Best Entertainment Integrated Ad Campaign

How to turn engagement up to 11.

THE CHALLENGE
Tuning out. That’s a natural reaction over time, for large portions of every marketer’s audience. So for Sony Rewards, with their diverse membership, how could we rekindle the flame?

THE ANSWER
Avoid the breakup altogether. Instead, identify newer users at risk of going inactive BEFORE they become fully disengaged. And then? Trigger a low-hurdle offer – tailored to what they love.

THE WORK
More signal, less noise, smarter responsive email (and landing pages). By targeting specific audiences, we show AND tell members reasons to believe again – using whatever iconic SONY device they connect with. Now check out the results.

THE RESULTS
Making it personal counts. Open rates for the initial triggered launches averaged in the 30% range, with consistently double digit clickthrough rates – far above Business As Usual numbers. Click-to-Open rates ranged as high as 44.21% for select audiences.

Contributors:

Global Creative Director:	Christine Cucuzza
Creative Director :	Kris Geist
Creative Director:	Rich Patterson
Managing Copywriter:	Joe Cross
Associate Creative Director:	Nicole Stevens
Senior Art Director:	Piyush Panchal
Art Director:	Becky Gregory

ACXIOM IMPACT

Location: United States

About the Agency:

We're Zeta Global, a data-driven marketing technology company that helps brands acquire more customers, keep the ones they have for longer and grow their value. We create personalized customer experiences by leveraging strategy, analytics, machine learning and award-winning creative that ignite a perpetual dialogue between brands and their customers. Founded by David A. Steinberg and John Sculley (former CEO of Apple Computer and Pepsi-Cola) in 2007, Zeta has grown to more than 1,200 professionals operating out of 25 offices across the globe. Our SaaS-based ZetaHub platform has been recognized as an industry leader by Gartner, Relevancy Group and other top-tier analysts. Zeta is headquartered in New York City, with Centers of Excellence in Silicon Valley, Boston, London, and Hyderabad, India.