The 28th NZ Direct Marketing Awards uncovered some gems, with the industry set to lift the bar further as companies and their agencies leverage technologies and market-driven data to communicate their brand to customers.
The Grand Prix was won by Foodstuffs New Zealand and their agency, justONE for “Shopping Just Got More Rewarding: The Launch of New World Clubcard “.
This pioneering campaign, which won a Gold award in the Retail category, saw New World leading its partners Loyalty New Zealand and Air New Zealand to ensure their support with databases, technical co-ordination, and marketing co-operation. This enabled the delivery of an effective launch strategy for easy customer adoption.
Hosted by the Marketing Association’s Chief Executive, Michael Pryor and MC Michele A’Court, the Awards took place in The Great Room at The Langham in Auckland on Thursday night.
The Nexus Supreme Award
Winner: AA Insurance/(agency), Twenty, for “AA Insurance In It For Life”, which also picked up two Gold and one Silver Nexus Award as well as a Bronze Award in the Financial Services category.
AA Insurance used a vast amount of historical data to create their new insight and communications platform in their quest to develop a single customer view.
Keith Norris Direct Marketing Organisation of the Year Award
Winner: Westpac for its omni-channel decisioning engine ‘Symphony’, which was used to drive messages, timing and channel selection, annually managing 10 million inbound and branch conversations, 50 million ATM interactions and more than 100 million online and app sessions in order to market directly to every customer.
Direct Marketer of the Year
Winner: Emily Blumenthal, Head of Customer Marketing & Insights at Foodstuffs New Zealand.
Emily has credited with helping championed the re-booting of Foodstuffs’ approach to customer marketing, including not just the Fly Buys programme, but of more significance, the whole way that data is used in the organisation and the systems, platforms and teams that will be using this. She has led a process of sharing insights into consumer shopping data with FMCG partners to drive better understanding of affinity products, which has driven new consumer campaigns.
Golds, more golds
Colenso BBDO/Proximity: won 11 golds including for their clients Volkswagen (“The People’s Film”), Mars – PEDIGREE Adoption Drive (“Share For Dogs”), and Burger King (“Anti Pre-Roll” and “Motel Burger King”), as well as a swag of Silver and Bronze awards for Bank of New Zealand, Heart of the City and Fonterra Tip Top – Symbio.
- Chemistry Interaction/Blue Wing Honda for “Honda Pioneer: The Long Way” and for IAG’s “Map the Country”
- justONE and GIB for “GIB Superline™ - No Compromises - The Way To Boost Business Profitability”
- Spark and RAPP for “Mobile Dynamic Always On”
- Beam Global and Young & Shand with “Using Influencers to Unleash Jacob’s Ghost”
- Data Insight for Kiwibank’s “Home Hunter”
- FCB for Noel Leeming’s “People’s Stories”
- Sony NZ’s “Message in a Bottle”
- Hunch and MS Auckland for “Wrong Delivery”
- Leukaemia & Blood Cancer New Zealand and .99 for “Shave for a Cure”
- Progressive Enterprises and Affinity ID for “myCountdown – Delivering Dividends Through Hyper-Personalisation”
- The Life Flight Trust for their “Christmas Appeal 2013”.
New Zealand Post Student Marketer of the Year Award
Winner: Otago University’s students: Gabriel Mathieson, Johnny Sekbraudine and Nathan Wilson with their innovative “#YouHadMeAtBacon” B2B campaign promoting the SPCA’s Blue Tick programme Brandbach.
The NZ Direct Marketing Awards are organised by the Marketing Association and sponsored by New Zealand Post and Patron Data Insight.
The full list of 2014 winners and their stories can be found below and on the Awards website: www.nzdmawards.co.nz