Together took the Grand Prix for its work with AIA New Zealand, while MG OMD received the Chair’s Award for its work with Specsavers.
As part of The Drum’s annual Awards Festival, today we celebrated The Drum Awards for Search, which was broadcast live to the world from our studio in London.
Taking home the top prize, the Grand Prix, is Together for its work with AIA New Zealand (the work also won in the Technical Innovation category).
The health and life insurer found that, following the pandemic, advertising investment was up significantly and multiple new players had entered the market (already a hugely competitive category in New Zealand). In the face of this increased competitive pressure, and despite its #1 market share, AIA’s share of voice was down – particularly in its most efficient lead channel, paid search – while the increase in competitors bidding on life and health insurance keywords meant average cost per click had risen.
Together’s answer was a unique and highly innovative real-time search solution that enabled AIA to capitalize on its big spending competitors. Armed with the insight that the highest intent prospects hit Google within minutes of a life or health insurance TV ad running, it built a solution that triggered search bids based on competitor TV ads running in real-time. This meant AIA’s smaller budget was focused on being in the moments that really mattered. This region-first solution, which uses real-time data and search technology powered by...
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