Onecard mySpecials nets Affinity ID and Progressive another big win

Affinity ID announced last week that it would be opening an office in Australia. And the Christmas cheer has continued this week with news that it took home two big trophies at the Database Excellence Awards in the US for its impressive and rather complex work with Progressive Enterprises.

Affinity ID, which specialises in digital engagement, claims to be New Zealand’s largest independent agency and generally keeps a fairly low profile in comparison to some of its louder agency brethren took both the Platinum Award for Best in Show and Gold in the Multichannel Marketing category for the Onecard mySpecials campaign. The campaign also won the supreme Nexus award for 2009, as well as a host of other golds, and this latest win continues a trends at these awards, as this is the third win in the last four years for the partnership and adds to the gongs won for Air New Zealand and Sky City campaigns.

Geoff Cooper, Affinity ID’s director, says winning an award like this is a very significant achievement as they are “the acid test of international best practice”.

“We know we’re producing market-leading work in Australasia for engaging customers using data and technology, but it’s always rewarding to see your thinking run up against the world’s top direct marketers and to see it acknowledged as the best in its field,” he says.

Direct marketing specialists from around the world enter the awards, which are run by the US Direct Marketing Association and Direct, an online information source for senior marketers responsible for measuring direct marketing return on investment. And a total of nine winners emerged, across four categories, from this year’s entries.

Cooper says it is the first time any New Zealand retailer has been able to apply data-driven marketing principles to promote—and tailor—its full range of weekly specials to individual customers by analysing the purchasing history of individual customers, prioritising relevant product offers for each and delivering these to their inboxes with rapid turnaround.

“From the business perspective, a new environment has been created that cost effectively delivers improved business efficiency, increased sales and improved customer engagement,” he says.

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