July 6, 2010
RSVP and Nexus Awards
The Midas Touch
Originally published in NZ Marketing March-April 2010, page 26
Nexus Gold Winners
The Nexus Supreme award winner Onecard mySpecials also took Nexus Gold for CRM and Data Management, Media and/or Channel Utilisation, Production and Fulfilment and Strategic Vision. And six other Nexus Gold were awarded
Financial Wellbeing Programme
ANZ National Bank Group’s (ANZNB) 2009 Financial Wellbeing Programme is the first time a bank in New Zealand has proactively targeted and then assisted Kiwi families in financial distress in the Home Loans sector. During the financial crisis of 2008/9, banks were facing potential losses so, rather than use a reactive approach, ANZNB instead decided to identify customers in need and encourage them to take early action. And direct intervention with 3,000 of the bank’s customers reduced expected losses by more than $14 million.
With the help of agency RAPP, a predictive model was developed to identify customers deemed at risk. The model identified key support requirements and a dedicated customer management team with an 0800 number was established. A partnership with New Zealand Family Budgeting services completed the strategy. And this partnership, along with the application of the modelling tool and an internal communication and training programme, saw 6,000 customers contacted and 3,000 assisted. The predictive model resulted in a hit rate of 50 percent, with 38,000 customers visiting the dedicated micro-sites and 58,700 customers touched via various channels.
The Beck’s List
Beck’s is a small player in the New Zealand premium beer market and Lion Nathan, with agency Shine, needed to build awareness, stimulate trial and increase Beck’s inclusion within the premium beer consideration set, with only a small budget.
A suite of digital media were used, including Facebook, microsites, Twitter, street projections and digital POCKETvouchers, but the central piece was an iPhone application developed specifically for the Beck’s List, a highly relevant and targeted campaign that in its development of a new iPhone application delivered a world first in the beer industry.
Downloadable free from iTunes, the application gave premium beer drinkers free Beck’s at their favourite bars, free gig tickets to their favourite events and a real-time gig guide—all from their jeans’ pocket. By taking this approach the Beck’s List achieved talkability and demonstrated the contagious power of great ideas within a digital environment.
National awareness measures were lifted along with an increase of spontaneous brand recall. Trial was significant during the six-week period, with 16,700 requests. And the prompt redemption rate of 80 percent within 48 hours and 41 percent within seven days shows the relevance of the offering and high engagement with this core audience.
In particular, the mobile projections drove an exceptionally high rate of same day redemption: sales across the 53 participating accounts increased by 30 percent over the campaign period compared to the same time the previous year, with total Beck’s sales up 72 percent on the same period the year prior.
Valentines 09 – The Secret
The Warehouse has a strong database of 20,000 men who were targeted in a Valentine’s Day promotion to drive them in-store. With the help of AIM Proximity, the campaign utilised augmented-reality (AR) technology to deliver an individual, personalised message to a girlfriend, triggered by an ad that the man had seemingly placed in the New Zealand Herald. In fact, each man had entered the message on the campaign website and was then emailed a unique code that activated their webcam. When the press ad was held up in in front of the webcam it triggered the unique message.
The campaign successfully integrated the use of website, email, webcam and AR technology, along with a simple press ad to create what is believed to be a world first. After seeding with just 20,000 people, over 12,000 site visits were achieved within just five days and 1338 individual messages were set up and considerable media attention and industry recognition was gained.
Next Best Activity at Telecom: Marketing Alerts
Marketing Alerts is a real-time system that delivers inbound call centre staff a prompt/s when a customer calls in, indicating the best, most appropriate cross-sell, up-sell or planning conversation. The overall effect of this is a dramatic improvement in sales performance, a stronger alignment with Telecom’s strategic focus and improved customer experience. Telecom uses prioritisation in Marketing Alerts to guide the representative on what products and services will best meet the customer’s needs. The representative discusses alerts with the customer and then uses the Marketing Alert interface to select the outcome of the conversation/s, which is then fed back into the Telecom inbound CRM system, updating future conversations accordingly.
The strategy is underpinned by the notion that if a sales opportunity exists, the sales representative, with the help of Marketing Alerts, will be more likely to use it to deliver a solution to best meet the customer’s needs. And the focus on needs-based selling delivers an optimal customer experience.
The results show a six percent improvement in key customer experience metrics and a 37 percent conversion on major new product to market, with Marketing Alerts contributing to a 20 percent increase in the number of Telecom customers with all three fixed line products.
Immigration New Zealand’s Queenstown Seasonal Employment Campaign
With a budget of less than $20,000 for the Queenstown Seasonal Employment Campaign, Immigration New Zealand developed a unique methodology that could benefit the long-term skills shortages of New Zealand. The overall objective was to determine if an online strategy could be developed to fill short-term needs for a region, community or industry in New Zealand by advertising in specific geographic regions and aiming at specific audiences worldwide.
The strategy was to use online applications to build geographical targeting ability, utilise the results of extensive testing to attract visitors to a microsite and then convert traffic to completed registration forms, all within the set budget and timeframes.
Geographic targeting allowed a display of specific, tailored messages, with multivariate testing improving ROI from $200 per registrant to less than $15.75 in less than two weeks of advertising. A series of targeted pay-per-click ads were developed for search engines, utilising testing to optimise click-through rates to the microsite landing page. Testing and web analytics resulted in an optimised microsite to encourage registration conversion and personalised email communications were then generated specific to registration details.
The regional pilot campaign to register foreigners interested in working in Queenstown ran for two weeks in May 2009 and generated 1,181 leads. There were 11,923 views of the site and 10,499 unique visits, with 8.2 percent of those who hit the landing page completing the form.
Air New Zealand ePass Launch
The new RFID ePass is one of a range of initiatives launched by Air New Zealand as part of a multi-million dollar investment to transform the check-in and boarding experience. Air New Zealand wanted to use new technology to meet the needs of customers and offer better ways of checking in and obtaining boarding passes.
Marketing Impact helped the airline devise a method to encode the ePass with a unique identifier and then have these ePasses processed and mailed to all qualified Airpoints and Koru members.
The aim was to turn the check-in process from an unpleasant experience into a pleasure, particularly for Airpoints members who were frequent flyers and the innovative elements were essentially working out a mass production method of encoding the tags and ensuring they were assigned and affixed to the appropriate recipient’s mail piece. The project was an overwhelming success (exemplified by having no instances of incorrectly encoded tags) and there has been a massive uptake of usage. This has filtered down to travellers who don’t qualify for an ePass but want to know how they can obtain one.
The project has created a sense of community and uniqueness as the ePass is attached to mobile phones and it has revolutionised the check-in and boarding pass process without compromising personal or airline/airport security.