LoyaltyAwards_shortlist15

APRIL 2015 Loyalty MagazineLoyalty Magazine APRIL 2015
16 The Loyalty Awards THE LOYALTY AWARDS 17
The ShortlistMassive increase in entries reflects
vibrant loyalty business
A
fantastic 30% increase in entries
forThe Loyalty Awards 2015 for the
EMEA region has resulted in some
tough decisions for the shortlisting judges
who had to prune the numbers down for
the final day of judgement.
Entries this year were from an even wider
range of businesses,with mobile schemes
well represented.They have come from
virtually every country in the EMEA region.
Particularly high numbers were entered
into theBest LoyaltyProgrammeMarketing
Campaign of theYear,the new categories
– Best LongTerm Loyalty Programme
and Best Use of Gamification to Enhance
Loyalty – and Best New Loyalty Programme
of theYear.This last category is significant,
because it reflects the level of interest in
loyalty,and illustrates the large number of
new loyalty initiatives being introduced.
The Loyalty Awards EMEA is firmly
established asTHE loyalty event of the year
and in 2015 we expect well in excess of the
700 loyalty professionals who attended the
Gala Awards Evening last year. This year
it takes place on June 9 at the Grosvenor
House,Park Lane,London.Early booking
is advised to make sure you secure a good
position for your table.
Networking
AsThe Loyalty Awards grow and develop,
we are building up a core of returning
entrants and attendees who make sure
they blank out their diaries each year
for the big event.We also welcome new
entrants and attendees each year as the
event grows and widens its appeal.
Achievement
Being a finalist forThe Loyalty Awards is a
massive achievement,and we congratulate
those companies appearing on the
following pages.They have demonstrated
excellence,imagination,creativity and
business acumen to get this far.
The shortlist for the regional categories
(Best Loyalty Programme of theYear for
Central & Eastern Europe,European Union
&Turkey and Middle East & Africa will be
made available to guests during the Gala
Evening,prior to the announcement of
the regional winners.This will be together
with the overall winner – Best Loyalty
Programme of theYear.This category is
sponsored by Ketchup Agency.
The Personality of theYear will also be
announced on the night ofThe Loyalty
Awards Gala Evening.
Congratulations to everyone!

Loyalty Magazine APRIL 2015
18 THE LOYALTY AWARDS SHORTLIST THE LOYALTY AWARDS FINALISTS 19
APRIL 2015 Loyalty Magazine
Barilla / Advice Group
Amici del Mulino
“Amici del Mulino”is a digital relationship
platform developed by Barilla with Advice
Group.First launched in 2013 the aim was to
build a strong connection with kids through
educational activities and game mechanics.
Enhanced in 2014 through a multichannel
loyalty scheme fostered by a 1to1 marketing
plan,it has become an innovative example of
gamification mechanics in the Italian FMCG
industry.
Auchan France /TCC
Looney Tunes FETE DU SPORT
A short term loyalty programme implemented
byTCC and Auchan France featuring Looney
Tunes cartoons to engage shoppers during
the key back to school trading period.The
eight week customer loyalty promotion took
place in 140 stores,featuring free LooneyTunes
collector cards,together with a collector album
and LooneyTunes soft toy range.
Best Use of Gamificationto enhance Loyalty /// New ///
Cable &Wireless
Win & Drive
Subscribers of the loyalty programme Cable
Points can participate in this game/lottery
by SMS‘Grand’using a short code to redeem
loyalty points for a ticket using mobile phones.
At the end of the lottery,the winner receives a
star prize such as a brand new Hyundai Grand
i10 costing £12,400 or an SR8000 - worth twice
the average minimum salary in Lithuania.The
campaign helped increase the loyalty base by
11% in just 5 months.
Dansk Supermarked
Winning hearts
Dansk Supermarked,the largest Danish retail
company,not only lets customers win hearts
(points) in the mobile based Christmas game,
but also wins their hearts with an improved
image of its bricks and mortar stores due to its
customer interaction.This results in increased
sales online and offline and is achieving an
increased market share for the company.
Dubai Police
Virtual applications
Dubai Police has employed cutting-edge video
games technologies to create virtual incidents
ranging from crime scenes to traffic accidents
to hostage scenarios.These require SWAT
planning and intervention in an engaging way
that mimics real-life situations to allow the
trainee to learn-by-doing to harness his skills in
a safe and practical environment.
JetBlue Airways / Comarch
JetBlue’s TrueBlue Badges
TrueBlue Badges is a social engagement
extension of JetBlue’s loyalty programme that
enables interaction with customers outside
of their normal booking and flying activities.
Members are able to earnTrueBlue points for
the badges they collect for various activities,
share contextualized branded content and
build their loyalty user profiles.
MAXIMA / Boost
Puponautai II
Puponautai was implemented by Boost on
behalf of Baltics market retailer Maxima.
Now Puponautai II has run for 10 weeks,in
230 shops,with 7 million Beans distributed,
illustrating a huge national response.Results:
a significant increase in sales, shopper visits,
commercial benefits,average receipts and
footfall at the POS,together with the highest
participation in the country.
Quidco
Quidco’s Christmas‘Cookie Trail’
Last Christmas,Quidco’s‘CookieTrail’game
helped increase member engagement
with exclusive festive cashback offers at
an unprecedented level.For three weeks
participants solved daily clues that directed
them to retailer pages where they could collect
Cookies,each of which represented an entry
into a superdraw and the chance to secure
thousands of‘instant win’prizes.
Gamification is a new category this year
because of its rapid rise in importance
within loyalty
In today’s digital and social world,consumers are much more discerning
about how and where they spend their time online.The adoption of
smartphones and tablets,the multi-screen consumption of media and
the movement between devices based on the context of their use is
fundamentally changing the way consumers interact and transact
with brands.As a consequence,marketers need their digital marketing
strategies to work harder in securing consumer attention and keep them
engaged with their brand.
One of the biggest...
One of the largest categories this year,which had to be seriously
shortlisted,gamification is being used for everything from training to
customer engagement.There are criticisms that it is often misinterpreted,
but as it is a new phenomenon it is difficult to set many ground rules.
