Special wins in Oz

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AUCKLAND, Today: Special Group’s Good Morning World campaign for Tourism New Zealand has won another Campaign of the Year title, this time at the Australian Mumbrella Agency of the Year Awards. 

Good Morning World also won Content Marketing Strategy of the Year.

This follows the AUNZ agency’s Campaign of the Year win at AdNews in September.

Special founder/ceo/CCO Tony Bradbourne said: “This is the first time a New Zealand agency or campaign has won the major Australian Campaign of the Year Award for either publication, and comes after picking up pencils at D&AD and One Show, and three Golds at AWARD.

“The campaign was also judged the world’s most effective at the Global Effie Awards –making Good Morning World New Zealand’s most highly awarded advertising campaign of the past year.

“The campaign featured a different Kiwi saying ‘Good morning’ to the world via Instagram, from their special part of the country, every day, for an entire year.

“This has been called Tourism New Zealand’s most effective campaign ever.”

“It was designed to show the warm, genuine, welcoming nature of Kiwis, and not just the traditional focus on scenery. Because New Zealand is one of the first countries to greet each new day, it was a big, kind gesture to make sure the rest of the world woke up to a smile.

“Generating over 605 million impressions, 12 million comments, increasing organic search of ‘New Zealand’ by 1590%, and raising consideration to visit and preference to book to record levels, it has been called Tourism New Zealand’s most effective campaign ever.

“It’s more great recognition for an incredibly complicated but important piece of work.

“This is a seriously effective campaign that just keeps getting lauded on the world stage.”

Tourism NZ ceo Stephen England-Hall said: “The campaign performed incredibly well and we are so thankful to stars of the show – the many New Zealanders who showcased who we are as a country and what we have to offer.

“From Johnny at Nin’s Bin to Ash and Aunty Wai on the Whanganui River, they all played their part. Together they made the world fall in love with our people and home. New Zealand stood out on a really competitive global stage and as a country we should be incredibly proud.”

Shark Bait
“Special also won Best Experiential Marketing for their Shark Bait stunt for Uber Eats, generating 1.3 million social hits and driving up sales of Filet-o-Fish by 128%.

“And to cap off a dominant night, Special Australia was crowned Independent Agency of the Year.

“To have both offices performing so well creatively, and collaborating as one group across multiple Transtasman projects, is really pleasing.”

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