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  • The Awards
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    • 2019 NZDM Awards Winners
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    • 2015 NZDM Award Winners
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Kustom Konnections

Awards: RSVP Craft Best Use of Mail Winner

Entrant: DraftFCB

Nominee: Genesis Energy

Entrant Credits: Zel Lazarevich, Tony Clewett, Rob Banks, Laura Goldie, Jared Isle, Bex Wells, Matt Scott

Nominee Credits: Annabelle Fowler, Anna Marshall, Sumi King

Entry Rationale:

For Genesis Energy, attracting builders, electricians and gasfitters/plumbers opens up a healthy revenue stream for multiple new connections.

Launching an online rewards programme that incentivised these connectors to ‘pick up a little extra on the job’ through direct mail allowed Genesis to dramatically grab the attention of this highly targeted audience.

Hand-made hammers, saws, wrenches and pliers, covered them in papier-mâché dollar bills, were photographed and three levels of DM pack sent out. Electricians received a low value pack, gas fitters and builders received a medium value pack and the top 20 builders received a high-value pack (a life size papier-mâché saw) – something guaranteed to be the talk of the building site that day.

A four-tier incentive programme personalised to the type of trade was sent out, resulting in an increase in new electricity connections of 10.28%.

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