With smartphones providing anytime anywhere access,the fundamental
objective of gamification is to inspire and motivate individuals to perform
better and achieve more in those activities in which they choose to
participate.It supports positive changes in behaviour by tapping into a
person’s psyche and addressing their unique needs and motivations.
The reasoning behind gamification...
• Achievement – virtual rewards,points or tangible prizes
for achieving goals
• Recognition – earning badges or tokens to demonstrate
status or participation levels or expertise,skills and
capabilities
• Competition – ranking performance against other
consumers by leveraging leaderboards
• Social collaboration – sharing achievements,reviews,
providing recommendations and reinforcing that
behaviour through rewards
We had a tremendous response to the new gamification category this
year,and the ten finalists had to fight some stiff competition to make the
final cut.We very much look forward to announcing the first gamification
winner at the Gala Evening on June 9 – and watching this category go
from strength to strength.
It’s not just a game...
This is
serious
business
Topaz Energy
Play or Park loyalty game
Topaz Energy is Ireland’s largest Fuels and
Convenience retailer with its Play-or-Park
loyalty programme.Points are earned on
fuel and shop purchases to be played via the
mobile app,online,or free text,for monthly
Experiences-of-a-Lifetime and guaranteed
FREE-Treats.
Wanda Digital
gnctrkcll mobile application
This application brings together GSM and
non-GSM benefits of the brand.By processing
customer behaviour and engagement,it then
createspersonalizedbenefitsviaagamification
engine in order to build brand loyalty.

20 THE LOYALTY AWARDS FINALISTS THE LOYALTY AWARDS FINALISTS 21
Coalition Rewards
PINS: the first shopper flyer loyalty
programme in the world
PINS is the first Shopper Flyer loyalty
programme in the world,launched in
March 2014.This technically unique loyalty
programme model combines data of two
different types of programmes – traditional
frequent flyer and coalition type of loyalty
programmes.
Nicholson / Eagle Eye Solutions
Ale Trail application
Through its partnership with Eagle Eye
Solutions,leading pub chain Nicholson’s
launched in November 2014 the first pub based
loyalty and rewards application seen in the UK.
Eagle Eye’s AIR platform allows retailers and
hospitality businesses to adopt digital loyalty
and mobile coupons.
Heathrow Airport / Comarch
Heathrow Rewards
Instant redemption app
The Heathrow Rewards programme gives
members points whenever they spend at
Heathrow.This involves 150 commercial
partners and over 400 vendor outlets including
catering,shops,bureaux,car parks,car rental
and Heathrow Express.
Mastercard / Inspire Europe
Inspire Europe in partnership with
MasterCard Loyalty Solutions
Inspire is the travel redemption partner for
MasterCard Loyalty Solutions across EMEA.
This unique travel platform uses revolutionary
technology to provide a unique travel solution
for cardholders.Launched with an initial client
in Poland in January 2014 the solution is now
live with 16 reward programmes across six
countries,with plans to launch in a further five
countries in 2015.
Morrisons Match & More /
Capgemini
Price match and points reward card
In October 2014,Morrisons launched Match
& More.This is the first programme of its
kind to combine loyalty and price match into
one proposition – and the first to price match
Aldi and Lidl plusTesco,Sainsbury’s and Asda.
Shoppers can also collect points on hundreds of
products and fuel.
Best use oftechnology in a Loyalty Programme
Mothercare / RAPP
Becoming the world’s most caring retailer
First-time mums want the best for their
baby,but how do they know where to start?
Mothercare connected all customer channels
to its database,ensuring that helping new
mums to become the best they can be is at the
heart of its strategy.
Pegasus Airlines / MonitiseYazilim
Mobile loyalty offering
Pegasus Airlines,the fastest growing airline in
Europe,renovated its mobile loyalty offering
to better serve ever-changing traveller needs.
With the Pegasus Plus loyalty programme at
the centre of its customer experience,Pegasus
engaged Monitise to design and develop
Turkey’s first airline apps,available in both
Turkish and English.As of January 2015,the
apps were responsible for 10% of Pegasus
Airlines’ total sales and 16% of its online sales.
The Saudi Investment Bank /
Ketchup Loyalty Marketing
Saudi Investment Bank loyalty
programme
The Saudi Investment Bank has launched the
SAIB loyalty programme comprising discounts,
points for catalogue redemptions and
conversion to airline miles at the beginning of
2014 to improve SAIB’s image as a strong retail
bank and to increase customer satisfaction
and thus NPS to grow more strongly in retail
banking.
Best User Experience
MAXIMA / Boost
Puponautai II
behalf of Baltics market retailer Maxima.
Now Puponautai II has run for 10 weeks,in
230 shops,with 7 million Beans distributed,
illustrating a huge national response.Results:
a significant increase in sales,shopper visits,
footfall at the POS,together with the highest
participation in the country.
Monsoon Accessorize /
Ikano Insight
Incorporating the Accessorize brand
Monsoon worked with Ikano Insight to
develop and launch a new programme with
increased customer benefits for Monsoon
Accessorize.It introduced a more customer
friendly and accessible loyalty scheme,made
it easier for the customer to understand how
the programme worked and ensured a better
overall experience.
Qitaf / SaudiTelecom Company
Qitaf Partner redemptions
Traditional card & ID based programmes
depend on POS machines that are plagued
with delays and ever changing human resource
to run them.We have successfully overcome
this to provide near real-time redemption at
all major partner stores,enhancing the overall
customer experience.
Turkcell
Turkcell One
Turkcell,Turkey’s leading mobile operator
with 35 million customers and a wide range
of digital products and services is drastically
rethinking and rebranding all its online
properties,unifying them into a single design
system that could easily scale.The solution
had to be simple and intuitive enough to be
adopted by the mass market audience and
reward its customers.
VodafoneTurkey /
RED loyalty programme
VodafoneREDloyaltyprogrammesolelyfocuses
onmakinglifemoreconvenient foritscustomer
base,supported by the statement:“When you
are in need,life stops forVodafone RED and we
take action to make your life easier”.In 2014,
the RED programme has become one of the
major loyalty programmes inTurkey.
VodafoneTurkey / Ketchup
Loyalty Marketing
Vodafone RED & Karafirin – M2M
Integrated Digital Solutions
TheVodafone RED programme makes life
more convenient for its digitalized customers.
