justONE and .99 took out the Grand Prix for Foodstuffs Shopping Just Got More Rewarding: The Launch of New World Clubcard campaign at the 28th NZ Direct Marketing Awards, held in The Great Room at The Langham Auckland last night. It was a big night for BBDO shops, with justONE/.99’s siblings Colenso/Proximity also taking out 11 Golds.
The Nexus Supreme, Grand Prix, Direct Marketer of the Year and Direct Marketing Organisation of the Year winners all stood out with work that embraced a mix of data-driven, measurable, one-to-one marketing.
The pioneering Foodstuffs 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 Nexus Supreme Award went to AA Insurance and their 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. Emily 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.
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/.99 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 justONE/.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 were presented by the Marketing Association and premier awards sponsor, New Zealand Post, and the awards patron Data Insight. The event was hosted by the Marketing Association’s chief executive, Michael Pryor and MC Michele A’Court.
- View the full list of winners and their stories at www.nzdmawards.co.nz.
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