Saatchi & Saatchi, media partner Carat and ASB have chalked up another win for the Like Loan campaign, which gave its Facebook fans the chance to lower its home lending rate with the power of a like.
The campaign has already won Gold in the financial services category at the Direct Marketing Awards and a Gold and two Silvers at the AXIS Awards. The latest addition is a Gold award in the Warc Prize for Social Strategy.
The inaugural awards recognised 18 campaigns for social ideas that generate earned media and drive business results. The case study competition offered a $10,000 prize fund.
“It’s exciting to think that New Zealand is leading the way with this work and is among the best in the world at harnessing the power of social media for businesses and brands, driving real business results," says Saatchi & Saatchi director of strategy Murray Streets.
Like Loan debuted in 2013 and ran over four weeks. The bank's home loan rate dropped in that time to 1.15 percent.
The campaign ran again this year, adding TVCs to social media to show the rate in real time. It also used banners, radio and experiential.
The final rate reached zero percent.