AUCKLAND, Friday: Affinity ID client Southern Cross Health Society was one of the big winners at last week’s NZ Direct Marketing Awards, taking home two golds, a silver and a bronze for its Altogether Better campaign, which recognises its revamped member engagement programme.
The society, New Zealand’s largest health insurer, was the only insurer to win awards at the event.
Southern Cross Health Society works with True on creative and MBM for media.
Affinity ID worked on the member engagement programme that won the NZDM awards.
And the company’s comms advisor Campbell Gibson took the time to write a short note about the win, which M+AD is happy to post.
Gibson advised that Southern Cross Health Society chief marketing officer Chris Watney welcomed the recognition of the business’ efforts to deliver a world-class communications programme to its members.
“Health is of utmost importance so empowering our members with new tools to be in better control of their health, including and beyond insurance, is part of our strategy to assure members of their health and wellbeing,” Watney said.
He says the programme drove more personalised communications by reflecting the life stage and lifestyle of a member. This was based on customer insight and delivered through relevant and timely messages matching the customer lifecycle, all triggered from a new marketing data framework.
“Affinity ID’s client Southern Cross, NZ’s largest health insurer, was the only insurer to win awards.”
“As a not-for-profit friendly society, Southern Cross operates solely for the benefit of our members so I’m extremely proud of the work by our team to have better conversations with our members,” he said.
“Our aim was to grow and retain membership, help members better understand their policies and benefits, increase digital adoption among members, lift engagement and improve our communication processes.”
With the use of data science and creative flair, all targets were exceeded, there was a notable increase in digital channel usage and engagement, and operational processes saw marked improvements.
Watney says the programme was delivered in a time of increased competition where claims costs were escalating, and premiums had to increase, creating a need for Southern Cross to engage proactively with members.
At the NZ Direct Marketing Awards on Thursday, the Society won:
- Nexus Gold – CRM & Data Management
- Nexus Gold – Production & Fulfilment
- Craft Silver – Excellence in Data Strategy
- Craft Bronze – Excellence in Personalisation
Affinity ID noted 10 wins in total on the night.
Share this Post
