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Seven Golds Awarded at 2005 EFFIEs

Published: Fri 28 Oct 2005 08:30 AM
Seven Golds Awarded at 2005 EFFIEs
A record number (107) of entries have produced seven gold winners at the 2005 CAANZ EFFIE awards, recognising advertising effectiveness.
The Best in Show award was won by Colenso.99 for its Farmers “Red Dot Sale’ campaign. The campaign, according to the EFFIE judging panel, was the standout entry. Faced with the ever-increasing clutter of retail sales, Farmers set aggressive goals to improve sales volumes profitability – and the team at Colenso.99 delivered a campaign that did it all.
The judges said the campaign was grounded in solid research and delivered the company’s key messages to its customers across multiple media communications channels. Given the cut-throat nature of the retail sector the judges believed this was the stand-out entry.
The EFFIEs are an annual event staged by the Communications Agencies Association (CAANZ) in partnership with the Association of New Zealand Advertisers (ANZA) and TVNZ. The Awards, held in Auckland this evening, recognise advertising and communications effectiveness – advertising that works. A panel made up of some of the country’s top advertisers and senior agency professionals judge the awards.
Saatchi and Saatchi was awarded a special new category of the EFFIE Awards – the Agency Effectiveness Award. This award recognises the agency with the best results across all medal winners at the EFFIEs.
Telecom won the prestigious Advertiser of the Year award. The judges said the company stood out with its T3G campaign that sold the future of mobile telecommunications to the nation, but also revitalised the Telecom brand.
Saatchi and Saatchi also teamed up to win gold in the Corporate Reputation/Image category with the T3G brand launch. The EFFIE judges noted that the campaign was bold, inspiring and enveloping and left no one in doubt that 3G mobile communications had arrived and Telecom was leading the charge.
The Grand EFFIE for a campaign with Sustained Success over a number of years was won by MTC with its work for Cuisine Magazine. The judges said MTC had done ‘amazing things’ for Cuisine and its client Fairfax Magazines over the past five years. Circulation had increased by 64 percent at a time when more affordable titles were trying to muscle in on its market.
The full list of gold winners category by category is as follows -
Sustained Success – MTC and Cuisine Magazine – ‘We do amazing things with …’
Corporate Reputation/Image – Saatchi and Saatchi and Telecom New Zealand – ‘T3G Launch’
FMCG (2 Golds) – MTC and Coca-Cola Amatil (NZ) Ltd – ‘L World Famous in New Zealand’ and Saatchi and Saatchi and Griffin’s – ‘Uppercuts Launch’
Integrated – Saatchi and Saatchi and Westpac – ‘Junior Accounts Launch’
New Product or Service Introduction – Colenso BBDO and AIM Proximity and Air New Zealand – ‘Airpoints Relaunch’
Retail/Etail – Colenso.99 and Farmers – ‘Your Red Dot Sale Just Got Bigger’
A total of 9 Silvers and 13 Bronzes were also awarded. The full list of medal winners, along with case studies of the winning work and imagery can be found on the CAANZ website – caanz.co.nz

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