New Zealand Effies 2010 – All winners

Summary
This relaunch campaign positioned Panasonic's highly durable Toughbook as the "SUV of the laptop market", creating its own category with no competitors. The first stage revolved around a mini-site where potential purchasers and purchase influencers could go to experience the full Toughbook story (it was first developed for the US military) and see videos of the Toughbook surviving harsh treatment. The second phase featured direct mail containing an actual Toughbook notebook, sent to key IT journalists. The campaign far exceeded its targets, with the DM phase temporarily suspended for the sales team to manage the volume of orders.

Summary
As it approached Christmas 2009, retailer Rebel Sport set out to increase year-on-year sales despite the economic downturn and with no extra adspend. This case study from the New Zealand Effies shows how they targeted people outside their customer base using creative work based on rugby, which agency Ogilvy NZ considered the sport most ‘non-sports people’ most identify with. A campaign using French player Sebastian Chabal highlighted Rebel Sport as a gift destination, and the resulting sales and profit growth exceeded the company’s targets.

Summary
This case describes the turnaround of Farmers, the loss-making New Zealand department store with a staid image, which revived its fortunes by moving into higher-margin, fashion-related categories. The need for a new, fashionable positioning led Farmers to target young, fashionable women and change its reputation as a sales promotional discounter by rebuilding its brand of a fashion retailer. A "Your Store" theme assembled the latest fashion looks for each season and showed customers how to put the look together. Catalogues and TV were the main communications channels, supported by magazines, DM and in-store. As a result, awareness of Farmers advertising at new season time trebled over the course of the campaign, and brought about a complete change in perceptions of the brand. Sales of female fashion lines have quarupled and the whole store has gone from a massive loss in 2004 to record levels of profitability.

Summary
Blurring the line between marketing and medicine led to a successful National Depression Initiative campaign for the Ministry of Health in New Zealand. Rather than simply telling people how to take action and leaving them to do it by themselves, the campaign integrated marketing strategy, medical expertise and personalised support to help people get through depression one small step at a time.

Summary
Together Incredible is the story of how New Zealand internet provider Orcon step-changed its brand and business performance with the most talked about campaign of the year. This product demonstration with a major twist included nine New Zealand musicians, Orcon broadband and Iggy Pop, resulting in a unique recording of The Passenger. Capturing New Zealand’s imagination and generating editorial coverage worth more than $1 million, the campaign dramatically over-achieved on all brand health objectives, captivating people both in New Zealand and abroad.

Summary
With a brief to drive massive book sales during December, Whitcoulls needed to give consumers new reasons to buy books from its stores. The solution was “Recommendations”, a first-in-break TV campaign that advertised books of specific genres within programming of a related theme. After two weeks, Whitcoulls had halted the decline in its market share and started growing its business.

Summary
Kapiti, the ice cream brand, was facing stiff competition in New Zealand’s small, cluttered premium take-home market. With the lowest levels of trial and awareness in the category, and a limited budget for innovation and advertising, entering the much larger “indulgent impulse” sector appeared to offer one solution. However, in order to compete against Magnum and Memphis Meltdown, which held a combined 80% share, creating a unique positioning would be essential. In response, Kapiti on a Stick targeted 18-34 year olds with money to spend, utilising TV to communicate its luxurious appeal. Brand attribution scores hit 70%, measured against Magnum’s 17%, and it also out-performed established rivals in terms of popular affection.

Summary
The 2009 40 Hour Famine campaign launched when support for charities was plummeting due to the recession and the global food crisis was in full swing. Despite this, World Vision needed the funds raised from the campaign more than ever, so the 40 Hour Famine initiative was rejuvenated by connecting with youth and focusing on what would really motivate them to take part and raise money – encouraging participants to design their own 40-hour challenge with an emphasis on competitiveness and fun. As a result, World Vision raised $2.63 million – a 10% increase on the year before.

Summary
MacKenzie, a premium bread brand sold in New Zealand, faced a major challenge in early 2009, as consumers increasingly traded down to cheaper or own-label alternatives in an effort to save money. In a bid to improve sales, the company targeted older singles and couples earning $80k a year, which accounted for 47% of its total purchases. Such an audience prioritises good quality, gourmet food. The central premise behind communications was to "keep lunch special" by using the best bread available, rather than making do with a snatched five minutes and a disappointing sandwich. Sales moved from a 22% decline to 17% growth, with improvements of over 50% in regions receiving the greatest attention.

Summary
This case study describes the launch campaign of mobile brand 2degrees, which challenged an established duopoloy in the New Zealand telcoms market. Targeting high-value pre-pay customers, 2degrees' strategy was to communicate its lower price and core proposition of "it shouldn't be that hard to stay in touch" using the TV comedian Rhys Darby as spokesperson. Digital and social media played a central role, together with TV, outdoor, print and some PR. Within six months, over 200,000 New Zealanders had signed up, more than double the pre-launch target.