DSA 2010 Q1 Winner
NZ, June 172010: Yahoo! New Zealand today announced MEC as the winner of its new quarterly Digital Strategy Award for the agency’s Caltex with Techron campaign. Launched in April, the awards focus on the key role media strategy plays in the success of digital campaigns. Yahoo! New Zealand’s General Manager, Laura Maxwell-Hansen, is delighted with the first round of awards.
“We were really pleased with the caliber of entries, which demonstrated clever digital thinking to address strategic issues facing each business,” said Maxwell-Hansen. “MEC, in particular, delivered outstanding campaign and business outcomes for Caltex with Techron.” MEC worked with the publisher to create a mini-site, displaying traffic cameras in Auckland, Wellington and Christchurch for users to view traffic conditions before leaving home or work. The content was of real benefit to consumers and created outstanding engagement with an average of over seven minutes spent per unique browser.
Matt Benning from MEC is thrilled with the win saying, “Online strategy was instrumental to the overall success of the campaign as it provided a key vehicle to drive awareness and understanding of the Caltex with Techron difference.”
“Development of engaging content with Yahoo! New Zealand also provided positive empathy for the Caltex brand.”
The DSA judges commended MEC for “excellent use of tailoring across multiple channels”. Regular DSA judges Maxwell-Hansen and Helen Baxter, managing director of Mohawk Media are joined by a guest judge each quarter. Rachel Prince, Advertising Manager of the NZ Transport Agency was the award’s inaugural guest judge.“Caltex capitalised on the ability of digital media to target key audiences when they were thinking about getting in their car,” says Baxter.