New World Clubcard gives customers a more rewarding way to shop. Scanning the card every time they are in New World entitles them to instant savings (Club Deals) regardless of spend level, and they can collect their choice of rewards – Fly Buys or Airpoints - at all Fly Buys retailers; plus they can convert either points currency into ‘New World Dollars’ to spend in New World supermarkets. The launch of Clubcard in the South Island was New World’s most important marketing initiative in 2014. After nearly two years of preparation and planning, they were ready to launch a New World loyalty With a wealth of customer data, AA Insurance set about creating a lifetime value targeting and communication programme to persuade customers they could be excellent at covering their home and contents too, as well as their cars. When assessing a range of opportunities to achieve this, using insight and data-driven marketing made sense. With a wealth of customer data and an experienced team, a move away from one-size-fitsall communications was possible. ‘In it for life’ was born, using the vast amount of historical data held by AA Insurance to create an insight and communications platform. To develop single customer views meant AA Insurance needed to identify all of a customer’s insurance relationships. A set of rules was programme that leveraged the existing equity in Fly Buys and Airpoints, as well as offering instant discounts and the promise of much more useful and intimate communications. To ensure a successful launch, internal comms included a staff briefing video, an online training programme and handouts and call-centre staff were given scripts to aid them in various scenarios. Additionally, 60 suppliers were hosted at an evening event to brief them on the programme to ensure there were heavily discounted ‘Club Deals’ live in time for launch. developed to link policies across different customer definitions - policy owners, beneficiaries, trusts, and businesses. Six disparate internal and external systems needed to be aligned, after which millions of records were iteratively processed to create a customer network of historical and current insurance. The rule set was optimised to run efficiently by only including data and rules that Clubcard delivers a new, sophisticated channel for communicating to New World customers. Owning the data generated by card usage also delivers insights for targeted strategies to drive customer loyalty and value. New World led its partners, Loyalty New Zealand and Air New Zealand , to ensure it had their support with databases, technical co-ordination, and marketing cooperation. This enabled the delivery of an effective launch strategy for easy customer adoption. directly contribute to the most up-to- date view, eliminating millions of iterations. The heart of the strategy was to align effort and budget on those customers with the most potential. Sales campaign volumes were lowered to eliminate likely non-responders, offers strengthened, and budget reallocated to introduce recognition communications to reinforce that customers are truly appreciated. Making a complex solution easy for the business ensured the lifetime value model was understood and became an integral part of the AA Insurance marketing programme and produced excellent ROI to the business.
Positioned fifth out of six brands in the burgeoning side-by-side farm bike market at the start of 2014, Honda had to meet tough financial objectives. With farmers spread all over New Zealand and only four vehicles in the country, this wasn’t easy. Using Google Earth to create a personalised film, the farmer’s local dealer was shown driving ‘The Spark’s programmatic advertising programme – ‘Always On’ - needed an innovative solution to turn it into a dynamic, individually addressable CRM touch point. The new proprietary creative delivery system generates hundreds of banner variations and a decisioning approach determines the creative to be served to each prospect based on where they’re at in their purchase cycle and previous behaviour on Spark’s website. By taking a more personalised, data driven approach, massive performance gains were generated out of an already efficient programmatic platform.
This was not only a first in the industry, but a first in New Zealand. Volkswagen - The People’s Car – is seen by many as being ‘too good for me’. The passion and emotive connection New Zealanders had with the brand needed to be reignited. Through direct conversations and connecting with drivers of the past and present, an outpouring of love for the brand was facilitated and a TV campaign created from the results. People had to go into their attics and garages to dig out old photo albums and video cassettes. And there was no guarantee of quality! Both response rate and social community growth well exceeded the objectives.
