On Friday night the Marketing Association’s RSVP and Nexus Awards recognised the best of the best in marketing, those who rose to last year’s challenges and created outstanding, response-driven marketing campaigns that delivered results. Selected from a record number of over 250 entries, the winners can now celebrate and enjoy their new status as Grand Masters of marketing.
In line with this year’s oriental theme, Te Radar hosted the evening in his finest traditional Geisha costume, and the crowd of 500 were entertained with lion dancers, acrobats and champion karate block chopper, Mark Stewart.
“It was fantastic to see an increase in the number of entries received across the categories; all are practical examples of how measurability and accountability, as key contributors of innovation and excellence in marketing, are driving outstanding business success. Tonight’s ceremony was fantastic celebration for all the entrants, finalists and of course this year’s winners,” says Sue McCarty, Chief Executive, New Zealand Marketing Association.
The night’s two big winners were .99 for Air New Zealand and Affinity ID for Progressive Enterprises.
The Air New Zealand ‘Nothing to Hide’ campaign, created with agency .99, was awarded the RSVP Grand Prix Award. Air New Zealand faced many challenges in 2009; fluctuating fuel prices, forecasted global revenue loss for the industry, swine flu and increased competition in the domestic market. The airline needed to secure their market share for domestic business and increase their brand profile with international travellers. Air New Zealand knew achieving this would require a unique approach.
With agency .99, Air New Zealand introduced ‘Nothing to Hide’, an integrated campaign accentuating the positive features of the airline. Passionate Air New Zealand staff bravely appeared in nothing but body paint to illustrate the transparency of the airline’s fares. The campaign used an integrated media approach, appearing in print, on television and on social media websites such as YouTube. ‘Nothing to hide’ quickly became a household phrase.
Progressive Enterprises and agency Affinity ID won the Nexus Supreme for the programme Onecard mySpecials. Moving beyond the capabilities of print, Progressive has created a programme which demonstrates exceptional data insight. Onecard customers receive highly personalised communications which recommend products that are relevant to them, at a discounted price.
Delivery of these communications requires intensive data processing and the high volume of communications required presented a production challenge. Progressive Enterprises overcame these challenges using innovative data mining, and email and web marketing. The Onecard mySpecials programme has created a new environment which cost effectively delivers improved business efficiency, increased sales and improved customer engagement.
The RSVP and Nexus Awards are New Zealand’s only awards dedicated to celebrating marketing initiatives that generate a measurable response and recognise excellence in response-driven marketing.
The Marketing Association acknowledges TVNZ and New Zealand Post as Premier Sponsors of the Awards.