July 6, 2010
RSVP and Nexus Awards
The art of craft
Originally published in NZ Marketing March-April 2010, page 28
RSVP Craft Winners
Whitcoulls Kids’ Top 50
The Wonderful World of Stories is a story book-themed online world and the quality of the art direction, illustrative style and attention to detail created a level of engagement normally associated with games that have substantially higher budgets.
The animation, illustrations and interactive components ensured that time spent on the Whitcoulls Kids’ Top 50 website grew participation by 31 percent and converted 98 percent of site visitors to voters.
Robert Harris – Every Break Should Be Inspirational
DraftFCB’s campaign collected inspirations from everyday New Zealanders from 40 Robert Harris Cafes, with a mix of television, magazine inserts, sampling, online doodles, video banners, online ads, a street-level Adshel art gallery and a dedicated website and television ads in Robert Harris cafes generating additional sales of Robert Harris coffee. The campaign garnered over 53,000 entries and resulted in $400,000 worth of PR.
Hour Long Letter
The Herald on Sunday campaign, ‘A Sunday mind is an open mind’, was aimed at media agencies in order to drive advertising sales. With the average reader spending at least an hour reading the Herald on Sunday, DraftFCB crafted a 34-page letter containing over 13,000 words that would take an estimated hour to read.
Despite a cynical, time-poor audience, the Herald on Sunday received 70 full-page ad bookings for the month of October, an increase of 29 full-page placements and a 79.5 percent increase on the previous October’s sales.
Onecard Refreshed
The reinvention of Onecard from discount card to engaging loyalty programme was based on deep consumer insight, resulting in a strategy that has engaged customers with three distinct benefits: bigger savings, better rewards and personalised communications to help customers become smarter shoppers. This strategy led Onecard to develop a set of hi-tech, data-driven personalisation tools that make it purportedly the smartest loyalty programme in New Zealand.
Onecard mySpecials
Onecard mySpecials delivers extreme personalisation of content for individual customers. Each week, transactions are analysed to produce 3.8 million customer-to-store-to-product combinations. Analysing purchases of individual products and sub-categories, the identification of the best deals and cross referencing against the customer’s communications history, selection and tracking have all helped double email open rates.
Yellow Tree House
Needing to demonstrate relevance in the Google age, Yellow turned to AIM Proximity and Colenso BBDO for a unique concept. The Yellow Tree House, a restaurant in a tree built only with help from businesses listed with Yellow, became an iconic image with unrivalled PR value. All communications for this campaign were produced over the four months that Tracey from Torbay made progress on the Tree House using only simple classified ads.
Airpoints Fairy
An imaginary persona created to foster engagement with loyalty programme members directly via Twitter fulfilled Air New Zealand’s desire for a fresh approach.
The idea for @AirpointsFairy emerged as a result of monitoring Twitter feeds and responding to customers’ ideas. And the Airpoints Fairy’s follower base continues to grow as she keeps delivering small and not so small acts of kindness.
The Nest
Wellington Zoo needed to ask for donations to help build The Nest, a state-of-the-art animal hospital, so a direct mail piece was based on the creations of primary school students that included colouring in, animal fact sheets and information about the project.
Each letter was unique and the kids’ enthusiasm for the cause led to some very colourful, creative and heartfelt messages and resulted in donors giving an average gift of $85.
TVNZ News and Sport Search Engine Optimisation Campaign
TVNZ needed to improve organic search rankings, particularly for news, sports and the upgraded online video version of its website, tvnz.co.nz. SureFire’s search engine optimisation campaign for TVNZ ensured significant increases in traffic and a key element of this growth was driven by organic search traffic, which is now TVNZ’s single biggest source of website visitors.