Ministry of Health: The Lowdown
The 2010 Warc Prize for Ideas and Evidence was created to identify case studies that demonstrate success against four criteria: strategy, integration, results and innovation. The competition, which was open to entries from any country or industry sector, was judged by an international panel of senior marketers and agency chiefs, using the following weighting: strategy (20% of marks), integration (25%), results (30%), innovation (25%).
For more information on this annual prize, visit www.warc.com/prize.
Advertiser: Ministry of Health (NZ)
Agency: Draftfcb New Zealand
Brand: The Lowdown.co.nz (public health website)
Campaign duration: December 2009 to May 2010
Campaign objective: Government and social aims
Country: New Zealand
Media budget (USD): $250,001 - $1million
Media used: Internet display, Internet search, Social media, Television (broadcast)