July 6, 2010
RSVP and Nexus Awards
The quest for excellence
Originally published in NZ Marketing March-April 2010, page 19
Given the severe economic climate in 2009, it was gratifying to see an increase in the number of entries received for the 2009 RSVP and Nexus Awards. Even more pleasing has been the incredibly high standard of response-driven work, further proof that measurability and accountability are the communications watchwords of the 21st century.
RSVP chief judge Patrick Laughran, Nexus chief judge Graham Sergent and their respective judging teams waded their way through 253 entries to select a raft of finalists and then the best of the best gold, silver and bronze awards.
Coming out on top were two outstanding contributions: Agency .99’s entry for the Air New Zealand ‘Nothing to Hide’ campaign soared to new heights, taking the Customer Engagement RSVP Gold award and the RSVP Grand Prix, while Affinity ID’s handling of Progressive Enterprise’s Onecard mySpecials programme took out four Nexus Golds and two Nexus Silvers, as well as being named the Nexus Supreme Winner for 2009.
The Customer Engagement category is a new addition to the RSVPs and the one that proved most popular. It is a category that reflects the major influence top-class marketing can have on customer behaviour, which is reflected in a far broader customer satisfaction sense rather than pure short-term monetary return. This is certainly the case with Air New Zealand’s customer engagement, which has set a solid platform that will pay long-term dividends for the airline.
The judges were impressed with Air New Zealand’s entry: “It is brave, bold and a stand-out piece of work. The radically different approach cuts through the clutter and has been extremely effective; brilliant. Great strategy and pitched just right.”
Regarding Progressive Enterprise’s Onecard mySpecials programme, Affinity ID helped produce a best practice example that will be a beacon for retail customer engagement for many years to come.
The judges recognised the innovative and clever use of data that provided a relevant offer with meaningful benefits and value for customers.
“Not only did the campaign engage consumers, it did so at a very granular and personalised level,” they said. “This was the stand-out entry because of the complexity of integrating so much in a retail environment within such a short timeframe.”
Both of these winning campaigns are outlined in detail in the pages that follow.
The introduction of new digital categories in the RSVP Craft Awards also proved popular and gave the industry an opportunity to recognise the skills, talent and creativity of those who are leading the way in the fast-moving digital world.
Congratulations to all the Gold, Silver and Bronze winners and a big thanks to all who entered, whether winners, finalists or otherwise. Without the support of agencies and clients, these awards would not be able to celebrate and showcase the magnificence of New Zealand marketing talent. We salute you all.
Student Marketer of the Year
The New Zealand Post Student Marketer of the Year Award honours excellence in marketing strategy, creativity and innovative thinking in tertiary students and, as well as offering a range of prizes, also gives the winners the opportunity to have their name in lights in front of a room of prospective employers.
This year’s programme asked students to create a direct marketing programme for the ‘Non-Event of the Year’, an annual Foundation for Youth Development (FYD) initiative aimed at raising funds for its current programmes Kiwi Can, Stars and Project K. To ensure donations were put to best use, the campaign encouraged donors to host the perfect non-event from home with their friends, instead of attending an extravagant charity ball or dinner. And AUT’s James O’Sullivan and Adam Barnes took the title for ‘Three Courses For Kids’, an idea based on the play on words between a three course dinner and the three school-based courses the FYD runs.
By focusing on its programmes, the campaign brought attention to what FYD actually does, making it a more credible charity and increasing the likelihood of donations. The creative used a combination of printed plates, course menus and napkins as the key visual images of a very integrated campaign that included direct mail, radio, PR, online and ambient activity.
The judges loved the thinking and the link between the campaign idea and what FYD actually offer. “The integration between all the creative elements and channels is excellent,” they said. “The copy is outstanding; thought provoking, optimistic and with a strong call to action.”