FCB Auckland has won News Works’ inaugural Day of Influence challenge with an “inspired” creative entry for the NZ Fire Service.
The Fire Service now stands to benefit from $300,000 worth of free advertising to be used in a single day across newspapers, web and mobile.
The challenge required NZ agencies to detail how they’d spend $300,000 in media for one client in a single day across print, web and mobile (with at least 60% to be spent on print).
The winning FCB campaign featured the danger of fire and value of installing smoke alarms.
“With frequent media stories about fires, Kiwis can get over-exposed to the point of becoming desensitised,” says FCB media manager Hilary Barrett.
“We wanted to use this fantastic opportunity to demonstrate, through the power of print, the danger of fires. Our aim is to get as many Kiwis as possible to install or check their smoke alarms in their homes on a single day.
“FCB’s idea is to let New Zealanders literally hold the remains of a house devastated by fire. People will have to look out for the upcoming Day of Influence to see how we’re doing this.”
Barrett said FCB’s entry was an integrated effort from the agency’s team with great support from the Fire Service to get it over the line.
New Works head of marketing Diane Hannay said the judges were delighted to have found a strong entry that leveraged the power of integration across print, digital and mobile media.
“While there were many highly creative entries, the Fire Service campaign stood out for its unique use of print media,” she said.
While the Day of Influence is a New Zealand first, it has been a feature of UK news media for many years.
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