2009 Marketing Grand Masters announced at RSVP and Nexus Awards last night
Last 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 inhis finest traditional Geisha costume, and the crowd of 500 wereentertained with lion dancers, acrobats and champion karate blockchopper, Mark Stewart.
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 manychallenges in 2009; fluctuating fuel prices, forecasted global revenueloss for the industry, swine flu and increased competition in thedomestic market. The airline needed to secure their market share fordomestic business and increase their brand profile with internationaltravellers. Air New Zealand knew achieving this would require a uniqueapproach.
With agency .99, Air New Zealand introduced ‘Nothing to Hide’, anintegrated campaign accentuating the positive features of the airline. Passionate Air New Zealand staff bravely appeared in nothing but bodypaint to illustrate the transparency of the airline’s fares. Thecampaign used an integrated media approach, appearing in print, ontelevision and on social media websites such as YouTube. ‘Nothing tohide’ quickly became a household phrase.
Progressive Enterprises and agency Affinity ID won the Nexus Supremefor the programme Onecard mySpecials. Moving beyond the capabilitiesof print, Progressive has created a programme which demonstratesexceptional data insight. Onecard customers receive highly personalisedcommunications which recommend products that are relevant to them, at adiscounted price.
Delivery of these communications requires intensive data processing andthe high volume of communications required presented a productionchallenge. Progressive Enterprises overcame these challenges usinginnovative data mining, and email and web marketing. The OnecardmySpecials programme has created a new environment which costeffectively delivers improved business efficiency, increased sales andimproved customer engagement.
More information about both of these outstanding campaigns (and otherwinning entries) is available at www.responseiseverything.co.nz and inthe latest issue of NZ Marketing magazine.
“It was fantastic to see an increase in the number of entries receivedacross the categories; all are practical examples of how measurabilityand accountability, as key contributors of innovation and excellence inmarketing, are driving outstanding business success. Tonight’s ceremonywas fantastic celebration for all the entrants, finalists and of coursethis year’s winners,” says Sue McCarty, Chief Executive, New ZealandMarketing Association.
The RSVP and Nexus Awards are New Zealand’s only awards dedicated tocelebrating marketing initiatives that generate a measurable responseand recognise excellence in response-driven marketing.
The Marketing Association acknowledges TVNZ and New Zealand Post as Premier Sponsors of the Awards.
4 Comments
Well done to Nothing to Hide – well deserved. Congrat’s too to tree house for best overall creative.
The most fucking boring night ever put on by the industry. No-Doze should be standard issue with tickets to this bloody event. Last year and now this year. There should be laws against boredom onthis large a scale.
Would have been good if we could hear who won and what for. No one could hear a bloody thing.
3 comments 1 week in. This has got to tell a story on how this event is viewed. Time to take note Sue and the MA.