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New digi-award gets stuck on traffic

MEC is first cab off the rank in Yahoo!Xtra's new quarterly Digital Strategy Award, taking the inaugural trophy for its Caltex with Techron online campaign. And, in other digi-news, the Interactive Advertising Bureau is on the hunt for Bolly Award entries and has also secured the services of a couple of digital gurus to discuss the importance of online advertising in the automotive industry.

MEC worked with the publisher to create a mini-site, displaying traffic cameras in Auckland, Wellington and Christchurch for users to view traffic conditions before leaving home or work. Unlike most display advertising, the content was actually beneficial to consumers and created outstanding engagement, with an average of over seven minutes spent per unique browser.

Matt Benning from MEC says online strategy was instrumental to the overall success of the campaign as it provided a "key vehicle [badum-chish] to drive [tsk tsk] awareness and understanding of the Caltex with Techron difference".

The DSA judges commended MEC for “excellent use of tailoring across multiple channels”. Regular judges Yahoo!Xtra’s general manager, Laura Maxwell-Hansen and Helen Baxter, managing director of Mohawk Media, are joined by a guest judge each quarter and Rachel Prince, advertising manager of the NZ Transport Agency, was enlisted this time round.

“Caltex capitalised on the ability of digital media to target key audiences when they were thinking about getting in their car,” says Baxter.

Launched in April, the awards focus on the key role media strategy plays in the success of digital campaigns.

“We were really pleased with the calibre of entries, which demonstrated clever digital thinking to address strategic issues facing each business,” said Maxwell-Hansen. “MEC, in particular, delivered outstanding campaign and business outcomes for Caltex with Techron.”

All quarterly winners are eligible for the overall Y!X DSA annual prize of $10,000 of media on Y!X plus free entry into the CAANZ Media Awards Best Use of Digital category. Entries for 2nd quarter campaigns close 16 July. And more information can be found here.

Speaking of digital competitions, entries for the Interactive Advertising Bureau's Bolly Awards close on 3o June. And there have been a few changes made as to what can and can't be entered.

"Bear in mind we’re looking for commercial entries here," the IAB says. "There are other awards and opportunities for charitable work, student portfolios or great stand-alone sites or microsites, but at the IAB NZ we’re focused on growing online advertising revenue in New Zealand. We believe one of the ways to do this is to showcase great work that has been bought or sold on New Zealand websites or through New Zealand entities."

On the same day entries for the Bolly Awards close, the IAB will be running the Automotive Online Marketing Trends in 2010 seminar. Graeme Perry, strategic & corporate affairs manager for Kia Motors New Zealand, will share the details behind Kia's sales success in 2010 and how online has been a big part of it. And Michael Gregg will also wax lyrical about the importance of online for the automotive industry.

You can find out the wheres, whens and how muches here.

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