DraftFCB takes 2011 DSA honours with What’s My Number?

DraftFCB’s What’s My Number? campaign for the Electricity Authority won big at the RSVP and Nexus Awards recently and it’s added to what could be a big haul this year by taking out the 2011 Yahoo! New Zealand Digital Strategy Award in Auckland last night.

“DraftFCB developed a highly involved campaign that engaged consumers into taking one simple step to find out their savings number,” says Laura Maxwell-Hansen, general manager of Yahoo! New Zealand. ”While all four entries [the other finalists were DraftFCB’s BMW Summer Sale and Maybelline Baby Lips and PHDIQ’s Unilever Dove Makeup Remover] and demonstrated outstanding digital thinking, DraftFCB had a distinctive digital strategy that allowed them to ultimately change consumer behaviour and public opinion.”

The winning campaign, which earns DraftFCB $10,000 worth of media from Yahoo! New Zealand, asked a simple question to encourage consumers to switch electricity providers.

Digital allowed the client to connect with users in key interest moments such as gardening, family, weather and saving spaces and tailored creative ran across a full range of digital channels including search, social media, mail, publisher and e-commerce websites.

TV ads featured a call to action and digital provided the mechanism for consumers to complete a power price calculation and also delivered relevance, talkability and action across key sites and social media.

Steph Pearson (Senior Digital Planner/Buyer, DraftFCB), Laura Maxwell-Hansen (General Manager, Yahoo! New Zealand) and Kris Hadley (Digital Director, DraftFCB)

The campaign generated mass conversation about domestic power prices in New Zealand and how much people could save. Hell, it even helped to halt inflation.

The campaign recognised the importance of activating a core “savvy shopper” group who were higher electricity consumers and therefore stood to gain a lot from switching. This group then helped spread the word and 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. Providers also became more competitive and look-a-like retention campaigns were created.

“What stood out with the What’s my Number? campaign was that it not only delivered exceptional metrics and uptake 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.”

  • 2011 judges were Laura Maxwell-Hansen, General Manager of Yahoo! New Zealand, Helen Baxter, Managing Director of Mohawk Media, Gavin Pook, Marketing Manager of Red Bull, Sarah Meikel, General Manager of Marketing, Positively Wellington Tourism, Justin Watson, General Manager – Marketing Communications, Tourism New Zealand and Catherine Collins Head of Retail and CRM Communications at Vodafone

Entries for the 2012 Digital Strategy Awards open on 18 April for campaigns that ran between January to March 2012. Click here for more details.


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