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PRINZ 2013case studies THESE CASE STUDIES REPRESENT THE WINNING & HIGHLY COMMENDED ENTRIES FROM THE 2013 PRINZ AWARDS Corporate Public Relations Not for Profi t Public Relations Peter Parussini & the ANZ Corporate Affairs Team Jacqui Humm, Heather Claycomb ANZ HMC Communications ANZ’s New Zealand simplifi cation project Buddy Day 2012 Dana Kirkpatrick Government or Quasi Government Public Relations Express PR Aaron Hailwood, Katie Mathison Feast New Zealand Customs Service Rebecca Oliver, Freelance PR consultant What’s My Duty? Pink Ribbon Calendar Project: Baring all for Jamie Sitzia, Andrew Knackstedt breast cancer awareness New Zealand Transport Agency Changing the Give Way Rules Paul Dryden Tertiary Award Tom Frankish, Charlotte Milton, Harmeet Sehgal, Internal Communications Natasha Johnstone Juliet Montague AUT University (Outside the Square) Ideas Shop Auckland Youth Orchestra Once upon a story – bringing Kiwibank’s future to life for employees Special Event or Project Amanda Schaake Eloise Hay, Angela Spain Freelance communications consultant with Fonterra DraftFCB PR & Activation Communicating global change on a shoestring PAK’nSAVE rescue Karen Maurice O’Leary, Angelina Farry Issues, Crisis & Emergency Management Starseed PR Anthony Frith, Nicky Chilton, Barina Barrett Number One Shoes ‘Catwalk to Sidewalk’ New Zealand Transport Agency Paul Weeks, Deepti Bhargava, Catherine Kemp, Bev Armstrong, Manawatu Gorge project Darren Horsman Sarah Knowles, Michael Dunlop, Adelle Foster, Amy O’Rourke Unitec Institute of Technology Acumen Republic We make the people who make it to the fi nish line Helping an organisation through transformational change Sustained Public Relations Limited Budget Public Relations Stephanie Lowe Mary-Louise Dare, Alisha Thomas Fuse DraftFCB PR & Activation The McCain School Veggie Patches programme Lindt Creamy Milk launch Kelly Bennett, Amber McEwen, Julia Rogan Eleven PR Marketing Communications – Public Relations Paymark – leveraging the power of data with PR Angela Spain, Eloise Hay, Kate Barlow Jenna Edwards, Matthew Vogts, Shona McLean DraftFCB PR & Activation Spark PR & Activate Driving Dogs Kelly Tarlton’s SEA LIFE Aquarium Marketing Communications – Integrated Sally Logan-Milne Young Practitioner of the Year Award Luci Marshall, Jeni Baylis Alasdair Johnston Spark PR & Activate Otago University Students’ Association Letters to my hero Erin Roberts Sean Brown, Mango McDonald’s NZ Simon Kenny, McDonalds McDonald’s serious lamb launch Corporate Public Relations Corporate Public Relations Peter Parussini & the ANZ Corporate Affairs Team | ANZ PROJECT: ANZ’s New Zealand simplifi cation project In September 2012, ANZ announced that it would be moving to a single brand and phasing out the much loved National Bank Brand. The Corporate communications support involved guiding 2 million customers and more than 8,000 staff, as well as government and regulatory offi cials, media, unions and infl uencers through a huge rebranding exercise. Despite fi erce competitor targeting of National Bank customers, ANZ has avoided customer losses and impacts on staff morale seen in previous corporate mergers. Deposits and lending market share increased in fi rst quarter FY13. There has been no signifi cant increase in staff turnover and staff engagement has lifted. CONFIDENTIAL ENTRY JUDGES’ COMMENT A very well presented entry with extensive and rigorous implementation. In summary, a very challenging programme with high risks and great results. 4 Government or Quasi Government Public Relations Government or Quasi Government Public Relations Aaron Hailwood, Katie Mathison | New Zealand Customs Service PROJECT: What’s My Duty? Millions of New Zealanders shop online as they get better choice and prices for clothes, shoes, sports goods and other items – often enjoying an extra perk of zero GST and duty if the total charges add up to $60 or less. However, the charges are complex and exchange rates vary, so it’s hard to predict when the charges will be triggered. Customs was receiving a huge increase in complaints about goods held by Customs until duty/GST was paid, so we developed a PR campaign centred around a website and free mobile app that calculates the charges for you: no surprises, and you know before you buy whether it is actually cheaper online. BACKGROUND estimate: when your goods Online shopping has increased arrive, an assessment of their rapidly and Customs was receiving value will be made based on the more complaints from consumers exchange rate on the day, so it directly who were surprised and may differ. unhappy that their goods were being stopped at the border until STRATEGY GST and duty was paid. Some The strategy was to deliver and found the charges made their promulgate a cost-effective, goods more expensive than within immediate, and simple way for New Zealand as they didn’t realize online shoppers to fi nd out what there were charges and many GST and duty payments apply found those charges complex. to their purchases before