DraftFCB's golden run continues: following up from the last two years' efforts, it can now boast a trio of Best in Show titles thanks to its work on the Electricity Authority’s What’s My Number? campaign at the CAANZ Media Awards.
233 entries were whittled down by 102 local media representatives and Mark Jenner, 2012 Media Awards convenor of judges and head of digital at Telecom, said What’s My Number? earned the top title and an additional clutch of four gold awards as a result of its outstanding media integration. It was linked to the halting of interest and inflation rates last year, it forced the electricity industry to drop its pants and it has already won a host of the country’s big awards.
“The DraftFCB team drew on consumer insights to achieve a huge cut through in a tough market. Simply put, it was a really clever media strategy that rallied action from consumer,” he says.
The campaign drove over 400,000 users online to re-evaluate their power companies, resulting in the overall electricity market prices decreasing in response. Electricity prices dropped 0.3 per cent in the September quarter, only the third time in the past 40 quarters that retail prices fell.
When we talked with DraftFCB’s planning director David Thomason in August, he said the campaign had smashed all expectations and he was amazed at how quickly some of the power companies responded (Contact dropped its prompt payment price from 12 to 22 percent and acknowledged the campaign was the main reason for it, while Mercury came up with the Name My Number site).
“[The reason people weren't switching] was all about apathy, so we had to make it simple and fun, not rational,” he says.
As such, the post-it notes on foreheads was an appropriate platform to get people interested and check out the site (Powershop even used one on Che Geuvara’s head for one of its campaigns).
SparkPHD wasn’t far behind DraftFCB with five golds, two for Instant Kiwi X-Factor, and one each for Four, The Libra Design Project and Street’s Paddle Pop. Naked and Ikon took home two golds for Coca-Cola Happiness truck and The Powerade Challenge and Naked, ACP and Special Group took gold for ecostore’s Little Treasures.
In a similar fashion to last year, OMD came away with just the one gold for the Mountain Dew Skatepark, despite leading the pack in terms of finalists, while Total Media was the other gold winner for Pedigree Adoption Drive.
Other big winners included MediaWorks TV’s Four, which was awarded media brand of the year after rapidly establishing its brand credentials over the past 12 months, reaching a high a few weeks back with the 500th episode of The Simpsons. The judges said Four has been effective in building both a strong audience and the faith of advertisers and agencies in a short time and its performance appears to have vindicated the dual channel strategy implemented during the brief Jason Paris tenure.
Client of the year was awarded to Neeraj Lala, assistant general manager of Toyota, who was commended for the strategic, insightful and fresh way he has championed the agency-client relationship.
The 2012 inspiring individual award was jointly awarded to Alistair Jamison, chief executive of Starcom & ViVaki NZ and Liz Fraser, general manager of MSN. The judges believed that both Jamison and Fraser demonstrated outstanding passion and commitment to building great teams, and equally deserved the title for 2012.
Anna Chitty, US director, business development and marketing at PHD USA and one of the international judges (the local decisions were calibrated by a team of two international judges and two senior New Zealand marketers) was impressed with the quality of media thinking existing in the local market.
“The entries were brilliant – the New Zealand industry is thriving. I loved judging these, and I have to say it was no easy task.”
CAANZ media committee chair Derek Lindsay said the work on show was a testament to the talent within the local media industry, and proves how insight-driven media strategies can benefit business performance.
This story originally appeared on StopPress.
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