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Award-winning case study
1.
Tui - Irresistible to men since 1889
The Communication Agencies Association of New Zealand, Bronze, New Zealand Effies Awards, 2009
Take a brewery staffed by gorgeous women, a handful of brave lads, several pallets of ice-cold East India Pale Ale (aka Tui) and let the hi-jinks begin. How does a beer brand, notorious for the irreve

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Award-winning case study
2.
NZ Police - Get better work stories
The Communication Agencies Association of New Zealand, Bronze, New Zealand Effies Awards, 2009
Life changing decisions are never made lightly and to motivate two thousand five hundred people to physically act with a view to choosing or changing their career ultimately creating 1000 new employee

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Award-winning case study
3.
Electoral Enrolment 2002 - 2008
The Communication Agencies Association of New Zealand, Silver, New Zealand Effies Awards, 2009
A 4% increase over nine years may not seem like the basis of an award winning 'Sustained Success EFFIE entry. But when talking about the difference between 91% and over 95% of the total 18+ population

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Award-winning case study
4.
Ministry of Health National Screening Unit - National Cervical Screening Programme
The Communication Agencies Association of New Zealand, Silver, New Zealand Effies Awards, 2009
Cervical screening is one of the most preventable cancers - without effective screening it would claim the lives of a further 250 Kiwi women each year. This campaign was the first ever national cervic

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Award-winning case study
5.
Arnott's New Zealand - Vita-Weat
The Communication Agencies Association of New Zealand, Bronze, New Zealand Effies Awards, 2009
This is the story of a mouse that wrestled marketing control from Australia back into New Zealand hands. The challenge was to grow to be the number one cracker - but with only enough marketing investm

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Award-winning case study
6.
Roche - Neulastim DM
The Communication Agencies Association of New Zealand, Bronze, New Zealand Effies Awards, 2009
Roche have a drug (called G-CSF) that can improve the survival rates of cancer patients receiving chemotherapy. Unfortunately, while it is available in New Zealand many of our cancer specialists do no

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Award-winning case study
7.
Tip Top - Goody on a stick
The Communication Agencies Association of New Zealand, Bronze, New Zealand Effies Awards, 2009
Smiling mums, affectionate kids and soft focus are the norms that spring to mind when it comes to family ice cream advertising. The launch of Goody on a Stick broke two-thirds of those. Goody on a Sti

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Award-winning case study
8.
NZDF - The "real" NZ Army
The Communication Agencies Association of New Zealand, Silver, New Zealand Effies Awards, 2009
Every year the NZ Army faces the tough task of recruiting the right number of high quality youth into its ranks, youth whose perceptions of a career in the NZ Army have been shaped by unfavourable ima

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Award-winning case study
9.
New World - World of difference
The Communication Agencies Association of New Zealand, Bronze, New Zealand Effies Awards, 2009
New World is at the full-service, premium end of the supermarket spectrum but in 2008 this became the worst place to be. Consumers quickly reacted to the recession, changing their grocery behaviour ov

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Award-winning case study
10.
Heinz Watties NZ - A Seriously Good Launch
The Communication Agencies Association of New Zealand, Bronze, New Zealand Effies Awards, 2009
Desperate to take advantage of the fast-growing mayonnaise category, Heinz developed a new premium product called Seriously Good Mayonnaise, to directly compete with Best Foods who had a 60% market sh

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Award-winning case study
11.
Sky Television - My Sky HDi
The Communication Agencies Association of New Zealand, Silver, New Zealand Effies Awards, 2009
The launch of MYSKY HDi, SKYs second-generation personal video recorder, was a breakthrough for SKY. SKY Television CEO John Fellet summed it up. "Out of everything we have ever done greatest uptake w

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Award-winning case study
12.
Primo Extremo
The Communication Agencies Association of New Zealand, Silver, New Zealand Effies Awards, 2009
The liquid breakfast category had been an impenetrable fortress, owned and barricaded by Sanitariums Up & Go, which had held between a 90% and 100% share since 1998. PRIMO EXTREMO!!! changed that in 2

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Award-winning case study
13.
Speight's Summit Lager - Don't mess with nature
The Communication Agencies Association of New Zealand, Gold, New Zealand Effies Awards, 2009
Dont Mess with Nature showed how an innovative use of creative can bring to life product attributes in a clear and simple way. Speights Summit Lagers launch into the New Zealand market did more than s

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Award-winning case study
14.
Air New Zealand - Nothing to hide
The Communication Agencies Association of New Zealand, Silver, New Zealand Effies Awards, 2009
2009 saw turbulent times ahead for Air NZ, confronted with two fundamental shifts in market dynamics. With the recession in full swing, the travel market was in crisis. Customers were shopping for che

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Award-winning case study
15.
Solay - Take a small step
The Communication Agencies Association of New Zealand, Bronze, New Zealand Effies Awards, 2009
Eta was facing a revitalised competitor in Bluebird. Now facing the might of new owner Frito- Lay on an aggressive investment drive, they had to act to secure new sources of revenue in the snack marke

