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The EFFIE Advertising Effectiveness Awards are licenced to CAANZ (Communication Agencies Association of NZ) by the parent body in New York. Only EFFIEs place equal weight on demonstrating hard business results & creative excellence.
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Silver EFFIE 2003: Cadbury Confectionary. 'Nut Break Squirrel' New product launch.
Issue: Nut Break launched against an icon brand in a segment it owned, and it had to do it in a way that allowed no comparisons. The challenge was to re-invent the experience of chocolate and peanuts.
Insight: The message is simple - the best chocolate and the best nuts.
Idea: 'Squirrel Man' is an ordinary flatmate who's obsessed with nuts and dresses like a squirrel - because, because there's always one flatmate who's a little weird. The campaign used television, transit media, shopping mall eyelights, trade magazines, direct mail & ambient advertising.
Impact: Nut Break's launch is the most successful moulded product launch in Cadbury New Zealand's history & exceeded the international standards set by Millward Brown in the UK. Nut Break exceeded an ambitious target of 60% brand awareness by 20%. Total awareness of Nut Break Chunky among the core target of 15 - 34 year olds was 93% within six months & advertising awareness reached 90% within half the time set to reach target. Nut Break is so successful it launched into Australia.
Silver EFFIE 2003: Cadbury Confectionary. 'Nut Break Squirrel' New product launch category.
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Gold EFFIE 2002: McDonald's System of New Zealand. 'Weak Day Pricing', value meals. Retail/etail category.
Issue: McDonald's needed to increase sales on the weakest days of the trading week: Monday, Tuesday & Wednesday.
Insight: Make those days McDonald's days for the target market, by making them smile, making them act but not devaluing the brand.
Idea: Creative used a prankster called Jason & the frustration of his outwitted Dad as Jason's moneymaking antics earn the small change needed to get the great value deals on offer at McDonald's. The totally integrated campaign used Television, instore point of sale, billboards, radio, busbacks & transit media & direct mail on weekends that became bag stuffers.
Impact: From an objective of 6.7% growth the campaign delivered 12.9% with a 5% increase of traffic on 'Weak Days'. The campaign catchcry of "JASON!!" became popular currency with 65% spontanious awareness in the target & 97% prompted recall. In subsequent research customers referred to 'Hamburger Monday', 'Cheeseburger Tuesday' & 'McChicken Wednesday'.
Gold EFFIE 2002: McDonald's System of New Zealand. 'Weak Day Pricing'.
The Weak Day Pricing, value meals campaign also won a Bronze Medal in the New York Festivals AME Advertising Effectiveness Awards 2002.
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Silver EFFIE 2002: Cadbury Confectionary 'Throaties Speaks Volumes', FMCG category.
Issue: Throaties' outlook was bleak. It was unsupported, declining in value in a growing segment & research described it as "a dying brand".
Insight: Throaties is almost useless if you really have a sore throat. Our insight into the target market lay in this weakness - the perception that it is a lolly & not a serious treatment for throat infections. Our prospects are less likely to be anxious about coughs & colds to begin with.
Idea: The creative rejected the depressing cliches in the segment by using positivity. Laughter made Throaties stand out from the crowd as we talked about healthy throats instead. Something most people are happy to have most of the time.
Impact: Throaties transformed from a dying brand to the fastest growing brand in its category. Throaties' brand value share grew from 8% in 2001 to 18% in 2002, moving it from fifth place to second. A MAT decrease of -6% in March 2001 reversed into an increas of +115% in March 2002 exceeding a growth target of 57.5% by double.
Silver EFFIE 2002: Cadbury Confectionary. 'Throaties Speaks Volumes', FMCG category.
'Throaties Speaks Volumes' also won a Silver Medal in the New York festivals AME Advertising Effectiveness Awards 2002.
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EFFIE Finalist 2002: SKY TV, 'What Will You Be Doing?.
Issue: By 2002 SKY's main strength - live sports, had become a weakness & subscriptions had plateaued on 20% leaving the brand vulnerable to seasonal churn. The challenge was to increase the brands' appeal to female veto wielders, but not abandoning the bread & butter of Live Sports coverage.
Insight: SKY is all about entertainment. The old hard sell with a driving rock track was replaced with approachable brand building humour showcasing other content strengths like Movies, Documentary & News channels, & including sports.
Idea: The creative used questions like 'What Will You Be Doing if you don't have SKY?' & 'Life, if ony it was more like SKY' to bring the brand to life. People love brands that are confident enough to laugh at themselves.
Impact: SKY's subscriptions passed 30% in 2003 and we forced the mass broadcast competition to reposition themselves as they seemed so stuffy in comparison. 'What Will You Be Doing' won 2002 National Business Review Best Campaign, & outdoor and print have won D&AD Pencils. The 'Lions' TVC won the Grand Axis Television Creative award in 2003.
EFFIE Finalist 2002: SKY TV, 'What Will You Be Doing?' Lions'
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