DraftFCB Media’s ‘Mini Driving Dogs’ were an unqualified success, making headlines around the world in 2012, and the campaign has just been recognised as the winner of the 2012 Yahoo! New Zealand Digital Strategy Awards.
Judges said that campaign, which aimed to promote Mini's association with the SPCA and drive adoption rates, harnessed the true power of digital and succeeded in engaging a mass audience.
This judging panel included Laura Maxwell-Hansen, general manager of
Yahoo! New Zealand; Helen Baxter, managing directrix of Mohawk Media;
Hazel Phillips, editor of Idealog; and Emily Hare, managing editor of Contagious.
“This campaign took a key consumer insight and created a digital campaign that simply could not have been as successful on any other media,” said Maxwell-Hansen.
One of the coups for the campaign was a Campbell Live clip, which showed Porter the pooch driving reporter Tristram Clayton around a track in Avondale.
The Yahoo! Digital Strategy Awards are run quarterly. At the end of each year, the four winners then square off against each other to go for the title of overall winner. This year, PHDIQ was named runner-up for its sLIPTONslide campaign on behalf of Lipton Ice Tea. The other two quarterly winners that qualified as finalists were PHDiQ for the Vodafone NZ Samsung Galaxy SIII launch campaign and Contagion for Tasti's Not Quite as Kiwi As campaign.