It’s not Christmas without carols, trees and ads. And while New Zealand retail brands aren’t going as large as those in the UK, whose Christmas campaigns tend to be looked forward to and often clock up views in the millions, there are signs that things might be heading in a more emotional direction here too.
The Best Design Awards’ Best Effects category showcases design that goes above and beyond, bringing a profitable outcome for the clients involved. Here’s a breakdown of this year’s finalists.
The way traditional telcos work, you’d imagine a mobile phone network with tens of thousands of customers would have a call centre to service the inevitable service issues and enquiries. Not Giffgaff, the UK-based mobile virtual network operator that broke the traditional Telco mould by creating an entirely online service that puts much of the power into the hands of its customers. And fronting the member experience arm of the company is Kiwi lass Claire Kavanagh, who was in town last week for the Marketing Association’s Direct Marketing event. We managed to steal a moment of her time between speakers to have a chat about the unique Giffgaff model and ask whether it could be done in New Zealand.
Leopards, as the old chestnut goes, find it quite difficult to change their spots. But since its launch, Skinny, a sub-brand of Telecom that’s gunning for the youth-market, has gone about things much differently than its big brother. And its modern approach to marketing seems to be working quite well so far.