With this aim,it provides loyalty campaigns
satisfying its customers’needs & expectations,
supported with high-end technologies
including M2Mandintegrateddigitalsolutions.
Karafırın campaigns (one of the biggest bakery
chain stores throughoutTurkey) are great
examples of the success of RED loyalty.
Whitbread
Whitbread Restaurants loyalty schemes
Whitbread Restaurant uses new smart
technology to deliver a truly personal
relationship in a highly competitive market.
Moving away from mass discounting it has
turned unknown guests into known.The
programme provides long term value with
enhancedcustomerexperienceandtechnology
to make it easy for everyone,increasing the
participation of members in 2014.Sponsored by
Sponsored by

AbbottTurkey / 360DRCMarketing
Life is Valuable Club
Life isValuable Club is AbbottTurkey’s online
diabetes community platform powered by
360DRCMarketing Agency.Club members
can reach information related to diabetes via
interaction with other individuals,pharmacies,
healthcare professionals and via video tutorials,
recipes…They earn gifts related to diabetes.
There are more than 7 million people including
over 20,000 children,withdiabetes inTurkey.
Cable &Wireless
Happy to Give
The Cable &Wireless campaign Happy to
Give allows its customers to donate their
loyalty points to 3 charities of their choice:
The Hospice,Disabled Children and Special
Olympics.Using their mobile phone,the
customers only need to click and donate the
amount of points they wish to give.In return,
Cable &Wireless matches any point donated
and gives the money to the charities.The
results were beyond expectations.
Multipont Programme
Let’s help Santa! – the best CSR initiative
The dynamically growing loyalty programme
after its first anniversary,launched a CSR
campaign,‘Let’s help Santa!’in order to drive
its card owners to be more active in using their
cards,and donating money after every point
redemption transaction to the Santa Claus
Factory Foundationandthroughthistofamilies
inneed.
Virtual Market Place
Youth Day campaign: Helping school kids
who don’t have desks
We challenged cardholders and staff to take
action over NationalYouth Day:swipe your
MySchool card to help raise funds for the
DesmondTutuTutudesk campaign.Together
we could give 2000 kids in rural communities
something they needed desperately;a flat
surface to write on – a portable lap desk!
XLTeam
Safe Drive
Texting while driving is a growing problem
worldwide,which results in more and more car
accidents and related damages.An estimated
1 in 4 car crashes in the US involves cellphone
use.SafeDrive is an app that rewards drivers for
not using their smartphone while driving.With
the earned points the user can buy discounted
products from loyalty partners.Users are also
challenged via gamification to drive safer than
peers
Best Social Responsibility (CSR) Initiative Linkedto LoyaltyBest Use Of Customer Relationship Management (CRM) in a Loyalty Environment
Club Carlson –The Carlson Rezidor
Hotel Group / ICLP
‘Thank you’campaign
Club Carlson is the frequent guest programme
of the Carlson Rezidor Hotel Group.
Membership tiers begin with Red,moving up
to Silver,Gold and Concierge.2 million active
members in the EMEA region stayed with the
group at least once in 2014.The programme is
a‘thank you’with highly personalised gifts that
excite and engage.
Heathrow Airport / Acxiom
Realigning strategy to improve CRM
contribution to corporate objectives
With its strategic partner Acxiom,Heathrow
Airport reviewed its CRM programme to better
understand contribution to,and improve
performance against,corporate objectives.
After developing a customer journey vision and
aligning strategies for data,content,channel,
reporting and technology,the enhanced
programme returned significant financial and
customer satisfaction gains.
MultiPlus Card
C@T Coupons at till
C@T is a personalised approach to targeting
customers by using customer data and
shopping history to select the most relevant
offer for each customer displayed at the point
of sale.This results in more personalised
campaigns with better benefits,higher coupon
relevance and redemption,as well as a slashed
cost of direct marketing.
Natura Brazil / Comarch
Implementation of CRM & loyalty
strategy in integrated omnichannel B2C
& B2B business model
Natura Brazil and Comarch have successfully
implemented a comprehensive multichannel
CRM strategy in the cosmetics market.This
involved the integration of Natura direct
sales,e-commerce and boutiques.On a single
IT platform Natura built a recognition and
motivation programme for its Consultants
and an advanced loyalty programme for end
customers.
Tatry Mountain Resorts
GOPASS – The digital skiing experience
GOPASS combines e-shop (remotely loaded
ski pass) with a loyalty card and is mixed with
eight other features.GOPASS revolutionizes the
interaction of a ski resort with skiers.We call
GOPASS CRM“the digital skiing experience”.
Follow“Emil the Skilover”on his“digital”skiing
trip with GOPASS.
Turkcell
Turkcell Care for professionals
Turkcell,with its 34.6 million customers,is the
market leader in theTurkish mobile market.
Competition in the mobile market has become
increasingly price-based.Turkcell is a premium
brand with a higher price and higher quality
perception.The challenge was to lessen the
importance of “price”by creating value using
customer insights.Customers are segmented
based on their lifestyles,one of which is the
“professional customer”segment.
Volvo / Ketchup Loyalty Marketing
Volvo Benimle loyalty programme
TheVolvo Benimle loyalty programme was
launched in the second half of 2014 to provide
exclusive lifestyle offers and privileges solely
forVolvo Car owners inTurkey.It has been
designed to meetVolvo Car owners’present
and future needs,thus the main purpose
of the programme is to provide them
with comfortable,adventurous and joyful
experiences throughout their daily lives.
Wanda Digital
gnctrkcll mobile application
This mobile application gathers all the services,
benefits and brand assets under one roof.It
tracks customer behaviour and usage via the
gamification engine to create personal offers in
order to build and improve brand loyalty.

Cable &Wireless
Happy to Give
The Cable &Wireless campaign Happy to
Give allows its customers to donate their
loyalty points to 3 charities of their choice:
The Hospice,Disabled Children and Special
Olympics.Using their mobile phone,the
customers only need to click and donate the
amount of points they wish to give.In return,
Cable &Wireless matches any point donated
and gives the money to the charities.The
results were beyond expectations.
Coalition Rewards
PINS – the first shopper flyer loyalty
PINS is the first shopper flyer loyalty
programme in the world,launched in March
2014.This unique loyalty programme model
combines two different types of programmes
– traditional frequent flyer and coalition type
of loyalty programmes.The launch campaign
enrolled more than 1,000,000 new members
in less than 12 months!
