The 21-gun salute applauds the efforts of the Electricity Authority, Sky TV and Steinlager.
Marketing, advertising & media intelligence
Y&R NZ has picked up where FCB left off by launching its first campaign for What'sMyNumber.org.nz since winning the Electricity Authority account after a competitive tender earlier this year. The new campaign, unveiled over the weekend, features a series of of people in torturous work-based scenarios and aims to remind Kiwis of what they endure in order to earn their salaries.
Last week, the Labour Party said the $15 million campaign that aimed to prompt consumers to check out different electricity suppliers and decrease their bills was a failure after a Ministry of Business, Innovation and Employment report found it had not led to lower retail prices overall and didn't increase competition. The Electricity Authority's agency FCB won plenty of awards for the campaign, with 350,000 people visiting the sites and 70,000 people saving $16 million as a result of switching. But that relationship is now over, with Y&R thought to have won the business after FCB declined to pitch.
By mobilising apathetic New Zealanders to see if they could get a better deal on their power, the What’s My Number campaign changed the electricity retail landscape.
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.
One of the surprises of the Effie awards was not seeing DrafFCB and The Electricity Authority's What's My Number campaign up on the podium. Turns out it was ineligible for this year's competition because of the dates it ran, but it looks set to be a shoo in for next year, because you don't get much more effective than a campaign that ends up influencing the nation's interest and inflation rates.