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DraftFCB Top Dog in Yahoo! Digital Strategy Awards

Auckland, New Zealand: DraftFCB is once again in the running for the overall 2012 Yahoo! Digital Strategy Award following its quarter four win with the ‘MINI Driving Dogs’ campaign on behalf of MINI and the SPCA’s drive to boost shelter dog adoption.

Tasked with the challenge of changing the perception that SPCA dogs have behavioural issues, driving adoption rates and increasing awareness of MINI’s association with the SPCA – Driving Dogs was born.

“This campaign took a key consumer insight about perceptions around SPCA dogs having behavioural problems and created a digital campaign that could not have been as successful on any other media,” said Yahoo! New Zealand General Manager, Laura Maxwell-Hansen.