10 May 2017 | 10.29 am
An Post Announces Smart Marketing Winners
Best in class for direct mail marketing
10 May 2017 | 10.29 am
Ireland’s leading campaigns were announced at the annual An Post Smart Marketing Awards gala which took place in the Intercontinental Hotel in Dublin. Now in its 11th year, the awards aim to recognise and reward excellence in marketing campaigns.
Seventy eight awards were presented in total, with Bank of Ireland Corporate & Treasury taking the Grand Prix for its campaign ‘How We Brought A Piece of Silicon Valley to Ireland’.
The Marketing Team of the Year award was won by SEAT for a variety of campaigns including ‘Your VIP Fast Pass’ and ‘The Ordinary Made Extraordinary’.
Among the DM agencies, Ignition (pictured) was awarded 3 Golds, 4 Silvers and 1 Bronze, in the presence of mascot for the night, Mattress Mick. Ignition were awarded two Golds in the Smartest Data and Smartest FMCG/Retail categories for their SuperValu campaigns, with the third Gold for E-Services & Communications Credit Union.
Fiona Heffernan, Head of An Post Media, commented: “We were encouraged by the quality and number of entries for this year’s awards, which included many newcomers and double-digit growth in the number of entries.
“According to a recent study undertaken by Core Media, the Irish mail media industry overall is valued at a total of circa €70+ million as brands use mail to drive conversion. Mail’s ability to provide 100% consumer reach and the creation of greater access to mail media are reasons why domestic and global brands continue to use mail as a media channel. We are confident that this sector will continue to grow in the coming years.”
Heffernan added that mail marketing is a good way to engage with Generation Z. “The 18 year old consumer is part of the generation born with a mobile phone in their hand,” said Heffernan. “They are the generation which has been described as ‘Blink, share, laugh and forget’. Only brilliant content and engaging creative together with media reach and conversion with direct marketing can connect with these new consumers.”
Best of Irish Breakfast, May 24
On May 24, An Post is organising a Best of Irish Breakfast event in the Westbury Hotel in Dublin where attendees can hear insights from the winning campaigns in the Smart Marketing Awards. The speaker line-up includes Suzanne Quinn of Tesco Ireland, Neil Dalton and Joanne Hurley of SEAT Ireland and Peter Whelehan of DMCM. Early bird tickets are priced at just €35. For further details, click here.