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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : CBNAT JAN-FEB 2013
CAMPAIGNBRIEF JANUARY/FEBRUARY 2013 NZ AGENCY OF THE YEAR under its belt, including Bank of New Zealand (BNZ), AMI Insurance and Tourism Fiji, with- out an account lost, the agency exceeded its operating profit by 16% for the year. It's a healthy way to start 2013, and Garrett is confident for the year ahead: "There is a lot of uncertain- ty in the advertising game and you can go from hero to zero in a sec- ond so I will start with a bit more balance. I am personally looking forward to building on some great work, getting excited and inspired by new ideas, hopefully picking up some new business along the way and making sure we keep producing work that works for our clients and a culture worth belonging to." A snapshot at some of the stand- out winning campaigns: Export Dry -- The Wine is Over How do you talk men into buying your brand of beer? You talk them out of drinking wine. Research showed that DB Export Dry's tar- get market of 18 to 25 year old males didn't like wine but they drank it to fit in. Through an inte- grated campaign the agency encouraged men to stop playing pretend and order a beer. Colenso even created its own spe- cial edition wine that gave blokes $5 off Export Dry and used it to hijack a nationwide wine sale. Up and down the country, and around the world, men rallied against wine. In a beer market declining at a rate of seven per cent, Export Dry sales increased by 20 per cent. By going up against wine, Export Dry's brand perception lifted, posi- tioning it as a premium beer. Monteith--Sorry About the Twigs, Folks Companies go to great lengths to avoid faults in their prod- ucts. Colenso went to great lengths to create one. Monteith wanted drinkers to know that its cider contains fresh fruit, no concentrated fruit syrup. So the agency slipped real apple tree twigs into each box of cider as it rolled off the produc- tion line. After two weeks and with public interest at its peak, the agency patched all existing billboards with an apology. Apologies also appeared in press, online and on- pack. Every apology spread one simple message: the fruit in Monteith's cider comes from a tree, not out of a can. Through this ambient led cam- paign, Monteith's cider sales increased by 32 per cent. The cam- paign received media coverage 50 times the agency's original PR bud- get and Monteith's sold out of cider. Mountain Dew -- Graffiti Mountain Dew's call to action is to take your passion to the next level. Last year, Colenso made a pinball machine you could skate. This time, the agency took on the challenge of taking graffiti art off the wall, into 3D, and all over the digital world. Teaming a renowned street artist with cut- ting-edge motion cap- ture technology, the agency created online software that let any- one paint 3D graffiti on any street in the world using Google Streetview. Pedigree -- Donation Glasses By altering 3D technology, Colenso BBDO and trans-Tasman production company Finch allowed cinemagoers to watch two different films on the same screen. One filmed showed a mistreated dog abandoned and alone, the other showed the same mistreated dog getting rescued. Before the movie, cinemagoers were faced with a choice; donate and receive a yellow pair of glasses or pay nothing and receive a red pair. That choice decided the fate of the dog on screen. The result: 80 per cent of 2011's donations were recorded in a week. Amnesty -- Trial by Timeline Iran, June 2012. Two men face a death sentence for drinking alcohol. Mali, Jul 2012. A couple are stoned to death for pre-marital sex. Afghanistan, August 2012. An alarming 17 people are beheaded for attending a mixed-gender party with music. Safe in New Zealand, these atroci- ties barely register. Colenso's brief was to fight apathy by making glob- al atrocities relevant to people living in the first world. The agency launched Trial By Timeline, a Facebook app that scanned your timeline activity and convicted you of real global crimes. It then explained the real punish- ments you would receive. A total of 5,000 people went on trial the first day, followed by 10,000 on day two. 1999 Colenso BBDO Auckland 2000 Saatchi & Saatchi NZ 2001 Colenso BBDO Auckland 2002 Colenso BBDO Auckland 2003 DDB New Zealand 2004 Publicis Mojo Auckland 2005 Saatchi & Saatchi NZ 2006 Saatchi & Saatchi NZ 2007 DDB New Zealand 2008 Colenso BBDO Auckland 2009 DDB New Zealand 2010 DDB New Zealand 2010 Colenso BBDO Auckland 2011 DDB New Zealand 2012 Colenso BBDO Auckland NZ AGENCY OF THE YEAR Honour Roll The Colenso BBDO team: ranked #1 in the world by The Big One with only 80 staff In 2012 the Auckland agency punched above its weight within the 288-office BBDO group, accumulating more Lions than any other BBDO office worldwide. "The standard of work at Cannes was exceptionally high last year, so it's great to see Kiwi creativity and effectiveness being recognised on the world stage," says Worthington
CBAT NOV DEC 2012
Campaign Brief May-June 2013