DSA Archive
November 2011
Media Release
Draft FCB wins Yahoo! New Zealand Digital Strategy Award
for the second time this year!
Auckland, November 2011: Yahoo! New Zealand today announced Draft FCB and the Electricity Authority as the winner of the third quarter Digital Strategy Award for its consumer switching campaign.
Judges commended Draft FCB for its powerful multi-tiered digital campaign that succeeded in generating mass awareness and conversations about domestic power prices in NZ and how much people could save if they changed companies.
“The Electricity Authority identified that 78% of New Zealanders were apathetic to changing electricity companies so they developed a digital strategy that would engage consumers in taking one simple step to find out their savings number,” says Laura Maxwell-Hansen. “Digital provided the mechanism for consumers to join the conversation and helped create motivation for them to complete a power price calculation.”
The “what’s your number” multi-tiered campaign included sponsoring weather online and generating discussion on mass reach social media sites. Tailored material was used across all emotional touch points to make the campaign personally relevant.
“Digital allowed the client to connect with users in key interest moments such as gardening, family, weather and saving spaces. It allowed them to deliver relevance, talkability and encourage action through tailored messages,” says Q3 guest judge Sarah Meikel, GM of Marketing, Positively Wellington Tourism.
The campaign recognised the importance of activating a core “savvy” shopper group who were higher electricity consumers and therefore stood a lot to gain. This group then helped spread the word and in essence became a key channel themselves.
As a result, consumers switching power companies increased by 48%, with over 87,000 people changing providers in June and July alone. Providers became more competitive and look-a-like retention campaigns were created. The campaign also succeeded in keeping interest rates down, with inflation coming in well below expectations.
“The campaign not only delivered exceptional metrics and uptakes but it also led to increased competition in the power supply industry and lower prices for electricity consumers through NZ,” says regular DSA judge Helen Baxter, Managing Director of Mohawk Media. “It shows how powerful digital can be for driving awareness, changing behaviour and leading to increased social benefits.”
Draft FCB also won Yahoo! New Zealand’s Q1 Digital strategy Award.
About the Digital Strategy Awards
Launched in April 2010, the awards focus on the key role media strategy plays in the success of digital campaigns.
All quarterly winners are eligible for the overall Yahoo! DSA annual prize of $10,000 of media on Yahoo! New Zealand plus free entry into the CAANZ Media Awards Best Use of Digital category in 2012
Entries for Quarter 4 campaigns are now open.
More information can be found at http://nz.advertising.yahoo.com/awards
-ENDS-
Tags / Keywords: Yahoo! New Zealand, Laura Maxwell-Hansen, Digital Strategy Awards, Draft FCB, Electricity Authority
Links / URLs: http://nz.yahoo.com
For editorial enquiries: Laura Maxwell-Hansen, General Manager, Yahoo! New Zealand, (027) 214 9148 or Laine Sumner, Lassoo Media & PR, (021) 172 4914