| Winner | One New Zealand |
| Marketing initiative | One New Zealand – One Wallet |
| Marketing partners | Deloitte, Digital Gravity |
| Finalists | Auto Trader NZ, My Food Bag, Skinny, Spark New Zealand, The Warehouse Group – Noel Leeming |
| Judges’ comments | “One Wallet is a world-first initiative, which One NZ has done brilliantly to get off the ground, delivering an innovative pivot in a sea of sameness. One Wallet was built out of super-strong insights, with the entry featuring a very clear articulation of the business problem, linking through to the customer need and the resulting One NZ solution. A clear category winner, thanks to the bold innovation.” |
Cash in on loyalty
One NZ’s goal is simple: to be the number one choice for Kiwis upgrading their phone – and One Wallet gives it a strategic edge.
With price wars driving market instability and phone costs rising year on year, the telco industry is at a tipping point.
For many One NZ customers, a new phone is the most expensive purchase they make in-store. But by the end of 2023, amid a cost of living crisis, nearly half of New Zealanders (47%) were actively looking to spend less on electronics.
Today’s smartphones often cost more than a first car – and the tech they run on becomes outdated faster than ever. One NZ noticed many customers are using phones that are five years old or more. These ageing devices can’t access the major improvements the company offers, including One NZ Satellite, or use features such as inbuilt AI.
To ease the strain of upgrading and help customers stay up to date with the latest tech, One NZ created One Wallet – the world’s first digital currency designed exclusively for purchasing a phone.
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Built to pay back
This innovation was partly inspired by Kiwis’ love of loyalty programmes. In early customer testing, 89% of respondents said they actively take part in loyalty schemes, and 64% expected one from their telco provider.
With One Wallet, customers earn credit toward their next upgrade simply by doing everyday things like paying their monthly mobile bill. This earns a percentage back as One Wallet Dollars (a One Wallet Dollar equals NZ$1). They can build up their balance and use it toward the cost of a new phone. One Wallet Dollars can be used to help pay for any new device, at any time.
By rewarding loyalty with tangible value, One NZ says customers are getting better deals through One Wallet than they would from traditional above the line offers. Satisfaction is up. Churn is down. And One Wallet is already shifting consumer behaviour and setting a bold new benchmark for the industry.
This story comes from NZ Marketing magazine issue 84, Sept-Nov 2025. Why not subscribe? Get four issues a year for just $50 (including delivery) if you autorenew.
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