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Running for Loeries success

Cape Town – As finalists for three Loeries Awards categories were announced on Monday, Fin24 asked agencies chosen to tell us their success story.

The Loeries Creative Week kicked off on Monday, with three days of judging (where the finalists are announced) taking place ahead of the two-day award ceremony this weekend when the overall winners will be announced.

- Read about all the finalists.
- Are you a finalist? Contact us now to tell your success story.

Joe Public was on the ball and sent Fin24 the story behind their project with Mercedes-Benz Vans.

They were named as finalists for this project under the digital and interactive category for email marketing. Joe Public’s interactive wall garden project for Yuppiechef was also named as a finalist in the microsite section of the same category.

Joe Public Executive Creative Director and Loeries chairperson Xolisa Dyeshana told Fin24 how excited he was about this good start.

"It's always quite a thing when you create work that you want to do amazing things first and foremost in the market place for your client, but I think when it comes to things like this, when that works sifts to the top in terms of best practice against other competitors, and what other agencies are doing for their clients, it's always quite an honour for us ..."

Dyeshana spoke to Fin24's Matthew le Cordeur about the Loeries Creative Week, which will be his last days in the hot seat, as he steps down as chairperson at the end of the week.

Listen:



Mercedes email runners

Joe Public marketing manager Tarryn Pitchers said excellent customer service was what differentiated the great from the good. “But in South Africa, great service is often sorely lacking.”

So when Mercedes-Benz Vans in Germany launched a new brand tagline – Born to Run – that guaranteed great service in record time, the South African team needed a simple idea to illustrate the exacting standards required to live up to this new brand promise, explained Pitchers.

“So Ignite Joe Public set every staff member one simple task: Reply to a customers email in record time,” she said. “We called it the Born to Run Race, and it turned the Mercedes-Benz intranet into a racetrack, with over 600 ‘runners’ competing to set the record for fastest email reply.”

Watch:



“With limited edition Nike Born to Run sneakers up for grabs, staff were put on a weeklong Born to Run training programme designed to get them race ready, supported by internal mailers, intranet banners, posters, 3D displays and a finale event,” she explained.

“Great service has no downtime, nor does it let obstacles stand in its way. It doesn’t keep office hours and it demands your sweat each and every day.”

“As race day dawned 678 runners lined up behind their desktops. The customer’s email was sent, and we waited. In 1.2 seconds we received our first reply, in seven seconds the last runner crossed the finish line.

"A new benchmark in customer service had been set, and Mercedes-Benz Vans South Africa had proved they were born to run!”

Twitter reaction:

- News24 is an official media partner of the Loeries Creative Week.

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