4G Redline
Vodafone New Zealand / FCB New Zealand CRAFT GOLD - EXCELLENCE IN CREATIVE // INDUSTRY SILVER - COMMUNICATIONS/UTILITIES // CHANNEL SILVER - SOCIAL MEDIA & VIRAL
To share its confidence and passion for the power of its 4G network with younger mobile users, Vodafone designed a world-first, real-life demonstration which communicated the power and reliability of the network in a fresh and compelling way. The first twosecond shot of a car careening around the track is followed a challenge (‘Can you race a car with blacked out windows?’) designed to grab the attention of browsers. Organic sharing accounted for 90 percent of the story’s reach. 4G Redline exceeded its social media targets and contributed to in-month lifts in brand consideration among younger mobile users and non-users. A strategy that uniquely differentiates Kiwibank by tangibly bringing their purpose of 'Kiwis making Kiwis better off' provides better transparency for customers about how home loans work. It’s a response to many customers not knowing how they can accelerate the growth of this equity while decreasing the amount of interest they pay over their loan term. Taking this approach allows Kiwibank to clearly stand apart from competitor banks and retains direct relationships with their customers without being disenfranchised by brokers. This programme also demonstrates evidence-based planning. A comprehensive review of a highly successful pilot enabled a more focused and effective programme to be delivered.
// CHANNEL SILVER - EMAIL MARKETING // INDUSTRY BRONZE - RETAIL
To deliver greater value for mycountdown customers, a comprehensive programme of data and statistical work was undertaken to identify critical phases in the customer lifecycle that yielded the greatest potential for improvement. A four-part mycountdown Engagement Programme to optimise engagement during key phases of the customer journey was then developed. Customers received one of four welcome-triggered solus emails, plus a three-part series of onboarding messages in their regular mycountdown emails. For persistently non-engaged customers, a process was automated to pause communications in response to nil engagement, with a built-in option to resume once the customer swiped their Onecard.