DraftFCB Media wins Media Agency of the Year

Media Release
Monday 5, May 2009
For Immediate Release

DraftFCB Media wins Media Agency of the Year and most Golds at CAANZ Media Awards

DraftFCB was recognised as Media Agency of the Year at the 2009 CAANZ Media Awards, and took home more golds than any other agency with its haul of four golds and a silver.

By using innovation and smart thinking DraftFCB Media won a host of awards for clients Noel Leeming, the Ministry of Health and Cerebos Gregg’s.

Noel Leeming - A Thirty Minute Advertisement
GOLD: Clothing/ Retail/ Fast Food
GOLD: Best Use of Television

To differentiate Noel Leeming in a highly competitive category DraftFCB Media came up with the perfect solution – sponsorship of the popular TV1 family show, The Wheel of Fortune. By embedding the brand as an integral part of the show, The Wheel of Fortune was effectively turned into a half hour advertisement for Noel Leeming. The sponsorship delivered the results with increased foot traffic to stores, at a time when Kiwis were starting to pull in their purse strings.

Ministry of Health - The Lowdown
* GOLD: Best Use of Digital
* SILVER: Financial/ Government/ Corporate/ Service

To create awareness about youth depression support website www.thelowdown.co.nz DraftFCB Media explored the innovative use of the online space for entering youth conversations. A multi-point online strategy featured a destination website, search engine marketing, social networking (including a Bebo profile), targeted display, and integrated advertorial, quiz, and newsletter content. Ultimately, the campaign struck a chord with NZ youth by being there like a good friend in familiar and comfortable spaces - which effectively helped them to help themselves.

Cerebos Gregg’s, Robert Harris – Every Break Should be Inspirational
 GOLD: Best Integrated Campaign

Robert Harris needed to improve its market share and relevance with its customers. DraftFCB Media developed an integrated media channel strategy, based on the core idea of “Every break should be inspirational”, which allowed us to clearly engage and connect with the core audience. For example, a national Robert Harris Café road-show captured inspirational messages for a television campaign, Kiwi artists produced works for outdoor art galleries and inspirational stories were printed on napkins and distributed in magazines and Robert Harris cafes. This long-term campaign has already started to increase sales for Robert Harris.

DraftFCB Media, General Manager, Derek Lindsay says “In these tough economic times we have used innovation and smart thinking to provide excellent results for our clients. This approach has been recognised by the industry with our achievement of 4 Golds at the CAANZ Media Awards, plus contributing to our business success as Media Agency of the Year”.

ENDS

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