| Winner | Fisher & Paykel Healthcare |
| Marketing initiative | Launching F&P Solo: World-First Mask, Category-Breaking Strategy |
| Marketing partners | Beehive Creative, A Perfect Curve Creative, DesignWorks, The Monkeys, Borderless |
| Finalists | 2degrees, ANZ Bank NZ, Firth Concrete, Kiwibank, Spark NZ |
| Judges’ comments | “Insights drove a strategy to rewrite the typical sales framework. Marketing took ownership of stakeholder engagement to get the business on board with a new way of doing business. This overcame unique challenges including a much bigger, established competitor to achieve outstanding business results.” |
F&P unveils a breakthrough in CPAP mask innovation
When Fisher & Paykel Healthcare achieved a world-first in the treatment of sleep apnoea – their AutoFit mask – it took some bold steps to prove its benefits.
Fisher & Paykel Healthcare isn’t the only company making equipment to treat obstructive sleep apnoea, so it needed to stand out. The company chose a daring approach: making one aspect of the mechanism work beautifully, then taking people behind the scenes to prove it.
CPAP therapy dramatically improves patients’ quality of life and health, but at least 30% discontinue therapy. Largely that’s due to issues with the mask, which often can be uncomfortable and hard to use.
Fisher & Paykel’s most advanced mask yet, F&P Solo, features AutoLock mechanisms that automatically fit it to a patient’s face. This removes the need for traditional straps, which patients often struggle to get right, and could lead to ineffective treatment.
The result of years of development, it’s a revolution in CPAP mask design: simple to use with a personalised fit every night.
Who won, who they were up against and what the judges had to say.
We bring you all the details for every category in the YouTube NZ Marketing Awards 2025.
With F&P Solo, the new mask fitting process is simple, patients can fit the masks themselves. So the marketing campaign used F&P Solo’s DIY simplicity to drive demand with healthcare providers.
The company also designed studies to gather a wide range of data. For example, showing that 95% of trial users could set up F&P Solo themselves.
And despite the product being highly confidential during its development, Fisher & Paykel Healthcare still took the bold step of shooting a behind-the-scenes video.
With strong internal collaboration and consultation across a wide range of teams, we planned and executed a video to give audiences a real understanding of how F&P Solo achieves its breakthrough: a mask combining optimal fit with simplicity.”
This story comes from NZ Marketing magazine issue 84, Sept-Nov 2025. Why not subscribe? Get four issues a year for just $50 (including delivery) if you autorenew.
Essential marketing intelligence. Don’t miss it.
