Home SMART 100 2015 Andzen: Hens Deserve Better

Andzen: Hens Deserve Better [SMART 100, 2015]

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This SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity.

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1. THE BEGINNING

This innovation initially came to life when…

RSPCA approached us looking for a way to give consumers a voice in the fight against the use of cage eggs by major Australian food manufacturers. The magnitude of the issue was undeniable: of approximately 16.9 million laying hens in Australia, 67 per cent were confined to cages the size of an A4 sheet of paper.

We needed to come up with an easy and convenient way for consumers to get in contact with food manufacturers. We turned to our bread and butter, email, to build the ideal solution – but in completely the opposite way to usual.

2. WHAT & HOW

The purpose of this innovation is to…

…harness the power of email to drive change. Companies have always used email to push marketing messages to consumers. Our purpose was to give the power of email to consumers, putting companies on the receiving end of an important issue.

It does this by…

…giving the public the ability to submit emails to major Australian food manufacturers including Arnotts, Birds Eye, San Remo and McCain, via a simple web interface.

The default message urges companies to cease using cage eggs, however the consumer can alter the default message. Upon submission, an email is sent to the respective companies’ consumer relations departments.

3. PURPOSE & BENEFITS

This innovation improves on what came before because…

…it makes the customer feedback process quick and easy for the consumer.

Getting in touch with the consumer relations department of an organisation was so tedious and time consuming that the magnitude of the task often outweighed the consumer’s desire to send feedback. By making the process easier for consumers, we increased their likelihood of voicing their concerns.

Its various benefits to the customer/end-user include…

…empowerment and convenience. The convenience of the technology coupled with the consumers’ existing motivations resulted in a large volume of emails sent and consequently a high degree of consumer empowerment.

4. COMPETITIVE LANDSCAPE

In the past, this problem was solved by…

…individual letters and emails from consumers to manufacturers.

Since there was no easy platform for consumers to express their concerns about cage eggs, the volume of people doing so was insignificant. Consumers’ motivation levels were low because they felt their complaints would fall on deaf ears.

Its predecessors/competitors include…

…regular mail, one-to-one email and one-to-one phone calls.

5. TARGET MARKET

It is made for…

…not-for-profit organisations trying to rally industries or governments on an public-driven social issues. With the rise of various digital channels, consumers feel more empowered than ever.

Our system allows not-for-profit organisations to capitalise on this feeling of empowerment to drive social change at a low cost. The system is also designed for the individual consumer looking for a simple and convenient way to make their message heard by decision makers.

It is available for sale through…

…our website andzen.com.au. We tailor-make these solutions to suit the organisation’s exact needs.

Our marketing strategy is to…

…drive traffic to the web app through targeted email marketing campaigns, marketing automation campaigns and social media. This is done alongside the RSPCA’s national print, radio and television commercials.

FINE PRINT: This SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity.

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