The NZ Marketing Association is excited to reveal the results of its "Vogels Toast to the Greatest Campaigns of the Last 50 Years" competition, celebrating outstanding New Zealand marketing campaigns. The competition generated large interest with nearly 12500 votes from the public being cast.
Overall Winner
Toyota's iconic "Bugger" campaign has been named the overall winner, resonating with Kiwis across the generations. This iconic ad, known for its humorous and relatable content, won numerous international and local awards. ‘Bugger’ holds the honour of generating the most complaints with the Advertising Standards Authority – “which equates to gaining great cut through” says John Miles, CEO of the NZ Marketing Association. Judges of the overall campaign couldn’t split second place for the 50 years and awarded a joint second for Mitre 10 Sand Pit and BASF Dear John.
Decade Winners
The following campaigns emerged victorious in their respective decades:
• 1970s: The Great Crunchie Train Robbery (Runner Up – Hugo and Holly, KFC)
• 1980s: BASF's "Dear John" (Runner Up Goodnight Kiwi – TVNZ)
• 1990s: Toyota's "Bugger" (Runner Up Xmas Scorched Almonds – Nestle)
• 2000s: Mitre 10's Sand Pit (Runner Up Kiwis Overseas – Vogels)
• 2010s: State Insurance's "Nothing Gonna Break My Stride" (Runner Up Legend, Ghost Chips – NZTA)
• 2020s: Tina from Turners (Runner Up Lost Ticket – Lotto)
John stated: "These winning campaigns exemplify the creativity and cultural relevance that have defined New Zealand advertising. They've not only entertained us, but have become part of our national identity. They have achieved cut through by entertaining and putting a smile on people’s faces.”
A Toast to Creativity
The competition highlighted the importance of entertainment and risk-taking in advertising. Miles emphasised the need for modern marketers to embrace bolder approaches: "Memorable campaigns pushed boundaries and used humour to capture attention."
Inspiring the Future
These winning campaigns remind us of the power of storytelling and emotional connection in advertising. The NZ Marketing Association hopes to inspire a new generation of marketers to create equally impactful work.
For more information and to view the winning campaigns, please visit https://marketing.org.nz/greatest-campaigns-of-the-decades.
About the NZ Marketing Association:
The NZ Marketing Association, celebrating its 50th anniversary, is New Zealand's leading professional body for marketers, dedicated to Helping NZ Marketers be Brilliant.
Contact:
John Miles, CEO
NZ Marketing Association
021 024 57363
john@marketing.org.nz
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