MasterCard
MasterCard Pay with Rewards
Pay with Rewards is an innovative solution
that gives cardholders the freedom to redeem
rewards at the point of sale for whatever they
want.Leveraging the MasterCard network,this
innovation provides a flexible and cost effective
way to execute POS reward programmes for
card issuers and merchants.
Morrisons
Match & More
products and fuel.
programme
banking.
Best Loyalty Industry Innovation
Hotel Group / ICLP
At Risk – Campaign
of the Carlson Rezidor Hotel Group and uses
a Gold Points currency.Data analysis and
predictive modelling showed a loss of €20m
per month from active members who had
made a negative change in their staying
behaviour.Our objective was to re-engage
with these‘at-risk’members and get them
rebooking.
Hotel Group / ICLP
Nordics Campaign
There was a shortfall in Q4 bookings for the
Nordic’s hotels in Q4 of 2013.Eight hotels
in particular were experiencing decreased
revenue.There was a need to combat this trend
head-on and encourage more bookings.
Mothercare / Rapp
Becoming the world’s most caring retailer
First-time mums want the best for their
baby,but how do they know where to start?
Mothercare connected all customer channels
to its database,ensuring that helping new
mums to become the best they can be is at the
heart of its strategy.
MultiPlus Card
Coupons at till drive new sales and slash
costs
C@T is a personalised approach to targeting
customers by using customer data and
shopping history to select the most relevant
offer for each customer displayed at the point
of sale.This results in more personalised
campaigns with better benefits,higher coupon
relevance and redemption,as well as a slashed
cost of direct marketing.
Turkcell
Turkcell proactive tariff consultancy
Turkcell established a positively shocking
proactive consultancy system,helping
customers with a“potential high invoice”
before they were billed.Customers who are
unaware of the growing bill,due to selecting
an offer not matching their needs,are called
and given consultancy on which offer to pick
and charged on the suitable offer.
Best Use of Customer Analytics/Data
Sponsored by
Sponsored by
VodafoneTurkey / Ketchup Loyalty
Marketing
Avantaj Cepte mobile loyalty platform
Avantaj Cepte is a mobile loyalty platfrom
that puts an end to the complexity of carrying
around physical store loyalty cards.It has a
segmented approach in which the platform
recognizes customers upon their segments and
tariffs and differentiates the user experience,
content and offers.Since platform partners’
loyalty cards digitally exist on the platform,
it enhances the customer experience and
engagement.

Avios
The Avios Big Reward campaign
The Avios Big Reward was an integrated
marketing campaign designed to build
awareness and understanding of Avios in an
engaging and inspiring way.We leveraged
Avios’partner channels and a media
partnership with Channel 4 to unlock national
coverage and deliver reach beyond our media
budget.This unique campaign allowed us to
target a national audience,rather than our
traditional London and South East focus.
Hotel Group / ICLP
Q1 Campaign
of the Carlson Rezidor Hotel Group.Bookings in
EMEA are generally low between January and
March compared to the rest of the year. We
saw this as an opportunity to reverse the trend
by encouraging business travellers to come and
stay for longer leisure trips.
Coalition Rewards
PINS – the first shopper flyer loyalty
programme launch campaign
PINS is the first shopper flyer loyalty
Dansk Supermarked Gruppen /TCC
Animals of the World take over Denmark
In Spring 2014,Dansk Supermarked Gruppen
ran a first-of-its-kind loyalty marketing
campaign in Denmark to educate children
about the animals of the world,through an
exclusive partnership with the Discovery
Channel and its Animal Planet licence.An in-
store marketing campaign rewarded shoppers
for their loyalty with exclusive educational
stickers and album sets.The 8 week campaign
ran from March in all Fotex and Bilka stores
(Dansk Supermarked banners) and included
interactrive marketing,swap days and
roadshows.
Electric Ireland
Electric Ireland Powering Rewards
In partnership with Ireland’s second largest
food retailer SuperValu,customers could
save up to €120 a year on their energy bills.
In partnership with SuperValu’s own loyalty
programme,customers could now earn reward
points when they paid their Electric Ireland
energy bills and use these points to save
money on their next bill.Customers can win
once-in-a-lifetime experiences every quarter.
Le Club Accorhotels
Rewarding your loyalty with
Le Club Accorhotels
Committed to putting members at the heart of
its programme,Le Club Accorhotels launched a
campaign to raise awareness,drive enrolments
and educate internally on the importance
of service in relation to building loyalty.The
results exceeded all expectations,with positive
impacts on recruitment figures plus members’
bookings and repeat bookings.
Best Loyalty Programme Marketing Campaign
MERKUR Austria / TCC
Merkur Austria Looney Tunes
A shortterm loyalty programme created and
implemented byTCC for MERKUR Austria
(REWE Group) to win over the young-at-heart
and gain a greater share of their shopping
spend.
Virtual Market Place
Vote4Charity with MySchool MyVillage
MyPlanet
Who is South Africa’s favourite charity?We
challenged all MySchool MyVillage MyPlanet
supporters to get involved:vote online for your
favourite charity and challenge your friends to
do the same.TheTop 5 charities received large
cash donations plus the bragging rights to be
“SA’s favourite charity”.
VodafoneTurkey /
Vodafone KaraKartal
VodafoneTurkey signed a 10 year sponsorship
deal in 2013 with Besiktas,one ofTurkey’s
oldest sports clubs,which includes rights
to the Istanbul soccer club’s new stadium
(Vodafone Arena) and jersey advertisements.
Vodafone KaraKartal is the sports community
programme designed under this renowned
sponsorship deal,aiming to serve as an enabler
platform for all Besiktas fans inTurkey.
Zorlu Property Group /
Zorlu World – Miles&Smiles Campaign
ZorluWorld is a loyalty programme serving the
Zorlu Performing Arts Center,Raffles Istanbul,
Residences,Offices and Shopping Mall within
Zorlu Center Istanbul.While ZorluWorld Loyalty
programme was being prepared,we came up
with an effective marketing campaign with
the idea of capturing the customer’s attention
to the programme and its benefits that await
them.Hence ZorluWorld Miles&Smiles“air
travel”marketing campaign acted as a teaser
to the world of benefits that would embrace
customers as of March 2015.
