Tenfold turns PVC piping into a marketing winner

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The corks must have been popping at Tenfold Creative last week as they went home with top honours from the 2016 TVNZ NZ Marketing Awards for their work with Marley New Zealand. Tenfold took the Supreme Award with its marketing initiative Flexible Conduit Repositioning for Marley, which also won the B2B Category award and was a finalist in the Marketing Leadership category.

This year’s awards night marks the 25th year of honouring everything that makes marketing great in New Zealand.

Tenfold’s winning campaign was for Marley’s flexible PVC pipe, used to protect the electrical cables that run through buildings. This product category had become commoditised due to many competing products that appear identical and also due to a lack of brand differentiation.

As market leader, Marley had the vision to invest in repositioning this product range to protect and grow their market share.

Tenfold’s managing director Brendon Gleeson says Tenfold Creative was involved throughout the process, starting with developing product sub-brands and re-designing the packaging. The Tenfold team conceived the advertising campaign, anchored by an unlikely trio of characters that embodied the benefits and attributes of each product. The characters were illustrated and then rendered in 3D – having been inspired by popular vinyl figures.

“The campaign concept “Flex Force are on the job” focussed squarely at the busy trade audience and the characters personalities were designed to appeal to a typical kiwi sense of humour with accessories including jandals, stubbies and cricket bat or energy drink and pie in hand.

“The campaign rolled-out across electrical merchants nationwide and took on a life of its own with customers posting hillarious photos of themselves dressed as their favourite characters. The results have exceeded all expectations and winning both the Business-to-Business and Supreme Awards has validated Marley’s commitment to investing in marketing.”


Managing Director: Brendon Gleeson
Creative Director: Jon Raymen
Group Account Director: Hayley Wallace
General Manager: Sean Waddell
Marketing Manager: Scott Townsend
Marketing Executive: Susan Stephenson

The night’s other big winners was Fisher & Paykel Healthcare, which took home four awards in the export, healthcare, technology and insight categories.

Eat My Lunch, which won three judges’ choice awards – innovation, sustainability and transformational – also had a hugely successful night.

Mercury Energy took home two awards for the consumer products and services, and utilities/communications categories.

Rounding out the night’s winning storytellers were AccorHotels, API Consumer Brands, DB Breweries, Health Promotion Agency, McDonald’s, NZME, Pacific Coilcoaters, Paralympics New Zealand, Restaurant Brands (KFC), SBS Bank and Subaru of New Zealand.

In addition to the category awards, four outstanding individuals were also honoured. The Rookie Marketer of the Year was Lana Blair from Lion, and in what was a very strong field of finalists, the Marketer of Year Award went to Dave Elliott from Mitre 10 New Zealand.

Claiming the Marketing Excellence 2016 title was Clive Nelson, chief executive of the Health Promotion Agency. And industry legend Peter Cullinane was inducted into the Hall of Fame.


Supreme Award sponsored by TVNZ – Marley New Zealand, Flexible Conduit Repositioning
Marketing Hall of Fame sponsored by TVNZ – Peter Cullinane
Marketer of the Year sponsored by Fairfax Media – Dave Elliott, Mitre 10 New Zealand
Rookie Marketer of the Year sponsored by News Works NZ – Lana Blair, Lion


Automotive – Subaru of New Zealand, The Outback
B2B – Marley New Zealand, Flexible Conduit Repositioning
Consumer Products & Services – Mercury Energy, GEDs
Export – Fisher & Paykel Healthcare, Optiflow Junior – Therapy Growth and Product Preference
Fast Moving Consumer Goods (FMCG) sponsored by BrandWorld – DB Breweries, Old Mout Hard Cider
Financial & Banking – SBS Bank, The Little Bank with Big Ambitions
Healthcare/Beauty – Fisher & Paykel Healthcare, Optiflow Junior – Therapy Growth and Product Preference
Media/Publishing sponsored by Nielsen – NZME, NZME Rugby World Cup Campaign
Not-for-Profit sponsored by Mailshop – Paralympics New Zealand, Paralympics New Zealand Spirt of Gold® Initiative
Public Sector – Health Promotion Agency, Rheumatic Fever – A New Dimension in Prevention
Retail sponsored by The Wine Portfolio – McDonald’s, McDonald’s Create Your Taste
Sponsorship – Restaurant Brands – KFC, Bucketheads Sells Buckets of Chicken
Technology – Fisher & Paykel Healthcare, Optiflow Junior – Therapy Growth and Product Preference
Travel/Leisure – AccorHotels, Taking Back Control of our Online Booking Channel
Utilities/Communications sponsored by Ubiquity – Mercury Energy, GEDs


Emerging Business/New Brand – API Consumer Brands NZ, Only Good ® Brand Development & Launch
Innovation – Eat My Lunch, Birth of a Social Movement
Insight sponsored by Narrative – Fisher & Paykel Healthcare, Optiflow Junior – Therapy Growth and Product Preference
Marketing Leadership – Pacific Coilcoaters, Colorcote Rebrand
Sustainability sponsored by Webstar – Eat My Lunch, Birth of a Social Movement
Transformational – Eat My Lunch, Birth of a Social Movement

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