Second time participating, second time winning: REWE's school cone campaign has been honoured with gold in the e-mailing category of the e-mail award.
REWE distributes free Disney school bags to prospective first-graders for school enrolment. The voucher was sent to customers who showed an active interest. The clever segmentation of the target group, the link between online and offline as well as the open rate and click rate impressed the jury.
"For us as a company, the focus of the campaign is on the use of existing data in connection with the relevant, personalised playout to a top target group," says Dirk Engelbertz, Lead App & Newsletter at REWE. At the same time, his team was able to use the mailing to update and enrich existing customer data. Interested customers were provided with coupons and reminders during the campaign period.
In addition to REWE, the marketing exchange also honoured the information service "Die digitale Morgenpost" and Sportalm in the e-mailing category. WMF won the Lifecycle Campaign category for its customer club.
