Dentsu Redstar and DB grab trophy with both hands
In the recently announced Drum APAC awards that recognise excellence in Digital, DAN New Zealand’s Dentsu Redstar, the global agency set up to manage Heineken’s media business, and DB Export have picked up the gong for Best use of Video with their innovative DB Export GOLD Extra Low Carb “I’m drinking this for you” campaign.
The Dentsu team worked closely with Colenso and DB to develop multiple versions of the hero video creative designed to capture attention in a cluttered video market. This content was then matched to audiences and contextual environments programmatically to further drive attention, maximise view-through rates and increase memorability – all of which were tracked and optimised in real-time.
The award recognised the digital strategy from the Dentsu team to leverage real-time data which built audiences based on context and interest triggers. This approach enabled tailored video to be served at the right moment to a highly relevant audience, with the scale required to reach all Kiwi beer drinkers. All of this not only drove fantastic sales of the product for a very happy DB Breweries client but delivered the strongest ad-recall rates Google have measured in NZ through their YouTube Brand uplift studies.
Alex Lawson, General Manager, Dentsu Redstar New Zealand, said, “We have loved working with DB for the last 18 months and this award is a fantastic recognition of some of the innovative and collaborative work that we are seeing come to fruition. There will be lots more to come. The team can enjoy a well-earned DB Export for this!”
Sean O’Donnell, Marketing Director at DB Breweries, said “DB Export has a long history of Kiwi innovation and to launch DB Export GOLD Extra Low Carb we decided to do things a little differently and produce a full-length song and music video. In an increasingly fragmented and cluttered video market it’s more and more challenging to engage people, so the team have done really well to reach highly relevant audiences, capture audience attention and really hero the creative.”