AUCKLAND, Tuesday: The 2022 Westpac NZ Franchise Business Awards have recognised the Rodney Wayne Change The Story campaign by Lachlan McPherson & Friends as Marketing Campaign of The Year.
The Awards were presented at a Gala Dinner in Auckland. Rodney Wayne also received awards for Best Franchise System; Retail and Hospitality, and the Westpac Supreme Franchise System of the Year title.
Change The Story ran nationwide in magazines, outdoor, digital and social media. It was created on an idea founded on the truth that nothing rivals the experience of walking out of the salon with a fresh style, and research that indicates good hair is important to maintain self-esteem.
The campaign features a diverse range of Rodney Wayne clients and explores the emotions they went through as part of their hair transformation.
“Change The Story ran nationwide in magazines, outdoor, digital and social media.”
Rodney Wayne said; “We are delighted with the wins. Creative marketing by Lachlan McPherson and Friends has lifted the business and helped the brand remain the number one hair salon choice for New Zealanders.”
The judges commented: “The campaign was very clearly thought out, researched to ensure it was appropriately targeted and was well executed. The campaign delivered strong results for the system and its franchisees.”
“The Change The Story campaign is not only about changing the way the world sees you but changing the way you see yourself,” said. Lachlan McPherson.
“Insights showed New Zealander’s coming out of a lockdown wanted a fresh outlook as well as a fresh new look – It’s an honour to work with such an iconic New Zealand brand like Rodney Wayne.
CREDITS
Agency: Lachlan McPherson and Friends
Creative team: Rob Jack, Lachlan McPherson
Media: Seed
Typography: Brent Courtney
Hair Direction: Rodney Wayne
Education and Creative Director: Newton Cook
Photographer: Guy Combes
Video: Magnesium
Print Production: Axiom
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