2016 Winners

Grand   /   Gold   /   Silver   /   Bronze   

Must Be Milk
Must Be Milk
Beverages Non-Alcohol
Fonterra
Colenso BBDO / Proximity

Case Summary
After years of trying to differentiate the Anchor brand of milk in the eyes of New Zealand, in 2015 we made the decision to take a category leadership approach, and help New Zealanders fall back in love with milk again. The result was Must be Milk – a multi level campaign to promote the overall benefits of milk. A brave strategy, which has reversed a ten-year decline in overall milk consumption in New Zealand, and driven a 1.3m litre increase in Anchor branded milk in just four months.

$HRED
$HRED
Financial Products & Services
Bank of New Zealand
Colenso BBDO / Proximity

Case Summary
“Mortgage” comes from the Old French, meaning “death pledge” and for many New Zealanders this is almost what they’ve become. Millions of dollars and years of debt are unnecessarily added on to mortgages because we don’t think about them in the right way. With BNZ’s mission being to help people “be good with money” we had to do something. So rather than follow category conventions and talk “rate” we put real shredded money in front of people to highlight the wastage and trigger BNZ’s biggest ever year of lending.

TigerAir
Tiger Infrequent Flyers Club
Travel / Tourism
Tigerair
McCann Melbourne

Case Summary
In Australia, budget airlines are a relatively new phenomena. Tigerair has opened the sky to millions of Australian's since launching, but their service expectations were established and shaped by the premium market. To re-adjust expectations of what a budget-airline delivers, we launched a new kind of loyalty program, breaking category conventions: The Infrequent Flyers Club. Offering flyers almost nothing at all, this real program makes no frills flying a badge of honour. Nearly 500,000 members registered in the Infrequent Flyers Database, raising revenue by 5% and achieving a 363% ROI.

ASMR
Dove "Silk Smooth ASMR"
Brand Experience
Mars Food China
BBDO China (Beijing)

Case Summary
This is the story about how Dove managed to revive interest for its “silky smooth” chocolate, providing a new experience of the product’s pleasure, but without the product. For the first time ever, a brand has used ASMR (autonomous sensory meridian response), to re-create the feeling of “silky smooth” taste, through other sensorial triggers than taste. An innovative experience, which has brought to Dove 867M online impressions, 17,298,899 video views and contributed to the overall sales and e-commerce growth in September.

Land Rover
Love from Land Rover
Brand Experience
Land Rover New Zealand
Y&R New Zealand

Case Summary
2015 marked the final ever year of production for the iconic Land Rover Defender, we needed to celebrate the history it had created with a relevant Kiwi story and sell a record number of new vehicles. This is the story of how we connected with a local and global audience by creating a unique brand experience four Kiwi blokes. Land Rover created the ultimate Valentine’s Day gift, a piece of branded content that would become the most watched piece of Land Rover content ever and helping to deliver record sales

Ariel
Ariel - Share The Load
Brand Revitalisation
Procter & Gamble India
BBDO India

Case Summary
Some campaigns can change a brand’s fortunes within a category. Some campaigns can disrupt and redefine categories. Some campaigns can move society forward in a small but meaningful way, redefine categories and change a brand’s fortunes. Ariel, one of India’s leading premium detergent powders, did the latter with ‘Share the Load’ – a provocative social movement that focused on the cultural stain of gender inequality at home, instead of clothes stains to liberate women from the obligation of doing laundry.

ShopClues
Introducing India to Commute Commerce
David vs Goliath
Clues Network
Enormous

Case Summary
Big e-retailers created a sale campaign to just ‘sell more’. But with low awareness, low consideration and low budgets, ShopClues sale campaign had to work harder and also differentiate the brand. We identified an emerging trend of shopping on mobile app from 6-9 PM, which coincided with the Indian behavior of shopping at bazaars on the way back home. This inspired the idea of ‘Commute Commerce’ and the ‘Ghar Wapsi (Home Coming) Sale’. By showing how the sale made mundane commute more exciting, ShopClues created a new habit among Indians.

Ariel
Ariel - Share The Load
GoodWorks - Brand
Procter & Gamble India
BBDO India

Case Summary
Some campaigns can change a brand’s fortunes within a category. Some campaigns can disrupt and redefine categories. Some campaigns can move society forward in a small but meaningful way, redefine categories and change a brand’s fortunes. Ariel, one of India’s leading premium detergent powders, did the latter with ‘Share the Load’ – a provocative social movement that focused on the cultural stain of gender inequality at home, instead of clothes stains to liberate women from the obligation of doing laundry.

Breast Cream
Breast Cream
Small Budget-Products
NZ Breast Cancer Foundation / Skinfood
Colenso BBDO / Proximity

Case Summary
The World Health Organisation estimate that over 400,000 women a year globally could be saved by the early detection and treatment of breast cancer. However, with a surprisingly high number of women feeling uncomfortable with checking themselves, too few were engaging in this life saving routine. To combat this, we created a product called Breast Cream - a simple moisturiser whose very presence in your bathroom helps make checking your breasts a non-threatening, familiar part of your regular beauty routine. What’s more, it changed the behaviour of NZ women.

A for Anthem
A for Anthem
Small Budget-Services
The Akanksha Foundation
Ogilvy and Mather

Case Summary
A bigger problem than illiteracy? Getting a non-altruistic society to lend a hand. ‘Akanksha', an education NGO needed quality teachers and substantial applicants but at Zero Media Budgets. Digital was the only way. HOW DO WE COMPEL INTERESTED BUT DORMANT TG TO APPLY? For inspiration, we went back to the product-Akanksha Kids! They taught us something that most Indians didn't know-the meaning of our national anthem! The execution was an online video that was so endearing that TV channels aired it for free. Teacher applications at Akanksha increased by 70%.

People's Beer
The People's Beer
Sustained Success
Boundary Road Brewery
Barnes, Catmur & Friends Dentsu

Case Summary
In August 2011 a lone newspaper ad announced the launch of The Boundary Road Brewery. It boasted a range of high quality craft beers, cleverly named and imaginatively packaged. It also did not exist…yet. The people reading the ad were going to help us create it. Within months “the people’s beer” was challenging brands that had been around for decades. Four years later Boundary Road makes millions in profit, has a loyal fan/database, and shows how the most traditional category of all can thrive in the digital age.

  • CAAAA Member Associations

    logo-AAAAHK logo-AAAI logo-PPPI logo-KAA
     
    logo-AAAAS



     
  • Media Partners
    acnnewswire MediaBUZZ logo adobomagazine Brand Buffet campaignbriefasia
     
    Digital ING digitalmarket mumbrella TheEdge  
  • Partners

    Bloomberg
         
  • Supporters

    alice_logo