Hotel Group / ICLP
‘New Year’campaign
We wanted to start the new year with a bang,
letting our active members know how much
we appreciated their loyalty and encouraging
them to book more trips in 2014.
Rather than a standard money-saving offer,
we gave them something extra special and
inspiring.A brand experience they would never
forget.
TrueBlue Badges is a social-engagement
Tesco Global Zrt / Hammer MS Kft
Tesco Rubik loyalty promotion
Tesco Hungary offered inspiration and
innovation to its customers as Rubik’s cube
does.The new loyalty programme was more
than a campaign.It’s the celebration of
creativity.Thanks toTesco,in 2014 thousands of
Christmas trees hid a Rubik’s Cube,just like in
1974 when it was invented.
Bupa Global /Them London
Brand building with birthdays
In 2014,Them worked with Bupa Global to
deliver a customer engagement campaign,
Bupa Plus,which was developed to maintain
long-term customer relationships.Bupa
Plus is digitally-led,with a programme of
email communications.As part of this,Them
designed,developed,and delivered a bespoke
birthday email that pulled through dynamic
content and animation dependent on the
recipient’s age.
Turkcell
Turkcell Supertradesmen
Super Esnaf is a communication programme
to improve brand perception and build loyalty
among a segment that is particularly hard
to reach:the owners of small businesses,or
‘esnaf’(tradesmen) as they’re called inTurkish.
The programme emphasizes that the brand
stands by the traditional values of a close-knit
community.
Best use of Communications in a Loyalty Programme
(INCLUDING SOCIAL MEDIA)

MyCheck / CCGroup
Busaba Eathai and MyCheck set the
standard for mobile loyalty
Busaba Eathai,the UK’s leadingThai restaurant
group,and MyCheck developed a loyalty
and payment application that has set the
benchmark for mobile in the hospitality sector.
The service has a 74% conversion rate with 39%
of users returning to dine.
Whitbread
Whitbread Restaurant loyalty schemes
Delivering a truly personal relationship in a
highly competitive market,and moving away
from mass discounting it has turned unknown
guests into known.Combining points and
targeted benefits with the customer at its
heart.The programme provides long term
value,with great customer experience and use
of new smart technology to make it easy.
Anchor /Whynot!
Anchor Rewards Club
The Anchor Rewards Club (ARC) and
supporting CRM programme were created
to give consumers a reason to purchase
Anchor products beyond price.ARC has been
developed as a transactional mechanic,which
captures consumers’data to build loyalty with
customers who can be influenced to buy more
frequently.
COOP Adriatica /TCC Group
Supervitamini (The Super Vitamins)
Short-term loyalty programme created and
implemented byTCC for Coop Adriatica in Italy
promoting healthy eating for children and
supporting four local children’s charities.
Dansk Supermarked
Winning hearts
Greggs / Eagle Eye Solutions
Greggs Rewards
Greggs wanted to increase loyalty among its
customers and drive consumers into its shops
through a mobile payment application.Greggs
Rewards,which was launched in February
2014,involved Eagle Eye Solutions working in
partnership with Greggs to develop a mobile
payment and loyalty application that would
help them leapfrog the competition.
MAXIMA / Boost
Puponautai II
Voted the best collectible promotion of the
year 2014 (August-October 2014) in Lithuania,
behalf of the market leader in the Baltics:
retailer Maxima.Now Puponautai 11 has run
for 10 weeks,in 230 shops,with 7 million Beans
distributed.There are around 400,000 children
aged 0-14 in Lithuania.The programme broke
records for the highest participation and a
significant increase in sales,shopper visits,
footfall at the POS.
Morrisons – Match & More
Price match and points reward card
In October 2014,Morrisons launched‘Match
& More’.This is the first programme of its
Shoppers can also collect points on hundreds
of products and fuel.
Loyalty Programme oftheYear – Retail (Food)
Lloyds Bank / Aimia
Everyday Offers powered by Cardlytics
The Lloyds Bank‘Everyday Offers’loyalty
programme delivers up to 15% cashback with
leading UK retailers.Through‘It’s On Us’,Lloyds
also pays back customers each month for
something they’vebought (up to£500)on their
debit / credit card. Over 2014,1.2m customers
enrolled into‘Everyday Offers’,while 62,000
purchases were repaid through‘It’s On Us’.
Akbank
Emotional Touch
In 2014,Akbank launched EmotionalTouch
Project,a loyalty programme to create a
positive perception about banks regarding
credit usage.We designed special gift boxes
and told the story of each present inside.By
doing so,our gifts turned into a present coming
from a friend,which improves loyalty.
Loyalty Programme oftheYear – Financial Services
Aviva / Cherry London
Aviva Advantages
Insurance is typically an annual grudge
purchase,giving customers little reason to
build a relationship with their insurer. Through
Aviva’s customer rewards programme - Aviva
Advantages - customers now have a reason
to interact with Aviva more frequently,and in
turn,Aviva have proven they stay longer and
buy more.
programme
banking.

Ebookers
Bonus+ : the travel rewards programme
that gives customers more
Research identified a lack of loyalty in the
travel industry with 69% of consumers saying
they will visit more websites than before to
plan their holiday in the next year.Consumers
said travel rewards programmes were too
complicated,too hard to earn and complex to
redeem.In 2014 ebookers launched BONUS+,
an innovative new rewards programme.It
is free and rewards are earned and instantly
redeemable.Where competitors failed to gain
loyalty BONUS+ has been a unique rewards
offering focusing on delivering instant travel
rewards.
TrueBlue Badges is a social-engagement
Le Club Accorhotels
Le Club Accorhotels – rewarding
customers for their loyalty
While the trend in the marketplace was to
devalue loyalty programmes,2014 saw Le Club
Accorhotels launch a new generosity structure
which resulted in members earning up to 25%
more points as well as benefiting from a range
of exclusive member-only services.
Tatry Mountain Resorts
Building the first truly digital
ski resort in Europe
GOPASS combines an e-shop (remotely loaded
ski pass) with a loyalty programme with eight
main features.It is the first time a ski resort
has implemented all these features to such an
extent in one programme.
