Apart from shaking up the lives of thousands, the 2010 and 2011 Canterbury earthquakes also saw a shift in how insurance companies do their business. Auckland-based digital agency SpaceStation's online media work for IAG's 'Need2Know' online information campaign has won it the first Yahoo Digital Strategy Award of this year.
Insurance giant IAG owns State, NZI and AMI – and is also an underwriter for ASB Bank, BNZ and The Co-operative Bank. Its Need2Know website provides educational information about recent changes to insurance rules and a calculator to figure out the likely cost of rebuilding a home following a major disaster.
The site also includes videos including TVCs and longer education pieces. SpaceStation, an OMG agency, handled the media, which included placements in Yahoo, Realestate.co.nz and Trade Me. According to a Yahoo statement, DraftFCB was on point for creative although Colenso BBDO recently scooped all of the business away from DDB. StopPress has contacted IAG and SpaceStation for clarification on this point.
Judges said SpaceStation took a difficult information-laden brief and delivered a customer-focused campaign. At the same time the campaign delivered traffic to IAG websites and 43,000 people used the Need2Know calculator itself.
“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,” says Idealog editor and DAS judge, Hazel Phillips.
Young & Shand's 'Ultimate After Party' campaign for Hallensteins, and Mediacom's BNZ YouMoney came in as runners ups.