IPA Gold for Clems & Dog

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Clemenger BBDO Wellington’s Mistakes campaign for the NZ Transport Agency has won Gold and the Tim Broadbent Prize for Best International Campaign at the IPA Effectiveness Awards in London. The IPA event rewards work that “that demonstrate marketing payback”.

The commercial was shot by Finch NZ director Daren Seale (pictured).

“The campaign was based on the assumption that while most speeding drivers believe they’re skilled enough to exceed the limit, everyone else is the problem,” the IPA judges said. “The anti-speeding film relied on this assumption for its impact, gaining international fame.

“More importantly, it created a conversation about speed amongst people who had stopped listening.”

The judges heard that, in the first year after the campaign launched, average speeds on New Zealand roads fell by an average of 0.4km per hour, projected to reduce NZ’s road accident bill by NZ$46 million.

Using a conservative estimate that 10% of this saving was attributable to communications, the campaign is estimated by the agency to have returned NZ$1.6 for every dollar invested.

Judge Andrew Geoghegan, who is global head of consumer planning at Diageo London, said: “We were impressed by the great use of channels, recognising the pre-eminence of TV to create a national debate on the issue, which is essential to realising such a massive behavioural change.”

In total, 11 gold, 13 silver and 15 bronze prizes, along with nine special prizes were awarded.

  • See the full 2016 IPA Effectiveness Awards winners list here

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