DrafFCB's had a pretty good year on the awards front. Hell, it even helped to halt inflation with its 'What's My Number' campaign for the Electricity Authority. And that campaign has won Yahoo!'s Q3 Digital Strategy award, following on from a win earlier in the year for its BMW Summer Sale campaign.
The judges commended DraftFCB for its powerful multi-tiered digital campaign that succeeded in generating mass awareness and conversations about domestic power prices in New Zealand and how much people could save if they changed companies.
“The Electricity Authority identified that only five percent of eligible New Zealanders were actively looking at switching electricity providers so they developed a digital strategy to engage consumers in taking one simple step to find out their savings number,” says Yahoo's Laura Maxwell-Hansen. “Digital provided the mechanism for consumers to join the conversation and helped create motivation for them to complete a power price calculation.”
The campaign included sponsoring weather online and generating discussion on mass reach social media sites. Tailored material was used across all emotional touch points to make the campaign personally relevant.
“Digital allowed the client to connect with users in key interest moments such as gardening, family, weather and saving spaces. It allowed them to deliver relevance, talkability and encourage action through tailored messages,” says Q3 guest judge Sarah Meikel, general manager of marketing, Positively Wellington Tourism.
The campaign recognised the importance of activating a core “savvy shopper” group who were higher electricity consumers and therefore stood a lot to gain. This group then helped spread the word and in essence became a key channel themselves.
As a result, consumers switching power companies increased by 48 percent, with over 87,000 people changing providers in June and July alone. 430,000 people have so far checked it out. And providers also became more competitive and look-a-like retention campaigns were created.
“The campaign not only delivered exceptional metrics and uptakes but it also led to increased competition in the power supply industry and lower prices for electricity consumers throughout New Zealand,” says regular DSA judge Helen Baxter, managing director of Mohawk Media. “It shows how powerful digital can be for driving awareness, changing behaviour and leading to increased social benefits.”