FCB NZ’s Matt Williams and Freddie Coltart win the February ORCA for A.S. Colour campaign

Matt Williams (right) and Freddie Coltart (left) from FCB are the recipients of the February ORCA for their campaign for A.S. Colour which revolved around the idea to make a sale that only lasted as long as their radio ads.

A.S. Colour is an apparel chain, historically known as a t-shirt company. Despite today having over 450 different products on offer, all anyone continued to buy were the tees – over 75% of all sales. When ads were on, it was two-for-one instore. When they weren’t, customers waited for the next ad. And the more they waited, the more they got familiar with (and bought) product they’d never considered.

Says Williams and Coltart: “We realised many customers weren’t even aware of just how much was on offer instore. We had to change that.”

VIEW THE CONCEPT

Simon Vicars and Brett Colliver from Colenso BBDO also deserve a mention. The pair picked up a merit for their Mizone campaign.

“Tone and humour were spot-on. ‘Scientist’ commercial is best to combat the now-common ‘health expert’ quote, ‘you only need to drink water to hydrate – you don’t need a sports drink’… these Mizone ads challenge this idea with wit, humour and credibility.”

The FCB creative team pick up the $500 and a limited edition Martin Horspool certificate and a $5,000 radio schedule for A.S. Colour.