Draft FCB wins Yahoo! New Zealand Digital Strategy Award for Electricity Authority campaign
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.
Says Laura Maxwell-Hansen, general manager Yahoo!New Zealand: “The Electricity Authority identified that only 5% of eligible New Zealanders were actively looking at switching electricity providers so they developed a digital strategy to engage consumers in taking one simple step to find out their savings number. 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 also became more competitive and look-a-like retention campaigns were created.
Says regular DSA judge Helen Baxter, managing director of Mohawk Media: “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 throughout NZ. 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 for their BMW Summer Sale campaign.
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 ofDigital category in 2012
Entries for Quarter 4 campaigns are now open.
1 Comment
This what you win if you can’t win anything of note on the international stage.