Whittlebury Hall Hotel and Spa
‘me time’loyalty programme
To deliver business objectives,enhance the
customer experience,and drive incremental
commercial revenue,Whittlebury Hall Hotel
and Spa launched a new loyalty programme,
‘me time’.The programme is our way of saying
thank you to our spa guests for choosing
Whittlebury Hall,with members receiving
exclusive offers and rewards.
Loyalty Programme oftheYear –Travel
Dansk Supermarked
Winning hearts
HMV
Purehmv loyalty
Purehmv is a unique rewards programme,
dedicated to bringing fans closer to the
entertainment they love.In 2014,350,000 new
members joined the points based programme
which had been revived following HMV’s
administration in early 2013.Member retail
spend at HMV totalled over £40m.Customers
were told their pre-administration points
would be honoured.
Loyalty Programme oftheYear – Retail (Non-food)
Soyak / Ketchup agency
Soyak Elite Club
Soyak Elite Club loyalty programme has been
designed to obtain real estate investor loyalty,
and to make the Soyak brand“top of mind”for
investors.Thus,members are granted special
discount rates in new Soyak real estate projects
and special offers in various lifestyle brands
and events.
Topaz Energy
Play or Park loyalty game
Topaz Energy is Ireland’s largest Fuels and
Convenience retailer with its Play-or-Park
loyalty programme.Points are earned on
fuel and shop purchases to be played via the
Mobile App,Online,or FreeText,for monthly
Experiences-of-a-Lifetime and guaranteed
FREE-Treats.

Nectar / Aimia
Nectar,the UK’s most popular loyalty
programme
As the UK’s largest loyalty programme,Nectar’s
goal for 2014 was to be more valuable and
rewarding for customers.The numbers speak
for themselves… two new national collect
partnerships,130 new reward opportunities,
10 million customers participating in cross-
partner events with millions of points issued.
The end result;a 21% increase in Nectar’s NPS
(net promoter score).
Ikea / Cloudbiz
Ikea Family
Knowledge is power.Cloudbiz designed and
launched‘IKEA FAMILY’,the loyalty scheme
of IKEA,to reveal the true value of customer
data and shopping behaviour.By utilizing our
experience and expertise in implementing
demanding loyalty programmes we offered
real and measurable return on investment.
Inspire Europe / Mastercard
Inspire Europe in partnership with
MasterCard Loyalty Solutions
Inspire is the travel redemption partner for
MasterCard Loyalty Solutions across EMEA.
This unique travel platform uses revolutionary
technology to prove a unique travel solution
for cardholders.Launched with an initial client
in Poland in January 2014 the solution is now
live with 16 reward programmes across six
countries,with plans to launch in a further five
countries in 2015.
PAYBACK / Loyalty Partner GmbH
(part of the American Express Group)
From a single point to a whole new
world of loyalty
Payback has loyalty programmes in Germany,
Poland,Italy,Mexico and India,and has just
launched Plenti in the US.A success story
since its launch in Germany in 2000,into
an environment where loyalty wasn’t even
allowed.In 2014 it showed that even a success
story can be extrapolated.A customer centric
approach together with a digitization strategy
before the competition made 2014 the most
successful year in Payback’s 15 year history.
SaudiTelecom Company
Qitaf by STC
Qitaf is the biggest loyalty programme in GCC,
operated in Saudi Arabia by STC.With more
than 16 million registered loyalty customers,
Qitaf offers its customers access to a wide array
of redemption options based on the points and
their loyalty tier,Tamayouz.
Whitbread
Whitbread Restaurants loyalty schemes
Delivering a truly personal relationship,in a
highly competitive market and moving away
from mass discounting It has turned unknown
guests into known.Offering 5 points for £1 plus
benefits such as a free birthday meal,it delivers
increase in spend and visits.A programme
providing long term value for both parties with
great customer experience.
Loyalty Programme oftheYear – Card based
Dansk Supermarked
Winning hearts
MyCheck/ CC Group
Busaba Eathai and MyCheck set the
standard for mobile loyalty
Busaba Eathai ,the UK’s leadingThai
restaurant group,and MyCheck developed a
loyalty and payment application that has set
the benchmark for mobile in the hospitality
sector.The service has a 74% conversion rate
with 39% of users returning to dine.
SaudiTelecom Company
Qitaf by STC
Qitaf is the biggest loyalty programme in GCC,
operated in Saudi Arabia by STC.With more
than 16 million registered loyalty customers,
Qitaf offers its members access to a wide array
of redemption options based on the points and
their loyalty tier,Tamayouz.
MAKRO BELGIUM /TCC Global
Innovative mobile loyalty app for
collecting bonus points to enhance
Grundig loyalty programme
TCC has successfully developed and rolled
out a free mpoints mobile loyalty app for all
customers of Makro Belgium to encourage
the collection of bonus points in order to get
great rewards and offers on a range of Grundig
Household Appliances.
Turkcell
Turkcell Friday Rocks
Cuma Candır! (Friday Rocks!) is a year-long
loyalty campaign aimed at retaining white-
collar customers in a highly price-based
market.The programme aims to improve
brand perception by embracing white-collar
workers’favourite day,Friday,and celebrating it
with various brand benefits.
Turkcell
Platinum Application
Turkcell Platinum is a loyalty club for premium
Turkcell subscribers.An exclusive club with
benefits such as free valet services,24/7
support assistant,free cinema tickets,and
discounts inTurkcell flagships,premium brands
and places.But some of the Platinum members
simply weren’t aware of these benefits.More
than 90% of them were using smartphones so
we decided to reach out to them there.Turkcell
Platinum is an easy access mobile app that can
be used only by Platinum members.
Loyalty Programme oftheYear – Mobile
VodafoneTurkey /
tariffs,and differentiates the user experience,
engagement by reaching them at the right
time and right place by offering only relevant
offers from these brands.
VodafoneTurkey /
Vodafone KaraKartal
VodafoneTurkey signed a 10 year sponsorship
deal in 2013 with Besiktas,one of theTurkey’s
oldest sports clubs,which includes rights
to the Istanbul soccer club’s new stadium
(Vodafone Arena) and jersey advertisements.
Vodafone KaraKartal is the sports community
programme designed under this renowned
sponsorship deal,aiming to serve as an enabler
platform for all Besiktas fans inTurkey.
