DraftFCB Media Wins CAANZ Media Awards Best in Show

Media Release 2 Jun 2011

DraftFCB Media Wins CAANZ Media Awards Best in Show


Draft FCB Media’s campaign for BMW Group NZ to launch its new variant, a Mini SOHO, into the New Zealand market demonstrated how a clear and insightful media strategy can deliver outstanding results. This campaign swept the pool at the 2011 Communication Agencies Association of New Zealand (CAANZ) Media Awards, along with being awarded the coveted Best in Show title.

The premise of selling a big-ticket item, over the internet, without any of the usual sales support was a challenge the DraftFCB Media team rose too. While using the internet to buy and sell goods is not new, the Mini SOHO – What’s your Number? campaign took this to a new level. Ten Kiwis bought a brand new, $50,000 Mini SOHO online – sight unseen, without a test drive and without any of the traditional discount negotiation offered by car yards. The intricate and thorough execution of this campaign, whereby DraftFCB Media built 15 different personalities for each Mini SOHO it had to sell, is testament to the power of effective use of advertising media to deliver outstanding results for the client.

DraftFCB Media also won Gold in the IT/Telecommunications/Consumer Durables & Automotive, Best Use of Out of Home, Best Use of Digital and Best Smart Media Idea categories for this work.

Held tonight at The Langham, the CAANZ Media Awards acknowledge and reward the best strategic insights in the media industry.

Media Agency of the Year was awarded to DraftFCB Media for its outstanding achievements in meeting core business goals in conjunction with constantly striving to be a great place to work.

DraftFCB Media, part of the DraftFCB Group, set out in 2010 to achieve growth in billings and clients along with building capability in the organisation to better suit the needs of its clients. It achieved all this along with maintaining a steady staff base and supporting the wider advertising industry via CAANZ initiatives.

The Media Brand of the Year award was won by TVNZ, which over the past few years evolved from a standard definition, two-channel television network, into a digital media company delivering content on a variety of platforms. In an increasingly competitive environment, TVNZ has differentiated itself by keeping innovation at the core of is business model. It has reached more New Zealanders in more meaningful ways along with focusing on delivering the best outcome for advertisers and viewers alike.

A special Leadership Award was given to Derek Lindsay, Managing Director, DraftFCB Media at this year’s awards. Derek Lindsay has headed up the DraftFCB Media team since April 2006, and arguably 2010 was one its best years yet. Derek led the business out of the recession and wrapped up the year with more clients, staff and revenue than forecast. His, and the agency’s success, was reflected by winning the Best in Show title, the Media Agency of the Year, five gold awards and three silvers at this year’s CAANZ Media Awards.

The executive judging panel, comprising some of New Zealand’s leading marketers, commented that the finalists and winners of this year’s awards were outstanding examples of smart media campaigns. The ability to engage and delight consumers and deliver excellent results for clients showed how strong use of strategic insight was used to drive the media programme.

The final round of judging resulted in 13 gold and 23 silvers along with a Highly Commended. The full list of winners is as follows:

Gold Awards:

• Best in Show DraftFCB Media,
Mini SOHO - What's your Number?

• Media Agency of the Year DraftFCB Media

• Media Brand of the Year Innovation and TVNZ,
TVNZ

• Leadership Award Derek Lindsay, Managing Director,
DraftFCB Media

Category Agency Advertiser Title
Financial / Government / Corporate / Services DraftFCB Media Ministry of Health The Journal
Food, Grocery, Beverages (FMCG) OMD New Zealand Frucor Beverages Ltd
Pepsi Max: Max It Jobs

IT / Telecommunications / Consumer Durables & Automotive DraftFCB Media BMW Group NZ Mini SOHO - What's your Number?

Best Use of Television
OMD New Zealand Beiersdorf Nivea Visage NZ Next Top Model

Best Use of Out of Home
DraftFCB Media BMW Group NZ Mini SOHO - What's your Number?

Best Use of Digital
DraftFCB Media BMW Group NZ Mini SOHO - What's your Number?

Best Smart Media Idea
DraftFCB Media BMW Group NZ Mini SOHO - What's your Number?

Best Small Budget
ZenithOptimedia Lion Nathan 9.09 Baileys Time

Best Sales Proposal of the Year MediaWorks TV New World New World, Cleverbaskets

Silver Awards

Category Agency Advertiser Title
Financial / Government / Corporate / Services DraftFCB Media Ministry of Health The Lowdown
Clothing / Retail / Fast Food OMD New Zealand McDonald's (New Zealand) Limited McFlurry
Food, Grocery, Beverages (FMCG) Total Media McCain Foods Limited School Veggie Patches
OMD New Zealand Beiersdorf Nivea Visage NZ Next Top Model
OMD New Zealand Fonterra Brands (New Zealand) Ltd Primo: Take A Moment and Chill
OMD New Zealand Fonterra Brands (New Zealand) Ltd Mainland Butter: A Simple Pleasure
IT / Telecommunications / Consumer Durables & Automotive OMD New Zealand European Motors Limited Volkswagen Transporter
Media / Entertainment / Travel & Leisure Starcom & Colenso BBDO TVNZ The Pacific
Best Use of Television OMD New Zealand Frucor Beverages Ltd Mizone: Mizone Moments
Best Use of Print
OMD New Zealand Fonterra Brands (New Zealand) Ltd Kapiti
Best Use of Out of Home
Total Media McCain Foods Limited School Veggie Patches Red Truck Tour
OMD New Zealand Heart of the City Limited Outrageous Flight
Best Use of Radio
ZenithOptimedia Lion Nathan Cider Days
Best Integrated Media Campaign
Total Media McCain Foods Limited School Veggie Patches
Ogilvy Progressive Enterprises Countdown - Serving up MasterChef NZ
Best Long Term Strategic Campaign
DraftFCB Media Ministry of Health Leading the Fight Against Depression
Best Response/ROI
DraftFCB Media Ministry of Health The Journal
Best Smart Media Idea
OMD New Zealand Frucor Beverages Ltd Mizone: Mizone Moments
OMD New Zealand Fonterra Brands (New Zealand) Ltd Primo: Pauseview
OMD New Zealand Loyalty New Zealand Limited Fly Buys for Music
Best Small Budget OMD New Zealand Heinz Wattie's Ltd LOL
OMD New Zealand European Motors Limited Volkswagen Transporter
Best Sales Proposal of the Year SKY Network Television DB Breweries Limited Heineken DRAUGHTKEG Super SKY Weekends
Leadership Award
Highly Commended OMD New Zealand Zac Stephenson

CAANZ Media Awards proudly sponsored by:

TVNZ, Fairfax Media, New Zealand Post
Adshel, Admedia & Fastline, ANZA, APN Outdoor, JobMedia, Mediaworks TV,
The National Business Review, Nielsen Media Research, nzherald.co.nz,
NZ Marketing & Stoppress, Sky Network Television, stuff.co.nz, The NZ Herald,
The Radio Bureau & The Radio Network

For case studies of winning gold campaigns visit www.caanz.co.nz

ENDS

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