Big win for Big

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AUCKLAND, Wednesday: Big Communications is celebrating last week’s Best Marketing Campaign win (for RNZ) at the 2020 RBA Radio Awards.

The RNZ campaign was produced by the Auckland CBD-based creative agency, with media strategy & planning from independent media agency Together.

Big MD Ant Salmon said: “Executions were deliberately simple, copy-driven and bold, to catch attention and focus behaviour.

“We didn’t feature any images of presenters or DJs, a departure from the category. The headlines were written to make people think, and then we strongly offered the Auckland frequency of 101.4FM.

“Great behavioural insight, creativity and collaboration between Big & Together delivered a result to be proud of.”

“A real-time platform allowed us to change out programme names by time of day (Morning Report in the morning, Checkpoint in the afternoon). Our launch executions (such as Ad free, not ad nauseum, News Zealand, Economics 101.4’ were followed by daily headlines which were written in collaboration with RNZ’s producers.”

Together managing partner Rufus Chuter said: “The campaign was designed to break auto-pilot radio listening news habits, delivered at moments when people could easily try RNZ National instead.

“Great behavioural insight, creativity and collaboration delivered a result to be proud of.”

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