The work we create

Our clients are all different. They come to us with different problems. And what their customers expect from them is (you got it) different. So, the work we do for them is different too. But all with one thing in common: a focus on the living-breathing-clicking human being at the heart of every piece.

All clients

The new Westpac Lite card

The Westpac Lite card is such a simple, no frills card. It’s the simplicity of it that is the draw. So, we turned the usual credit card offering on its head.

Slingshot

The modern family runs on internet. But with increasingly hectic lives, it's hard to feel like you're in control of what the kids get exposed to. Slingshot have the solution.

Flip - We Hired a Guy

As New Zealand's lowest price broadband provider, it's important to be able to back your claims. So, day and night, flip have a certain someone on the case.

The new Westpac Lite card

Business Challenge

There’s a growing trust gap emerging between consumers and big banks, which Westpac is trying to bridge. They identified a gap in their credit card offering that allowed them to launch a new, no frills card aimed at responsible credit use. With a market saturated with ‘short-term’ offers, Westpac were also faced with the difficulty of creating cut through, even with a compelling offer.

Insight

Australians seem to have a tendency to rely on credit cards, with the average person holding 2.4 cards. and not everyone can resist the lure of 24/7 credit in their wallet. For those people, a low rate, low credit limit, no offer card can help them stay out of trouble, while building their credit score.

Audience

Young Australians looking to get their first credit card or a credit rating; ‘Revolvers’ attracted to short-term low rates, those anxious about running up long-term interest; and anyone feeling out of control.

Our Approach

The Westpac Lite card is such a simple, no frills card. In fact, it’s the simplicity of it that is the draw card. So, we turned the usual credit card offering on its head, and positioned the card on what it didn’t have. No rewards programs, no foreign exchange fees, no late payment fees. It’s a credit card. You use it to buy stuff.

Results

Australians felt they were receiving a refreshingly relevant message, and clicked accordingly.

vs. industry benchmark
for consideration

vs. industry benchmark
for favourability

Slingshot

Family Filter

Unlimited Bundle

Broadband

Add power and save!

Flip - We Hired a Guy

Auckland City Mission - A Harsh Reality

Business Challenge

Homelessness has become Auckland's 'invisible problem'. Even though many Aucklanders walk past people sleeping rough on a daily basis, they seldom take the time to see the struggles our homeless people go through every day.

Auckland City Mission's Winter Appeal always successfully draws attention to the plight of the city's homeless and we wanted to start from this platform and lift things up a gear. With multiple charities tackling homelessness, we needed to find a way for the City Mission to cut through the noise to reach a fundraising goal of $300,000 in only five weeks with a budget of just $20,000.

Audience

We appealed primarily to Auckland women 25 to 45 in middle-income families with a strong social conscience, and in a broader sense, all Aucklanders who care for the community.

Solution

Our approach was to find a way to bring to life the experience of being homeless in a realistic way so we created a unique 360-degree video experience. It dropped the viewer into a series of confronting moments, keeping it authentic by using real stories from real people who had experienced life on the streets – not actors, shot from the perspective of one of Auckland's homeless.

Results

The video was viewed more than 22,000 times across YouTube and Facebook and helped to double the income of the winter campaign compared to the previous year.

What people said

"When we asked Track to help us with our Winter Appeal, they responded with this innovative idea of bringing to life the stories of our city's rough sleepers and we thought, 'We absolutely need to do this'"
- Auckland City Missioner, Chris Farrelley

"The 360 film has been very powerful, and will continue to have an impact."
- Alexis Sawyers, Team Leader – Fundraising

Auckland City Mission - Winter Appeal

Business Challenge

Raise more than $86,000 in only five weeks with a budget of just $10,000 (but preferably less) that included media, creative, everything.

Three conditions made this brief far more difficult than a standard appeal brief:

  • Mapped the customer journey and pinpointed roles that teams play to support it, which was displayed as a three metre mural in the company HQ,
  • 1.The 2-month Winter Appeal was already well underway with 11,500 donors' contacted via letter or email. With just five short weeks to go, the appeal was running at 65% of target, and all donors had already been contacted.
  • 2. Other charities were already in-market with a presence, competing for donor's charity dollar.
  • 3. We were engaged late in the campaign in a bid to boost fundraising to meet target.

Audience

We appealed primarily to Auckland women 25-45 in middle income families with a strong social conscience. However, the broader target incorporates all Aucklanders with a sense of community.

Solution

Our approach was to focus on the weather. To convey the fact that donations provide a barrier against the threat winter weather poses for those in desperate need. We wanted to connect the weather explicitly to those in need, and make the donation ask at that point.

Results

By campaign’s end we’d raised $151,610 pushing the overall campaign total to $315,610 (126% of target). From our $10,000 budget we achieved a RoMI of $15:$1 spent.

Donations 1,617

Website unique visitors throughout August 6,116

Hits on the donation page 884

Metrix - CEX

Business Challenge

Metrix offers advanced data-metering solutions to New Zealand's utility companies. We worked with Metrix on a change project to realign company culture with the needs of the customer.

While Metrix provided technology leadership and expertise, poor client satisfaction scores indicated that customer service and support needs were not being met.

Audience

We appealed primarily to Auckland women 25 to 45 in middle-income families with a strong social conscience, and in a broader sense, all Aucklanders who care for the community.

Solution

Over a four-month period, TRACK co-led a CEO-sponsored project with the HR and Operations Director to facilitate a transition to a more customer-centric culture to deliver improvements in experience and performance.

To deliver the changes the business required, we:

  • Mapped the customer journey and pinpointed roles that teams play to support it, which was displayed as a three metre mural in the company HQ,
  • Distilled insights from staff and customer face-to-face interviews into three customer imperatives,
  • Workshopped solutions with all staff and created team-led agendas for change, based on the three imperatives,
  • Reoriented company focus from 'compliance and data quality' (functional) to 'trust and confidence' (emotional)

Initiated an 'M Power' cross-functional team to take ownership of the change agenda and M Power awards.

Results

  • The process of mapping, and the transparency it created, enabled all participants to understand where they fitted and how what they did, impacted the customer. This generated a number of 'aha' moments that led to the team changing behaviours.
  • Taking a collaborative approach to mapping and solution development was critical to enabling real experience transformation.
  • The change management aspect of Customer Experience initiatives are often overlooked, but are a critical success factor. In this case, the biggest shift was cultural – everything else flowed from there.
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