NZ Direct Marketing Awards: justONE scores Grand Prix; AA wins Nexus Supreme Award
The NZ Direct Marketing Awards has presented justONE with the Grand Prix for Foodstuffs “Shopping Just Got More Rewarding: The Launch of New World Clubcard campaign at an event held at The Great Room at The Langham in Auckland last night.
This pioneering campaign, which won a Gold award in the Retail category, saw New World leading its partners Loyalty New Zealand and Air New Zealand to ensure their support with databases, technical co-ordination, and marketing co-operation. This enabled the delivery of an effective launch strategy for easy customer adoption.
The event was hosted by the Marketing Association’s chief executive, Michael Pryor and MC Michele A’Court.
The Nexus Supreme Award went to AA Insurance and its agency, Twenty, for “AA Insurance In It For Life”, which also picked up two Gold and one Silver Nexus Award as well as a Bronze Award in the Financial Services category. Developing a single customer view meant AA Insurance needed to use a vast amount of historical data to create their new insight and communications platform.
This year, it was one of NZ’s leading banks – Westpac — that won the Keith Norris Direct Marketing Organisation of the Year Award. The bank’s award winning omni-channel decisioning engine ‘Symphony’ drives messages, timing and channel selection, annually managing 10 million inbound and branch conversations, 50 million ATM interactions and more than 100 million online and App sessions in order to market directly to every customer.
Honoured as the Direct Marketer of the Year was Emily Blumenthal, head of customer marketing & insights at Foodstuffs New Zealand. Blumenthal has championed the re-booting of Foodstuffs’ approach to customer marketing, including not just the Fly Buys programme, but of more significance, the whole way that data is used in the organisation and the systems, platforms and teams that will be using this. Blumenthal has led a process of sharing insights into consumer shopping data with FMCG partners to drive better understanding of affinity products, which has driven new consumer campaigns.
Colenso BBDO/Proximity had a particularly rewarding night, winning 11 Golds for their clients Volkswagen (“The People’s Film”), Mars – PEDIGREE Adoption Drive (“Share For Dogs”), and Burger King (“Anti Pre-Roll” and “Motel Burger King”), as well as a swag of Silver and Bronze awards for Bank of New Zealand, Heart of the City and Fonterra Tip Top – Symbio.
Says Nick Garrett, Colenso BBDO/Proximity CEO: “It’s very pleasing to have had such a great night at the NZDM Awards, but for me I’m especially pleased by the type of awards that we’ve won as well as the number of awards. Over the last three years we’ve worked hard to evolve our offering and have invested to attract world-class contemporary direct thinkers to 100 College Hill – so to win 11 gold awards for our clients based on performance and strategy as well as craft is very satisfying.”
Says Wayne Pick, executive creative director at Colenso BBDO/Proximity, added: “We’ve always had fantastic creative talent but by adding to our strategic firepower we’ve been able to develop even more powerful work in the direct space that works across multiple channels. Our work now is very much about building experiences that begin with one-to-one engagement but then trigger deeper, more participative dialogue across a host of channels and this is delivering brilliant results.”
Other big winners on the night were Chemistry Interaction and Blue Wing Honda for “Honda Pioneer: The Long Way” and for IAG’s “Map the Country”; justONE and GIB for “GIB Superline – No Compromises – The Way To Boost Business Profitability”; Spark and RAPP for “Mobile Dynamic Always On”; Beam Global and Young & Shand with “Using Influencers to Unleash Jacob’s Ghost”; Data Insight for Kiwibank’s “Home Hunter”; FCB for Noel Leeming’s “People’s Stories” and Sony NZ’s “Message in a Bottle”; Hunch and MS Auckland for “Wrong Delivery”; Leukaemia & Blood Cancer New Zealand and .99 for “Shave for a Cure”; Progressive Enterprises and Affinity ID for “myCountdown – Delivering Dividends Through Hyper-Personalisation” and The Life Flight Trust for their “Christmas Appeal 2013”.
For the first time, students from Otago University’s Brandbach won the New Zealand Post Student Marketer of the Year Award. Gabriel Mathieson, Johnny Sekbraudine and Nathan Wilson impressed with their innovative “#YouHadMeAtBacon” B2B campaign promoting the SPCA’s Blue Tick programme.
The NZ Direct Marketing Awards are brought to you by the Marketing Association and proudly sponsored by premier awards sponsor, New Zealand Post and our awards Patron Data Insight.