2013 Awards Finalists

Direct Marketing Award

SuperValu
Sean Collins
Bord Gáis Energy
Neil Curry
Hidden Hearing
Dolores Madden
Irish Distillers Pernod Ricard
Lorcan Bannon
Kelloggs
Donna Byrne

Sponsored by

SuperValu

Sean Collins

In the run up to Christmas 2012, in an increasingly tough market, SuperValu decided to invest in ramping up consumer engagement through the Real Rewards programme. Working with Ignition, the firm implemented three large-scale spend-segmented mailings. These were highly personalised with barcoded vouchers. The result was an inordinate uplift in average sales growth from targeted customers in the Christmas period, with significant follow-on impact.
Winner
Bord Gáis Energy

Neil Curry

Having launched the Bord Gáis Energy Rewards Club, the BGE marketing team needed to find a fast and effective way to maximise the take-up among the very top bracket of customers, to decrease their propensity to defect in this very competitive sector. A number of highly personalised direct mail pieces were used, with post-campaign tracking and analysis determining which creative worked most effectively. The direct mail campaign resulted in BGE securing the core of its top customers.
Finalist
Hidden Hearing

Dolores Madden

As Ireland's largest hearing healthcare provider, Hidden Hearing was facing challenges in a tough economy, and it decided to come up with a compelling offer to kick start sales. The company designed a reward scheme whereby existing customers were incentivised to trade in their old product, and with the assistance of Gibney Communications, a direct mail campaign was implemented after some testing. The result was a massive uplift in upgrade sales.
Finalist
Irish Distillers Pernod Ricard

Lorcan Bannon

The Jameson brand team wished to engage the key male 25-34 market segment, and a direct marketing route was chosen in order to connect with influencers and opinion formers. Scouts were placed into targeted on-trade locations, and consumers fitting the profile were approached and invited to participate in a Jameson Experience event, to sign up online, and to join the CRM programme. The results were very positive, with corresponding increases in attitude towards the brand.
Finalist
Kelloggs

Donna Byrne

The Special K brand had lost a tranche of valuable consumers, and the marketing team engaged colleagues at dunnhumby to assist with a winback campaign. The brand's customer base was mapped and tracked to pinpoint the source of the problem with precision. A targeted mailing was created with tailored messaging, to attract the recipient back to the brand. The results were exceptional, and a major sales uplift was achieved for Special K, by reactivating lapsed customers.
Finalist