Nexus Awards 2005

Sponsored by Siebel Systems, the New Zealand Direct Marketing NEXUS Awards, applaud excellence by suppliers to Sales and Marketing.

Winner:
Simplicity Australasia Ltd

Categories:
Strategic Vision: Gold NEXUS
Information Systems: Gold NEXUS
Data Management: Silver NEXUS
 
Project:
PlaceMakers Enterprise CRM
                
Credits:
Andy Burford, Project Manager - PlaceMakers
Brent Powell, IT Director - PlaceMakers
Nicole Sturzaker, Loyalty Programme Manager - PlaceMakers
Geoff Pryor, Consultant - Simplicity Australasia Ltd
Michael Renkema, Consultant - Simplicity Australasia Ltd
Andrew Segar, Director - Simplicity Australasia Ltd
Peter Macrae, IT Manager - PlaceMakers
Melissa McKenzie, Consultant - Simplicity Australasia Ltd
Melissa Blackmore, Consultant - Simplicity Australasia Ltd
 
Description:
PlaceMakers took a leap of faith into radically new technology and the result is a most effective enterprise wide CRM Data Management system implementation across a NZ $900m+ franchise operation.

PlaceMakers systems did not hold customers, only accounts. Now customers and all their associated accounts can not only be Single Viewed in real time – but every PlaceMakers person and third party call centres can interact with all customer data in real time using mobile 3G, Internet, Desktop, call Centre and consumer Interaction via websites.

The project has provided an integrated data management system spanning across all aspects of the PlaceMakers business from their multiple segment specific loyalty programs through to providing PlaceMakers Account Managers in the field a real time CRM solution on a 3G Mobile. The real time 3G mobile phone has enabled Account Managers on site interaction with their customers and delivers in real time on four primary business functions; customer information, quote management, call planning and reporting (management information). This entry is worthy of recognition due to the degree of difficulty – due in part to the new technology which isn’t always available in smaller towns so the system still had to operate in real time on existing networks. The degree of difficulty is also due to the PlaceMakers franchise security rules in that only some data is single viewed (e.g. account info), and some is specific to each branch (e.g. contacts).
 

Winner:
Simplicity Australasia Ltd and OgilvyOne Worldwide

Categories:
Media and/or Channel Utilisation: Gold NEXUS
Production & Fulfilment: Bronze NEXUS
 
Project:
Purina Friskies Milkoholics

Credits:
Andrew Segar, Director - Simplicity Australasia Ltd
Christine Segar, Director - Simplicity Australasia Ltd
Melissa Harland, Brand Manager - Nestlé Purina PetCare
Susan O’Brien, Marketing Manager - Cat - Nestlé Purina PetCare
Jacqui Simpson, Senior Account Director - OgilvyOne Worldwide
Jo Walsh, Account Manager - OgilvyOne Worldwide
Drew Ayers, Creative Director/Copywriter - OgilvyOne Worldwide
James Bowman, Art Director - OgilvyOne Worldwide
 
Description:
This launch campaign combined high quality production and fulfilment with highly creative elements and in a strategically and technically excellent manner. A variety of media including Mail, Press, Magazine, Internet advertising and radio was used to drive traffic to the creative website which was linked directly to the Nestlé database.

Specific database driven processes enabled:

• Datamining of existing petcare database to determine target prospect base
• Online research using an email click through to personalised survey to capture customer knowledge
• Direct mail teaser involving three dimensional package to create interest
• Main mail of a milk bottle full of sample product
• Considerable press and online campaign with integrated data capture directly into Nestlé database plus survey data for knowledge gathering
• Click through on web page to microsite with integrated data capture directly into Nestlé database
  

Winner:
Simplicity Australasia Ltd

Categories:
Information Systems: Bronze NEXUS

Project:
Nestlé Lifestyle Survey

Credits:
Andrew Segar, Director - Simplicity Australasia Ltd
Christine Segar, Director - Simplicity Australasia Ltd
Helen Rudolf, Consumer Relationship Marketing Specialist - Nestlé New Zealand
Jason Biggs, Key Account Manager Progressive – Confectionery (formerly CRM Specialist) - Nestlé New Zealand
Maurice Gunnell, Manager, Corporate Services - Nestlé New Zealand
Jacqui Simpson, Senior Account Director - OgilvyOne Worldwide
Kirsty Hewitt, Account Director - OgilvyOne Worldwide
Jo Walsh, Account Manager - OgilvyOne Worldwide
 
Description:
This is a very large campaign using all appropriate technology in a fully closed loop environment. It consisted of a mail pack with the 24-page survey or an online survey of the same information. The online survey was built to replicate the printed material and consisted of 16 online real time pages.
The Nestlé NZ Database is a household database with household members being related to one of more Nestlé Brand Groups and Product Divisions.

The data cleansing and gathering process is ongoing and seeks to gain a better understanding of the purchasing habits of each household.

What makes this process unique is its sheer scale and the response rates achieved from such a large survey, which we believe to be second only to the National Census.

The user experience was enhanced by enabling consumers without email addresses on the database to go to the Nestlé NZ website and complete the survey instead of filling out their mail pack. If they were sent an email, the first page of the online survey was populated with their details and each page saved in real time, so, if need be, they could continue from where they left off. This allowed the ability to go back and complete the survey if they ran out of time or got bumped off the internet connection.