CATEGORY

Supreme Award; Consumer Products & Services; Best Brand Extension/innovation; Best Collaboration

MARKETING INITIATIVE

AA Home Response

JUDGE’S COMMENT

“AA'S award entry demonstrated a high level of strategic marketing nous. There was a clear line of sight on the business problem at hand, that if left unresolved, had the potential to be a showstopper in the future. The team demonstrated excellence in end-to-end execution of the marketing value chain - where the customer is very much at the heart. It was a complex project that disrupted BAU thinking. Marketing has clearly led this to drive impact, extending the AA'S trusted brand position into a new category tapping into existing customers and recruiting new blood. We look forward to seeing how this plays out in the future. Solid foundations have been set.”

MARKETING PARTNERS

Rainger & Rolfe

FINALISTS

Supreme Award: Air New Zealand, Auckland Council, Fly Buys, FMG, Genesis, Health Promotion Agency, Movember Foundation, New Zealand King Salmon, NZME, Samsung Electronics NZ, The Warehouse Consumer Products & Services: BP Oil New Zealand, New Zealand Racing Board (TAB) Best Brand Extension/innovation: BP Oil New Zealand Best Collaboration: Air New Zealand, New Zealand Trade and Enterprise, Vector and Auckland Council