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Onecard mySpecials

Awards: RSVP Craft Best Data Strategy Winner

Entrant: Affinity ID & Ogilvy NZ

Nominee: Progressive Enterprises

Entrant Credits: Dave Mansfield, Anna Reid, Rodney Greenfield, Denise Cohen, Evey Burilin, Ben Eady, Jing Jin Zhou, Will Reader, Michelle Leach, Nikki Gearing, Steve Longhurst, Greg Whitham, Corrie Dark, Minoru Moore, Chong Li, Bobby Lee

Nominee Credits: Elizabeth Higgs, Bridget Lamont, Sally Copland

Entry Rationale:

Onecard mySpecials involves the weekly production of emails totally unique to each customer
driven by product selection, product variety, product display order, basket totals and savings totals, and store-specific pricing, based on extensive behaviour and purchasing pattern tracking.

Creatively the highly personalised nature of these emails is reinforced by the use of a custom alphabet font built from real product packaging for name display in the email header.  Each subject line is uniquely personalised, referencing both the customer’s name and their local store.

In-email search functionality has been developed to provide seamless transport to each customer’s personalised website where they can search for and add further products to their personal shopping list.

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