Pepsi On and OMD take home Grand Prix at Yahoo Digital Strategy Awards

The ‘Pepsi ON’ campaign by OMD took out the Grand Prix crown in the latest edition of the biannual Yahoo New Zealand Digital Strategy Awards, which recognises and rewards smart digital thinking.

The awards see two winners go head-to-head for the title of Yahoo Digital Strategy Grand Prix winner. The winner receives $10,000 of media space on Yahoo New Zealand and free entry into the Beacon Awards Best Use of Digital Category.

OMD developed a customised microsite within Yahoo Entertainment as a digital hub for teens.

The site brought together content from ambassadors, Yahoo and social media, and hosted three Pepsi parties, which were created by teens, for teens and with all-teen attendees. 

The judges praised OMD for its strategy, which they said delivered real value to the day-to-day lives of teens, and commended the way content including photos, social media, music and videos was curated to create an integrated digital platform that has become a go-to hub for New Zealand teenagers.

Judge and managing director of Mohawk Media Helen Baxter said: “OMD’s Pepsi ON campaign harnessed curated content from real teens to create authenticity and a sense of ownership. It was successful in increasing social engagement levels and brand equity, as well as creating opportunities for ongoing activity through a new teen channel on Yahoo.”

The campaign doubled Facebook engagement within a month of going live and achieved 22,930 unique user impressions against a target of 8,000. 

Monteith’s ‘Meat Pack Hunt’ campaign also drew attention through the creation of a Smartphone augmented reality game with location-based data. Baxter said the game was a “clever, creative and gamified campaign using augmented reality and location-based placements to create an interactive ‘urban hunting’ experience.”

The Savouring Australia Campaign from Tourism Australia and Air New Zealand aligned an original content series across online and print media to increase awareness and desire to travel to unusual Australian destinations.

Judge and chief executive of IAB New Zealand Adrian Pickstock said he was impressed by the campaign’s “intelligent use of research and the breadth of digital elements utilised, which resulted in excellent niche content creation and added real value to its audience.”

Yahoo New Zealand general manager of sales Louis Niven said the awards were an opportunity to recognise innovation in digital strategy.

“Digital campaigns are now central to media strategy and it’s fantastic to see New Zealand brands continuing to push the boundaries in the digital sphere. We congratulate OMD and PHDiQ on their brilliant work, and look forward to seeing what innovative campaigns the year ahead will bring.”

The 2013 Yahoo Digital Strategy Grand Prix award was won by PHDiQ for its Tui Beer Plumber campaign.


Pepsi ON
Client: Frucor – Pepsi
Media Agency: OMD New Zealand
Creative Agency: Colenso BBDO
Meat Pack Hunt
Client: Monteith’s – DB Breweries
Media Agency: Spark PHD
Creative Agency: Colenso BBDO
Savouring Australia
Client: Tourism Australia and Air New Zealand
Media Agency: OMD New Zealand
Creative Agency: Drastic

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