ-NZ Marketing Awards close this Friday 20 May. But never fear, if procrastination, popularity or poor time management are hampering your entry efforts, extensions to Friday 27 May are available.
Starburst!® Time is running out to ensure eternal glory at this year’s TVNZ-NZ Marketing Awards. But wait there’s more!™ Avoid a lifetime of bitter regret and get your work in front of the judges by Friday 20 May. Entry forms and a full list of all categories are available for ten easy payments of www.nzmarketingawards.co.nz.
If you happened to look up from your iPhone as you strolled past a bookstore, dairy or supermarket, you may have noticed a collection of strange things made out of paper. They often call these quaint periodicals ‘magazines’. And a fresh, shiny new September-October NZ Marketing could just be among them.
It was a night that had almost everything: surprisingly loud and seemingly dangerous explosions; a fair bit of rowdiness from the 2degrees/TBWA tables; a hilarious mad scientist poking fun at everyone; strange glowing beakers; an array of confusing acronyms; polite clapping; attentive listening; and prodigious amounts of inter-company sexy dancing as big names from big and small Kiwi companies got dolled up for last night’s TVNZ-NZ Marketing awards at the Langham Hotel in Auckland. And the general consensus was that the quality of the winning work was world-class and that the awards themselves just keep on improving.