If you’ve worked in this industry long enough you’ll have seen them. Some of you may even have fallen victim to them yourself. They’re a blight on our industry and an increasing embarrassment for agencies and marketing teams alike. We are, of course, referring to the disparaging remarks posted by Anonymous commenters on advertising blogs; invisible trolls, that seek to undermine and criticise other people’s work, often fuelled by their own envy.
This year, .99’s creative campaign for the 2014 New Zealand Effie Awards seeks to tackle this issue head on. Taking the view that since real life results can’t be argued against, winning an Effie is the best way to ‘Silence Anonymous’.
The campaign comprises a series of executions containing negative ‘Anonymous comments’ based on posts made recently on New Zealand advertising blogs. Cleverly, the comments are transformed into positive feedback once the unique shape of an Effie trophy is placed over the top, illustrating how successful the ad in question actually was.
“Effies are all about demonstrating just how effective your work is, and decisions about whose campaigns are the best are based on results,” says Ben Goodale, Managing Director, .99 and justONE. “We’ve all read those nasty blog posts so we thought a campaign that showed how to prove them wrong was a lovely disruptive approach to engage entries this year.”
Craig Whitehead, Chief Creative Officer, .99, adds “Now, perhaps more so than ever, clients demand work that demonstrates exceptional results. We hope our ‘Silence Anonymous’ campaign to promote the Effie Awards prompts people to enter, celebrate their efforts and lay claim to having done just that.”
CAANZ CEO, Paul Head, echoes these thoughts adding, “Anonymous blogs are a part of the phenomenon of blogging, however the mere fact that authors do not need to add their name to their opinions, means spiteful comments are aired that would not otherwise have been written had the author not had the wall of anonymity to hide behind. It is time authors stood behind their comments and we hope this campaign from .99 will help to highlight the negativity that this anonymity sometimes brings to our industry.”
This campaign will be executed across online, eDM, DM, in-agency posters, and a cover ad on 500 targeted-copies of the latest Marketing Magazine.
The call for entries is now open with a closing date of 5th August 2014. Winners and finalists will be celebrated and awarded at the Gala dinner to be held at The Langham, Auckland on Thursday 9th October 2014.
The 2014 New Zealand Effie Awards are proudly brought to you by CAANZ in association with TVNZ and ANZA and our sponsors: APN NZ Media, Nielsen and The Radio Bureau with the support of FUZED.