JUDGING NOTES FROM MARK CLEMOW

Overall judging comment

It was a very difficult task to judge these awards.  Of the 35 entries across the two categories, not one was undeserving of recognition for the thought that went into the preparation and presentation of the ad.   I especially appreciated those entries that included an endorsement from the client.

After a long deliberation and many reviews of the entries, I arrived at the winners, however I feel every entry requires recognition for reflecting the quality, professionalism and pride in country  newspapers.  Congratulations to all of you.  You are all winners!

Winner

The Bunyip.  Vadoulis Garden Centre Birthday Sale

This is just a terrific ad all round.  It captures the corporate colours of the business and the season beautifully and presents a visual smorgasbord of information and calls to action.  There is so much packed into this ad, yet the good layout doesn’t make it cluttered.  Nice work by The Bunyip.

Second

The Murray Pioneer.  Riverland Butcher

These ads are both clear and friendly, with a memorable headline and creative.  The $10 promotion coupon proved that the method is still a strong sales generator, with the client reporting over 60 redemptions from one ad.  A very successful result on the back of a nice looking ad.  This ad is part of a 12 month campaign, with new creative each month.  The entry included some of the other ads, which are equally as engaging. 

Third

Yorke Peninsula Country Times.  Kadina RetraVision

This advertisement, which ran over two opposing third pages of a feature on the new CBD shopping precinct in Kadina, complemented the overall look and feel of the promotion.  The products and prices were very clearly laid out and the client’s brand was unmistakable.   Good placement, professional layout and a definite incentive leader for the whole promotional feature.

Special mention

South Eastern Times.  Somerset Hotel-Motel

This is a colourful and functional guide to what’s on and highlights from the hotel.  Event information, specials and promotions are clear and visually pleasing.  The front page placement is excellent and creates a “directory style” response where readers know exactly where to look for what’s on at the hotel.  The entry was accompanied by an excellent client testimonial.

Other entries (in no order)

The River News.  Rollbausch meats

This ad is a nice way to spruik the big claims and prices for various meats.  It needs some substantiation of the claims about being “number 1” and some bolder typography with the prices to lift it a bit, but otherwise an effective sales based attention grabbing ad.  The entry needed some information on client feedback and how the ad performed. 

The Leader.  Barossa Think Tank

As a one off, this is an attractive and effective advertisement that fulfilled its purpose by stimulating bookings.  The layout is simple, clean, corporate and coveys a professional position for the event.

Plains Producer.  Pink’s Mitre 10

A nice corporate ad reflecting the brand values of Mitre 10 and introducing the local branding.  It sits very nicely on the page with good colour and a bold headline. 

Plains Producer.  Steinborner Ford

An effective ad for the Ford Everest with “rugged” creative and plenty of information.  It was clear what was in the special offer, how to get it and the cost. 

The Border Watch.  Banner Mitre 10

A good corporate ad reflecting the brand values of Banner Mitre 10 with very clear and uncluttered offers.   It sits well when on the page with the TV Guide.  Clearly the newspaper reflecting the catalogues is very important in the very competitive market.

The Border Watch.  Mount Gambier Hotel

An excellent ad that uses a solid black and reversed white text to focus on the hero image of the product.  The offer and call to action is unmistakable.  The entry needed some information on client feedback and how the ad performed. 

The South Eastern Times.  Henri Post Jewellers

Small and elegant ads that focus on special gifts for lay buy in the lead up to Christmas.  They present a serious offer and reinforce the elegant, quality brand of the client.  They were somewhat lost on the page though and greater thought should be given to the ads around them.

The Loxton News.  Riverland Motor Group

Clear and functional motor vehicle ads that include all of the information necessary to generate a lead.  The grinch character brings into focus the season and perhaps could have been carried across the layout (ie, in difference poses amongst the vehicles).   The entry needed some information on client feedback and how the ad performed. 

Yorke Peninsula Country Times.  Electrical NRG solutions

This ad had a nice, cute aspect to it that clearly caught attention.  A smiling child in a safety shirt is an eye catcher!  The ad is very clear on the offer, which would have successfully prequalified callers.

The Courier.  Mount Barker Steel

This is an attractive ad that clearly presents the product and the business, as well as an effective announcement about their new workshop.  Nice colours and photography and a clear call to action.  The entry needed some information on client feedback and how the ad performed. 

The Courier.  Stanley Bridge Tavern

This ad reflects the corporate branding of the client which is found across their website and menus.  Its contemporary colours and font make it very distinctive, with a lot of information included.  A nice contemporarily designed ad.

 

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