BelowTheLine scores Gold at the MAA Globe Awards for Huggies ‘Animal Toys’ campaign
The MAAW has announced the 2013 winners in the MAA Globe Awards with New Zealand agency BelowTheLine scoring Gold for Huggies ‘Animal Toys‘ campaign.
Over 120 judges from 15 countries representing agencies, clients, academia, media and industry associations carefully reviewed over 300 campaigns from 25 countries in November/December 2013. Every campaign had to be an award winner in its own country before it could even be put before the judges. Including the Best of the Best Gold Globe Award, the judges made 74 Awards – Gold, Silver and Bronze – in 25 Categories.
The only New Zealand winner at this year’s Globe Awards, BelowTheLine won a gold in the direct marketing category for its Huggies Animal Toys campaign for Kimberly-Clark. The campaign had previously won silver at the 2013 APMAs, thus qualifying it to enter, and was BelowTheLine’s first time entering the Globes.
Involving a collect and redeem mechanic and the creation of a range of highly collectable wooden toys, the Huggies campaign built brand loyalty with one of the toughest consumers there is, mums with babies. Communicated across TV, online, on pack and instore, the campaign achieved massive cut through resulting in the highest ever weekly redemptions of toys versus previous promotions, highest ever recruitment to the Huggies Club, and record levels of satisfaction and other key brand measures.
As the only New Zealand award recipient, BelowTheLine director Christine Abbott says the agency is “over the moon” to be recognised amongst the world’s best.
Says Abbott: “To be acknowledged alongside global powerhouse agencies and against campaigns with much bigger budgets well it’s major kudos for a Kiwi indie like us.”
Kimberly-Clark NZ head of of marketing Grant Hartley says the Huggies Animal Toys campaign was an outstanding success.
Says Hartley: “We’re extremely happy with the campaign and the results achieved by BelowTheLine. To be recognized internationally is the icing on the cake.”
2 Comments
The what awards? Never heard of them.
The MAAW (Marketing Agencies Association Worldwide) GLOBE Awards represent the best of the best marketing campaigns in the world. To be eligible to enter the awards, campaigns must have already won an award in an approved awards programme in their own country.