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Award-winning case study
16.
Steinlager Pure - David vs. Goliath
The Communication Agencies Association of New Zealand, Bronze, New Zealand Effies Awards, 2009
The European brands had had the premium market all to themselves, Steinlager Pure let them know in year one that it meant business. Year 2 was always going to be a high pressure year for Pure. The exp

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Award-winning case study
17.
Mizone Rapid - Leaner and meaner
The Communication Agencies Association of New Zealand, Gold, New Zealand Effies Awards, 2009
Mizone Rapid needed to strap on its running shoes and get back in the race. Which is exactly what the Leaner and Meaner campaign delivered for the sports drink brand. Within three months the campaign

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Award-winning case study
18.
Telecom New Zealand - The Telecom Tree
The Communication Agencies Association of New Zealand, Silver, New Zealand Effies Awards, 2009
In 2008, Telecom Retail (Telecom) faced a declining market preference in Auckland. To begin rebuilding preference amongst this market, Telecom realised it had to do something genuine, and good for the

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Award-winning case study
19.
Yellow Treehouse
The Communication Agencies Association of New Zealand, Silver, New Zealand Effies Awards, 2009
In 2008, the NZ Yellow pages Group had a major image problem. Consumers and advertisers alike were questioning their relevance in the post-Google age. Something major needed to be done to make New Zea

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Award-winning case study
20.
McDonalds - My greatest feat
The Communication Agencies Association of New Zealand, Gold, New Zealand Effies Awards, 2009
Changing the way people were thinking and feeling towards the brand was the foundation for this campaign. The idea of My Greatest Feat, whereby children walked the length of New Zealand by clocking up

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Award-winning case study
21.
Winter Power Group - Power Savers
The Communication Agencies Association of New Zealand, Bronze, New Zealand Effies Awards, 2009
Thanks to a perfect storm of events, NZ entered winter 2008 with hydro lake levels heading towards the emergency zone. Blackouts could be on the agenda, unless the power industry could lower demand an

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Award-winning case study
22.
New Zealand Cricket India Tour
The Communication Agencies Association of New Zealand, Bronze, New Zealand Effies Awards, 2009
New Zealand Cricket has never faced such challenging times in terms of attracting punters to venues to watch live international cricket. It's now harder than ever to get your hands on the spectator's

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Award-winning case study
23.
Telecom New Zealand - Test drive
The Communication Agencies Association of New Zealand, Silver, New Zealand Effies Awards, 2009
With its XT launch Telecom had to earn their place back in the mobile game - a tall order from a national telco that for years had been falling behind in the mobile market. This would be the first ste

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Award-winning case study
24.
adidas - Jersey swap
The Communication Agencies Association of New Zealand, Bronze, New Zealand Effies Awards, 2009
adidas Jersey Swap started life as a simple POS brief - but at a time when people are counting their pennies and interest in the game is dwindling it was recognized that something bigger needed to be

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Award-winning case study
25.
Ford Fiesta - This is now Launch 2009
The Communication Agencies Association of New Zealand, Silver, New Zealand Effies Awards, 2009
In early 2009, Ford was faced with the proposition of launching a new vehicle, the new Fiesta, which has been globally touted as the product that will "save the [Ford] empire", to a declining market i

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Award-winning case study
26.
Dulux Colours of New Zealand
The Communication Agencies Association of New Zealand, Silver, New Zealand Effies Awards, 2009
Anticipating recessionary DIY cut backs, Dulux early in 2007 considered how they might protect market share, and position the brand for post recession growth. The priority was to lift Duluxs brand pre

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Award-winning case study
27.
Westpac Rescue Chopper - Finding new heights
The Communication Agencies Association of New Zealand, Silver, New Zealand Effies Awards, 2009
Over the past 28 years Westpac and the Rescue Helicopter Service (Choppers) have built a strong, mutually beneficial relationship. In the past five years, the additional efforts of Westpac to drive do

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Award-winning case study
28.
The Green Party of Aotearoa - Vote for me. Green Party election campaign 08
The Communication Agencies Association of New Zealand, Gold, New Zealand Effies Awards, 2009
'Vote for Me' was a game changing campaign that took a strategic approach in repositioning the Green Party with mainstream voters to achieve outstanding success in the 2008 election. By focusing on th

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Award-winning case study
29.
Kiwibank - Call to arms & join the movement
The Communication Agencies Association of New Zealand, Best in Show, Gold, New Zealand Effies Awards, 2009
Kiwibank opened for business in March 2002 and amassed 400,000 customers in its first few years. However, by 2006 it was ready to ramp up its communications and challenge the status quo with its unash

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Paper
30.
On the other hand: 'Touching and Improving' Consumers' Lives? Or Flailing to Boost the Bottom Line?
Tummler, Warc Exclusive, November 2009
In this article, Tummler, Warc’s regular columnist, discusses the emergence of "mission-statement marketing". In one example of this trend, Procter & Gamble has started to place a heavy ...

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