VodafoneTurkey /

DENTSPLY / Stream Comms
DENTSPLY sinks its teeth into loyalty
DENTSPLY Rewards is a customisable
e-commerce loyalty platform that enables
DENTSPLY,a leading UK dental manufacturer,
to engage its audience,target promotions,
change buying behaviours,build brand loyalty
and increase sales.Developed by marketing
consultancy,Stream,DENTSPLY Rewards is
a highly flexible,modular platform that has
revolutionised DENTSPLY’s loyalty challenge.
Heineken UK /Whynot@!
Heineken’s Our Shout
Whynot! in partnership with Heineken,
devised and implemented‘Our Shout’,a
groundbreaking national on-trade marketing
programme aimed at delivering rewards
with real business benefits to outlets and
their customers,in return for them stocking
Heineken draught products.
ImperialTobacco
ignite – rewarding the very best
independent retail
ignite is a points based loyalty programme
from ImperialTobacco incentivising retailers
who achieve aspirational objectives.By
recognising loyalty among our customers
we will drive both businesses forward. The
combination of rewards and business support
helps members maximise their sales and
create loyalty amongst their own customers.
L’Oreal Dermo Club / Sanal Magaza
DermoClub by L’Oreal Turkey
DermoClub is an incentive programme of
L’OrealTurkey on the B2B channel targeting
Dermo advisers working within pharmacies in
Turkey.2,500 of the 25,000Turkey pharmacies
sell dermocosmetic products and 1500 of this
particular group are L’Oreal dealers.With this
successful loyalty programme which was
started in late 2013 and has continued ever
since,L’OrealTurkey is aiming to cover 90% of
Dermocosmetic Pharmacies inTurkey by 2017
MotoNovo Finance /
Performance Bonus
MotorV8 REWARDS – promoting
positive consumer outcomes
MotoNovo Finance is the fastest growing
(became third largest in 2014) independent
motor finance company in the UK.In the
current financial year (from May 2014) its
balance sheet is expected to break through
£1.5bn.Rated as the UK’s Car Finance Provider
of theYear 2014 and number 14 on the
SundayTimes best companies to work for.
Loyalty Programme oftheYear B2B
Nicholson’s / Eagle Eye Solutions
Ale Trail application
Eagle Eye Solutions specialise in digital loyalty
including promotions and rewards.Eagle Eye’s
AIR platform allows retailers and hospitality
businesses to adopt digital loyalty and mobile
coupons.Through its partnership with Eagle
Eye Solutions,leading pub chain Nicholson’s
launched in November 2014 the first pub based
loyalty and rewards application seen in the UK.
SPAR / i-movo
A global brand with a local touch
i-movo worked with SPAR on its‘Shop&Win’
campaign in the summer of 2014,a major
initiative by SPAR designed to attract new
customers to SPAR stores and increase the
visit frequency of existing customers.i-movo
provided its Secure DigitalVouchers as a means
to enable the distribution of prize coupons to
loyal SPAR shoppers.
Schneider ElectricTurkey /
Sanal Magaza Global Loyalty
and E-Rewards
FAZPUAN loyalty programme
The objective of the FAZPUAN loyalty
programme is to create demand and increase
sales within the electrician channel by
creating initially a solid member database
and eventually loyal customers and providing
additional value for them.From the very
beginning onwards,a very detailed profile of
the electricians was gathered that has led the
way to producing various different and creative
marketing campaigns to the relevant member
groups.
VodafoneTurkey / Ketchup Loyalty
Marketing
tariffs,and differentiates the user experience,
engagement by reaching them at the right
time and place by offering only relevant offers.
Loyalty Programme oftheYear – Coupon orVoucher based
TRW KFZ Ausrustung /
Loyalty Prime
TRW Automotive Aftermarket
With 2013 sales of US$17.4 bn,TRW
Automotive ranks among the world’s leading
automotive suppliers.The Company,through
its subsidiaries,operates in 24 countries
and employs approximately 65,000 people
worldwide.TRW Automotive Aftermarket is a
division ofTRW Automotive and is the leading
supplier of‘Corner Module’parts (braking,
steering and suspension) into the global
aftermarket.
VodafoneTurkey /
Unite AlisverisOrtagim
Turkey’s first online enterprise loyalty
shopping portal
Vodamoney was a gift budget type of
acquisition & retention (A&R) tool.It rewarded
customers based on their bill amount
commitments but the process caused high
operational cost toVodafone as well as
dissatisfied customers.VodafoneTurkey,
Enterprise Business Unit has worked to
transformVodamoney into an online shopping
portal“www.alisverisortagim.com.tr”which
has an automated product delivery process.
The project is published as a success story
withinVodafone group.

COOP Switzerland/
Brand Loyalty International
Disney Cooking
BrandLoyalty,COOP Switzerland & Disney
joined forces to create an instant reward
promotion supporting magical family
moments through the enchantment of Disney
and the excitement of cooking.Over 75% of
COOP’s shoppers participated in the campaign,
resulting in higher market share and engaging
a future generation of COOP customers.
Cable &Wireless
Happy to Give
The Cable &Wireless campaign Happy to Give
lasted only 28 days.The programme allows its
customers to donate their loyalty points to 3
charities of their choice:The Hospice,Disabled
Children and the Special Olympics.Using
USSD on their mobile phone,the customers
only need to click and donate the amount of
points they wish to give.In return,Cable &
Wireless matches any point donated and gives
the money to the charities.The results were
beyond expectations.
Dansk Supermarked Gruppen /TCC
about the animals of the world.Through
an exclusive partnership with the Discovery
Channel and its Animal Planet licence,
shoppers were rewarded for their loyalty with
exclusive educational stickers and album sets.
The 8 week campaign ran from March in all
Fotex and Bilka stores and included interactive
marketing,swap days and roadshows.
Dansk Supermarked
Winning hearts
Eu.Promotions
‘Il Mondo Coop’– the bricks that build
business
No more stickers or cards!!When Unicoop
Tirreno in Italy introduced this unique
building brick programme it proved to be an
unequivocal success in achieving its objectives
during the crucial November to January trading
period:retain and engage with customers,
increase turnover and enhance the Coop brand
through an innovative,stand-out collector
programme.
