Donate Your Kit recognised for effectiveness at 2021 Effie Awards

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Agency News

Date

11/01/2022

The Effie Awards represents the pinnacle in advertising effectiveness. Because of its demanding and empirical nature, in country after country the Effie’s is increasingly considered the ‘one to win’.

Going toe to toe with powerful blue chip competitors in the PR/Experiential category, 2021 Effie Awards Aotearoa recognised VCCP and Cadbury NZ for a powerful and socially meaningful activation that was a catalyst for a massive brand recovery.

Cadbury NZ used its brand platform ‘generous instinct’ to shine a light on child poverty. More specifically, how poverty excludes 1 in 8 Kiwi kids from everyday activities that are important for their social, physical and mental wellbeing.
“Donate your kit” was the idea that ignited the generosity of Kiwis to donate their pre-loved sports kit to Kiwi kids in need - ultimately driving greater social inclusion for children living in poverty.

The campaign not only raised awareness, 70 000 in kit donations and impacted 70% of lower decile schools, but was the catalyst for a significant brand revitalisation. After 10 years of decline, brand power, trust and key equity metrics all turned the corner, and sales outgrew the category.

In our industry it’s always particularly heartening when doing good in the world is also great for business… To achieve these tremendous results in the middle of the pandemic and in non-traditional channels, is testament to our genuine partnership with Cadbury NZ and a powerful, resonant brand platform. Kim Feitelberg, Chief Strategy Officer