Client: The National Bank of New Zealand
Agency: ClemengerBBDO
Project: The National Bank ‘BLACKCAP of the Summer’
Solution: RedDirect
Launched: December 2005
Campaign length: 110 days
Background:
The National Bank is the Official Bank and principal sponsor of New Zealand Cricket, and sponsor of both of the New Zealand BLACKCAPS and The National Bank Series.
As part of The National Bank’s commitment to continuing and enhancing their support of New Zealand's summer game, the decision was made to extend the previous year’s BLACKCAP of the Summer voting mechanism to include text votes for the 2005 – 2006 Summer Series.
The National Bank needed a mobile solution that was easy to operate by non-technical staff and at the same time provided loyal BLACKCAPS supporters with the best possible voting experience.
Run The Red’s RedDirect mobile marketing solution was selected for the campaign.
Objectives:
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Enhance The National Bank’s sponsorship of New Zealand cricket by providing supporters with a text voting channel for the BLACKCAP of the Summer.
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Reinforce The National Bank’s brand directly to the public by automatically generating a customised National Bank text confirmation message for each vote received.
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Implement a robust and easy to manage mobile marketing solution (RedDirect) to gauge the effectiveness of text messaging as a marketing channel for The National Bank.
Promotion of Campaign:
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SKY TV
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Print
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Live match promotions
How it Worked:
BLACKCAPS supporters voted by texting the name or number of the player they consider to be the BLACKCAP of the match, and the top three polling BLACKCAPS were awarded points in the BLACKCAP of the Summer competition
All New Zealanders with text-capable mobile handsets were able to vote. Each vote cost 20c with a limit of 1 vote per user per game. At the end of each game a random winner was drawn from the votes for the top-polling player for that game.
The winner for each match won for a full-size, laser-etched bat signed by both the BLACKCAPS and the touring teams.
RedDirect ensured BLACKCAPS supporters had the best possible experience by utilising its unique conversational language module. This module handles the interpretation of inbound messages, searching for keywords, their mis-spellings and synonyms. Run The Red then personalised the responses with logic specific to the campaign.
RedDirect’s secure and easy to operate administration console allowed nominated National Bank staff to view, search and download all incoming text votes as well as automatically generate a random winner from the pool of public text votes.
Results:
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30,000+ text votes generated by over 17,000 individual BLACKCAP supporters
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Public awareness of The National Bank’s sponsorship of New Zealand cricket and the BLACKCAPS was successfully heightened through mobile marketing.
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New Zealand cricketers Nathan Astle and Daniel Vettori jointly won the 2005 - 2006 National Bank BLACKCAP of the Summer competition. Well done guys.
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