The Pepsi ON campaign by OMD and Colenso BBDO has won top digital honours in the 2014 Yahoo New Zealand Digital Strategy Awards.
The Pepsi campaign narrowly edged out SparkPHD/PHDiQ Monteith’s Meat Pack Hunt, and FCB/OMD Savouring Australia.
OMD/Colenso won with a customised site it developed within Yahoo Entertainment as a digital hub for teens. It brought together content from ambassadors, Yahoo and social media, and hosted three Pepsi parties during the year – created by teens, for teens, and with teens.
Judges praised OMD for a strategy that 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 real go-to hub for New Zealand teens.
“OMD’s Pepsi ON campaign harnessed curated content from real teens to create authenticity and a sense of ownership,” said judge Helen Baxter, managing directrix of Mohawk Media. “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 exceeded all expectations by doubling Facebook engagement within a month of going live and achieving 22,930 unique user impressions against a target of 8000 (up by 287%).
Pepsi beat out strong competition from PHDiQ for Monteith’s and a combined campaign from OMD/FCB for Tourism Australia and Air NZ, who were joint winners of the second judging round.
The Monteith’s Meat Pack Hunt campaign saw the creation of a Smartphone-augmented reality game with location-based data. Baxter said it 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 NZ aligned an original content series across online and print media, to increase awareness and desire to travel to unusual Australian destinations.
Judge Adrian Pickstock (IAB NZ ceo) 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 NZ general manager sales Louis Niven said the awards are 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,” he said. “We congratulate OMD and PHDiQ on their brilliant work, and look forward to seeing what innovative campaigns the year ahead will bring.”
CREDITS
Pepsi ON
Client: Frucor – Pepsi
Media Agency: OMD NZ
Creative Agency: Colenso BBDO
Meat Pack Hunt
Client: Monteiths’ – DB Breweries
Media Agency: PHDiQ
Creative Agency: Colenso BBDO
Savouring Australia
Client: Tourism Australia and Air New Zealand
Media Agency: OMD New Zealand
Creative Agency: DraftFCB
- nz.yahoo.com
- Entries for the 2015 Yahoo Digital Strategy Awards are now open at nz.advertising.yahoo.com/awards/dsa
About the Yahoo Digital Strategy Awards
Launched in April 2010, the Yahoo Digital Strategy Awards focus on the key role media strategy plays in the success of digital campaigns, and aim to recognise and reward smart digital thinking. The awards are judged bi-annually, with the two winners going head-to-head to for the title of Yahoo Digital Strategy Grand Prix winner. The Grand Prix winner receives $10,000 of media space on Yahoo New Zealand, plus free entry into the Beacon Awards Best Use of Digital category.
The 2013 Yahoo Digital Strategy Grand Prix award was won by PHDiQ for its Tui Beer Plumber campaign.
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