The Asia Pacific Effie Awards shone their light on Godzone Friday night – pinning a Gold and a Silver on Special Group its innovative 2degrees Data Hunt campaign, and Colenso BBDO with two more global Golds for Pedigree Child Replacement Programme.
The mobile campaign was one of 2degrees’ most successful ever – with the Data Hunt app being downloaded more than 200,000 times, going straight to No 1 on the App Store and Google Play, and played over 5.1 million times.
Crucially it reduced churn by 16.6%, engaged 45,000 customers from other networks and delivered a “staggering” ROI of $9.93. The campaign helped drive 2degrees’ first annual profit in its seven-year history.
“This is huge recognition for a brilliant campaign, and a really smart mobile initiative from the whole team at Special,” said co-founder Tony Bradbourne.
“It’s recognition, too, of a very smart client, who immediately saw the business potential when we presented this Special innovation to them.”
“NZ was up against the best work from 15 countries, and extremely tough judges inclined to see things with completely fresh eyes.”
In the APAC Effies, NZ was up against the best, most effective work from 15 countries, and some extremely tough judges who are inclined to see the work with completely fresh eyes.
Special Group also took home a Bronze Effie for its Smirnoff Pure Potential campaign. Now in its fifth year, the campaign won for Sustained Success. Special Group head of strategy Rory Gallery told M+AD that Pure Potential has grown sales volume by 28%, and sales value by 71% over the past four years.
“It’s a textbook example of the power of a long-term brand platform to drive sales and profit growth,” he said.
Aussies unload AoY gong on Special
The Effie wins follow shortly after Special Group was named New Zealand Agency of the Year by Australia-based Campaign Brief magazine.
“The Effies are proof that our work can make a massive difference to our clients’ businesses,” said Special Group managing partner Michael Redwood.
“To be the most recognised independent agency in the region is a great endorsement of Special Group’s world-class work and business momentum. We’re very proud of our team and our client partners.”
More of their winning work below
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