Following the Canterbury earthquakes, insurance company IAG had the need to educate Kiwis on the insurance changes and new requirements to insure properties to rebuild value. And so the Need2Know campaign was born.
The company wanted to make the process of calculating customers’ house rebuild costas as user-friendly as possible and that led to the development of the Need2Know site and online calculator.
With the customer at the heart of the programme, Auckland agency Spacestation created a digital strategy to reach a diverse audience, driving quality traffic and creating onsite engagement.
This strategy included online video placements supporting a range of video executions, to provide information and analysis of the changes, banner and link placements around news-based content and real estate environments, and long-format advertorial supporting copy and videos to provide depth of content. In addition, display activity and search engine marketing connected people searching for insurance to the site quickly and easily.
“In a digital world full of lolcats and youtube videos of people doing stupid stuff, it’s hard to get audiences engaged in more serious, complex subject matter,” said Idealog editor and Digital Strategy Award judge, Hazel Phillips.
“With this campaign delivering over 4.2 million unique views and quality traffic and more than 43,000 users of the Need2Know calculator, Spacestation and IAG are to be applauded for having overcome that complexity to reach a diverse audience and achieve outstanding cut-through,” she added.
Fellow judges Helen Baxter, managing directrix of Mohawk Media, and Alisa Higgins, general manager of the Interactive Advertising Bureau, agreed.
“Spacestation produced a high value campaign that fulfilled the need to educate home owners about insurance changes and provided an interactive and real-time way for them to calculate the cost of a home rebuild,” said Baxter.
The Yahoo! Digital Strategy Awards are run bi-annually and assess campaigns’ ability to deliver against key objectives and successfully address marketing and business challenges through digital campaigns. The Grand Prix winner receives $10,000 of media space on Yahoo! New Zealand, plus free entry into the 2013 CAANZ Media Awards Best Use of Digital category.
Young & Shand’s ‘Ultimate After Party’ campaign for Hallenstein Brothers and the BNZ ‘YouMoney’ campaign by Mediacom were runners-up and also attracted high praise from the judges for their creative use of digital media.
Entries for the next Yahoo! Digital Strategy Awards are open now – http://nz.advertising.yahoo.com/awards/dsa/.