DraftFCB has already won a fair swag of awards for its Driving Dogs campaign, and the accolades keep flowing, with the most recent addition being the Q4 Yahoo Digital Strategy Award for the media department.
"This campaign took a key consumer insight about perceptions around SPCA dogs having behavioural problems and created a digital campaign that could not have been as successful on any other media," says Yahoo! New Zealand general manager, Laura Maxwell-Hansen.
Alongside a major PR offensive that saw the campaign launch through Campbell Live, DraftFCB Media, led by digital director Steph Pearson and head of digital & content Harri Owen, developed rich video content which they then seeded through paid, owned and earned online media to generate over ten million views.
"Rather than a one dimensional social strategy, this multi-layered campaign targeted pet purchase moments, online pet environments and a range of social platforms to generate extensive reach. They also kept the dogs as ‘heroes’ rather than the Mini brand at the initial stages," says Maxwell-Hansen.
As a result of the campaign, there was a 40 percent increase in awareness of Mini’s SPCA sponsorship and a 590 percent increase in visits to the dog adoption section of the SPCA’s website.
"Driving Dogs was the clear winner, with a cleverly conceptualised and well executed campaign across multiple platforms, that delivered exceptional metrics, changed perceptions and led to a rise both in interest in SPCA dog adoptions and sales for Mini," says fellow judge Helen Baxter, managing directrix of Mohawk Media. "t’s an excellent example of a commercial/charity partnership that leveraged an effective digital strategy and a stand-out creative idea to create global viral coverage and tangible results for both partners."
DraftFCB Media, which won last year's overall DSA prize, is up against Q1 and Q2 winner SparkPHDiQ and Q3 winner Contagion for this year's top prize, which is set to be announced later this month.
Up for grabs is $10,000 of media space on Yahoo! New Zealand plus free entry into the CAANZ Media Awards Best Use of Digital category in 2013.