MAXIMA LT,UAB
Dormeo Primavera by Agne Kuzmickaite
Maxima,Lithuania’s main food retailer,
awarded its customers with high quality
Dormeo bed accessories made fromTencel
fibres,extracted from eucalyptus wood.A
partnership between Dormeo and Maxima
used renowned Lithuanian designer Agne
Kuzmickaite,who added domestic flavour.
Increased shop visits,richer average basket
value and higher weekly turnover showed once
again that the retailer satisfied its customers.
Best ShortTerm Loyalty Programme
Coalition Rewards
PINS – The first Shopper Flyer loyalty
PINS is the first Shopper Flyer loyalty
Dansk Supermarked Gruppen
about the animals of the world.Through
an exclusive partnership with the Discovery
Channel and its Animal Planet licence,
shoppers were rewarded for their loyalty with
exclusive educational stickers and album sets.
The 8 week campaign ran from March in all
Fotex and Bilka stores and included interactive
marketing,swap days and roadshows.
Ebookers
BONUS+: MORE cash rewards
In August 2014,ebookers,one of Europe’s
largest online travel agents,was proud to
launch a first of its kind to the travel industry
– a free travel rewards programme that offers
up to 5% cash rewards earned when booking
flights,hotels and packaged trips,instantly
redeemable on hotel bookings.
Ideal Standard/ ZincNet
IdealPRO – building loyalty with plumbers
IdealPRO is a dedicated plumber and installer
loyalty scheme developed by leading bathroom
manufacturer,Ideal Standard.
Monsoon Accessorize /
Ikano Insight
New loyalty scheme driving engagement
for Monsoon and Accessorize brands
Monsoon and Ikano Insight developed a new
joint programme for Monsoon Accessorize.
The programme represented a significant
expansion to the programme,with research
citing considerable added benefits to the
customer,driving 152% year on year growth
for Monsoon,67% increase in the number of
customers spending and improved customer
engagement.
Morrisons
Match & More – Price match and points
reward card
products and fuel.
Best New Loyalty Programme
Multipont ProgramME
Multipont real-time programme
Multipont customers are rewarded for all their
purchases at partner merchants.The rapidly
growing membership base is enjoying real-
time targeted rewards,personalized messages
and ease of access to information,in particular
through the programme’s website.Multipont
is establishing itself asTHE coalition loyalty
programme in Hungary.
Piotr i Pawel /TCC
Rio 2 – The Rio Birds visit Piotr i Pawel
in Poland
Short-term loyalty programme implemented
by Piotr i Pawel in Poland to help change its
image and broaden its appeal by engaging
shoppers in an entirely new way .
programme
banking.
Vakıf Emeklilik A
Vakıf pension company
Vakıf Emeklilik is a leading private pension
company ofTurkey and known to be a
subsidiary ofVakıf Bank,a strong brand in the
Turkish banking system.
Piotr I Pawel /TCC
Rio visits Poland
Piotr i Pawel is an upmarket Polish supermarket
chain of 100 stores that wanted to change
its image and broaden its appeal.Through an
exclusive partnership with 20th Century Fox
Piotr i Pawel ran an in-store loyalty marketing
campaign based on the movie Rio 2,rewarding
them with free trading cards and albums.An 8
week programme tied in with theWorld Cup in
Brazil.Over 6 million sachets were redeemed.
This was the first campaign of its kind in
Poland and has set a new trend.
PENNY ROMANIA /TCC Global
Penny Romania Pyrex knives
Short-term loyalty programme created and
implemented byTCC for Penny Romania to win
the hearts of Romanians and gain a greater
share of their shopping spend.
Sponsored by

APRIL 2015 Loyalty MagazineLoyalty Magazine APRIL 2015
38 THE LOYALTY AWARDS FINALISTS The Loyalty conference report 39
Aswaaq
aswaaq loyalty programme“wafa”
With the inception of aswaaq supermarkets
in 2008,wafa was introduced to surprise the
customers with endless benefits in order to
create a remarkable shopping experience for
each customer characterised buy happiness.
The name wafa was carefully selected to instill
asenseofloyaltyincustomersandreflect the
Arabic culture of the UAE.The name is a pure
Arabic word that means‘The Loyalty’.wafa
membersconsist ofmore than180nationalities
and make up 65% of aswaaq’s sales.
Avios
The Avios journey
Since its conception in November 2011,Avios
has aspired to be a leader in travel rewards.
Initially,Avios was the currency of British
Airways Executive Club,Iberia Plus and the
AviosTravel Rewards Programme which
operates in the UK and South Africa.Our
mission is to grow the Avios ecosystem by
extending the currency to new airlines and
partners which adds ever greater utility and
relevance for our members.
Eurostar International
Frequent Traveller
Since launching in 1997,Eurostar Frequent
Traveller has become one of the most generous
and unique travel loyalty schemes around,
creating a whole generation of travellers who
effortlessly choose the train over a plane.
From high customer retention to strong
revenue performance,the programme delivers
excellent commercial results for Eurostar.
SUBWAY / Havas helia
Delivering long term loyalty in Europe
Subcard,Subways loyalty programme,began
in Ireland in 2009.It has expanded to cover
the UK,Germany and Austria,and is being
extended to Spain and Finland this year.
Delivering higher basket value and driving
shopper visits,an independently audited
analysis measures its additional contribution at
over £17m per annum.
TANI
Paro,Turkey’s first coalition programme
Tani’s Paro,the first and largest coalition loyalty
programme inTurkey,was launched in 2006
to create a consolidated customer database
to enable cross sell and upsell marketing
activities,incremental revenue and loyalty.
Today Paro’s services have expanded outside
of Koc (the top industrial conglomerate in
Turkey).With the CRM services it provides,its
rich database,its flexible CRM infrastructure
and operations,Paro builds a strong bridge
between the member companies and their
customers.
Best Long-Term Loyalty Programme /// New ///
Turkcell
Smart Women’s Club
Based on the needs of housewives,Turkcell
has gathered its products and services under
Turkcell SmartWomen’s Club which was
formed in March 2011.Today,research shows
that the club is highly known with an excellent
reputation and customer satisfaction.
VodafoneTurkey /
Clashing loyalty
philosophies result in
fascinating debate

LoyaltyAwards_shortlist15

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