Business to Business Award
A relatively new category open to businesses whose products and services are directed toward other businesses. This category is growing in popularity and this year the judges stated that all entries for this category in particular were of an exceptional standard.
WINNER
Messenger Services Limited representing Stuck
THE PEOPLE
Mark Troughear, general manager
THE PARTNERS
Rocketspark, MediaWorks Radio
SIGNED, SEALED, DELIVERED
Originally published in NZ Marketing September-October 2010, page 30.
Freightways subsidiary Messenger Services Limited got it sorted with Stuck, a virtual can-do brand
Background
By harnessing existing capability within the Freightways group and providing a single identity to customers in need of specialist courier services, a clever new brand called Stuck was able to generate incremental revenue and provide staff with a framework that allowed them to say yes to customers, simply by thinking creatively to solve problems rather than being limited by traditional business processes.
What’s new
Access to Freightways’ resources gave Stuck the unique selling proposition of being able to say “Yes, we’ll sort it” to all manner of non-standard delivery problems (the best example of this was the delivery of Zion the Lion from Northland to the set of The Lion, the Witch and the Wardrobe in Central Otago).
The brand was developed on the basis of requests received by Freightways' companies to undertake unusual delivery jobs and MSL/ Freightways recognised the need for something extra to unify the resources and provide a customised solution at an individual parcel level, something none of its competitors were offering proactively to customers.
Messaging
Developed and launched with a total budget of less than $40,000, Stuck used radio advertising to create awareness and direct consumers to the website www.stuck.co.nz. The simplicity of the message was well- suited to radio and the brand was able to create a rich personality at a reasonable cost.
To strengthen the brand online, Rocketspark created animations, slideshows and images featuring branded planes, trucks and vans and the animations used the radio advertisements as the voice-over, creating a strong link between the two mediums.
An internal launch to 1700 Freightways staff included face-to-face presentations, marketing collateral, competitions, newsletters and, importantly, free beer.
Results
Stuck was forecast to recoup the initial investment within 13 weeks of operation. And since launch 83 percent of Stuck's new visitors entered the site via direct entry of the domain name.
The new venture is forecast to make a 1000 percent return on investment at the end of the first year.
Finalists
Adshel
The launch of Adshel Mobile, the move to a digital media guide and the 2009 Christmas promotion in support of a wide range of New Zealand charities have strengthened Adshel's offering.
Deloitte New Zealand
Deloitte New Zealand's Facebook page has been recognised by a leading US-based technology commentator as being amongst the top 40 Facebook pages in the world.
IBM New Zealand
IBM New Zealand's Mid Market Growth campaign utilised a strategic media partnership to engage clients and business partners around IBM’s brand, creating visibility while meeting global guidelines.