For State and AMI, returns using mass media were diminishing so an effective way to target new customers while not cannibalising their own client base was needed. The answer was to ‘map’ New Zealand and identify all addresses that were not IAG customers. Having identified key prospects based on a range of criteria, a number of variables were tested to work out the best way to attack cold acquisition, and the strongest performing combination rolled out. Policy sales in the campaign period increased by 17% compared with the previous 4 months, resulting in a massive $1,280,872 increase in annual premiums. People engaging with charities in the social space are no longer doing the things that have real world impact. ‘Sharity’ (Sharing for Charity) turned YouTube content into a fundraising mechanic. Through people watching and sharing the content, money for dogs in need was raised from the ads that YouTube serve around content – 45 percent of advertising revenue going to the content creator. Despite a paid media budget of $0, previous campaign benchmarks were smashed, millions of consumers were reached, and a new template for digital fundraising created. And it even drove a huge increase in people directly donating to the Pedigree Adoption Drive. Christmas is a difficult time of year where Life Flight’s fundraising appeal competes for attention with much bigger national charities and commercial organisations. They were given a very special opportunity to tell the story of a toddler they’d helped save. Aspects of the story were very traumatic so it needed to be approached with care and sincerity. To this end, and to help cut-through Christmas clutter, a highly personal pack was developed that was a one-to-one communication from the writer to the reader. The overall total, average gift and response rate were all raised from Christmas 2012.
Shaving your head is a courageous thing to do, especially if you’re a woman. Targeting the most compelling stories to each audience segment maximised emotional engagement and increased relevance. Once this connection had been made, the call to action ‘join us and let’s fight blood cancers together’ drove people to the Shave website to join with other Shavees and donors to make a big difference to people affected by blood cancers. More money than ever before was raised to help people affected by blood cancers, and it was also a most efficient campaign with a remarkable ROI of almost $10 for every $1 spent.
Three strategic drivers were the foundations of myCountdown: 1. Programme rationalisation – a number of individual email messaging streams were pulled together into the newly developed myCountdown email programme. 2. Hyper-personalisation/relevancy – the myCountdown programme combined six relevancy algorithms to take personalisation to levels not seen before in this country. 3. Efficiency drive – create a production and delivery system which minimised HR input while maximising relevancy. The myCountdown email programme achieves hyper-personalisation at a level unseen in New Zealand. With six relevancy algorithms working together harmoniously and quickly, over three million emails have been deployed in 3 months alone, with each email completely unique. The Monteith’s Meat Pack Hunt offered consumers the chance to hunt and shoot cuts of meat via their phones that they then paired with Monteith’s beers and ciders. Looking through their mobile device, wild animals would appear in the real world around them and the player would have to shoot the animal virtually to go in the draw for a meat pack. The result? 22,000 grown men walking around taking over two million shots at imaginary animals with their phones. All brand metric objectives were superseded and, more importantly, the limited edition 12 pack produced for the campaign sold out. Cheers to that.
To generate consumer awareness, the Blue Tick Scramble campaign concept is to find a Kiwi to send on a ‘free-range’ adventure from Stewart Island to Cape Reinga armed only with SPCA-endorsed Blue Tick bacon and eggs and basic cooking equipment. He or she can only pay, trade and barter for accommodation, transportation and other necessities by cooking Blue Tick bacon and eggs. Entrants will submit a 30-second video to the Blue Tick Facebook page with the hashtag #YouHadMeAt Bacon and the winner will be selected on the basis of most likes and shares per submitted video. This is not intended to be a one-off campaign. At the conclusion of the Scramble, this series of events, chance meetings and real interactions throughout the country will be converted into a digital narrative with staying power. With an innovative tool, Kiwibank has reinvented the home buying experience by combining instant mortgage pre-approval with the latest house listings and rich property data, including estimated price ranges. As well as knowing the likely price range, customers can also see what properties Kiwibank has preapproved for lending in their price range and can click a button to take things to the next stage. Home Hunter combines the best of digital with Kiwibank’s physical channels by automatically connecting a pre-approved customer with a mobile home lending expert who brings the personal experience to the digital.