they Customs’ reputation was beginning order, at home, at no extra cost to to suffer as this resulted in negative the consumer. coverage in high-profi le media. A PR campaign was needed to raise IMPLEMENTATION / TACTICS awareness of the charges and help what charges might apply for online shopping, and own the people estimate the charges before before they buy, in time for latest technology mobile devices The PR budget was limited to 8% they clicked ‘pay’ online. the online shopping peak for and home computers to enable of the overall $40,000 budget. Christmas 2012. online shopping. The main tactic was to devise a calculator that could be delivered PRELIMINARY RESEARCH Organisational (reputational) The secondary audiences were as a free mobile app (iOS and • The number and pattern of objectives: the media who comment on complaints received from online shopping, and the Retailers’ Android) and be made available • To reduce the number of consumers over six months Association, which lobbies for on an online website so that complaints from consumers consumers could calculate the • The number and tone of media parity in GST and duty charges for about charges from 10 per charges before they initiate articles on GST payments for online shopping. month to 2 or less per month by the purchase no matter where online shopping February 2013. they were. This enabled them • Articles reporting online MESSAGES • To reduce the negative slant to compare the fi nal price with shopping trends globally The key messages were: of media articles about the the high street price. This tactic • Commentary by New Zealand complexity of Customs’ charges • If you buy goods online from refl ected the fact that the vast based retailers (eg, Retailers’ so that there are no negative overseas, you may have to pay majority of online shoppers Association) about the disparity media articles from December GST and duty if the charges own, and are comfortable with of GST payments online and on 2012 to June 2013 add up to $60 or more: below using, advanced mobile phones the high street this level collection costs exceed • To gain positive media and and computers. revenue. • Anecdotal evidence from online consumer commentary The calculator was named ‘What’s purchasers known to Customs about the increased clarity of • GST and duty are compulsory My Duty?’ to refl ect that it both staff (friends and family) about Customs’ public information by and fair taxes, the same as you calculates the GST and duty their experiences of shopping March 2013. have to pay on goods bought in that apply, and instills in the online and being charged GST New Zealand. user a sense that it’s their duty • Data from New Zealand Post AUDIENCES • The GST and duty may not to pay the charges due, as they and courier companies about make your online purchase as The main audience was all would in a shop. The name was the surge in online parcels favourable, so check before New Zealanders who shop online deliberately chosen to reduce the you buy. • The willingness of for goods from overseas, in sense that was evident amongst New Zealand Post to assist in particular those in the age range • It is easy to calculate whether complainants that they should marketing any solution. 25-45, and relatively affl uent, you will have to pay, and how not have to pay these charges as they are the biggest users of much, before you order online, on online purchases, and that it OBJECTIVES online shopping, are holders using Customs’ free mobile app was unfair. • To increase awareness among of credit cards which are the or online calculator. A dedicated web page was 90% of online shoppers of predominant method of payment • The calculation is only an developed to promote What’s 6 Government or Quasi Government Public Relations My Duty?’, with a completely channel to communicate with the purchases consumers might calculator – with approximately different image to the Customs audience. This was the only paid- make online, as this would create 30% (21,000) being repeat users. website which is mainly targeted for advertising. It cost $10,000 for the need for expert technical By March 2013 complaints had at commercial importers and two weeks’ rotating placement. classifi cation of goods (for dwindled to less than one every exporters who are familiar with example uncut diamonds incur a two months, exceeding the target. complex tariffs and rules. different tariff to cut diamonds) PROBLEM SOLVING / Negative media coverage referring and render the calculator too Users of the web page would CREATIVITY to complex Customs rules has complex, defeating the purpose have the assurance of knowing Aside from the name (explained stopped completely. There was of simplifi cation. We therefore they were dealing with Customs, above), an eye-catching positive media about the calculator limited the calculator to the most but would see a refreshingly photograph was chosen to brand (outlined above) however, there common 40 purchases. consumer-oriented page with What’s My Duty?’.

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