Multiple win confirms power of multi-channel campaigns
Campaigns that use varying methods are the most effective, says CAANZ winner Derek Lindsay.
His agency, DraftFCB won Best in Show and four golds for its “What’s My Number?” campaign for the Electricity Authority.
“Communications have to be multi-channel,” Mr Lindsay told NBR ONLINE.
Draft FCB began work on the campaign early last year. It featured TV commercials, newspaper adverts, a website and social media tools.
The campaign drove more than 400,000 users online to re-evaluate their power companies, leading to electricity prices dropping as a result.
“People thought everything was the same or thought any savings [in energy bills] would be small. But when you do the numbers, the difference can be large,” he said.
Mr Lindsay also says that for most impact, campaigns have to be multi-channel.
“It all needs to work through together. You have some ads on TV, some on other media, but you have to get the hearts and minds of the consumer though online,” he said.
The “What’s My Number?” campaign also won the 2011 Yahoo! New Zealand Digital Strategy Award recently, on top of other wins at RSVP and Nexus.
Mr Lindsay said last night’s win was the third Best in Show for the agency in a row. “No one has done it before,” he said.
However, he warned “you are only as good as your last campaign” and there would be no resting on laurels.
And though one adman recently told the National Business Review such awards usually lead to staffers demanding pay rises, Mr Lindsay seemed to offer little hope, even for himself.
“When you work at DraftFCB, it’s not all about the money,” he said.
But the DraftFCB managing director is willing to share the love.
“We have very smart, bright, intelligent people who knew what they were doing.
They all came together to make it work-that’s what makes a great team,” he said.
The full list of winners is here: http://www.caanz.co.nz/