GRAND PRIX

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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.

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