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BSKYB, have won international recognition for their scheme to build long-term loyalty among Sky digital customers.
At a ceremony last week, the Federation of European Direct Marketing (FEDMA) awarded its Gold Award to the Sky Rewards programme in the loyalty category at the ‘Best of Europe 2000’ awards.
Open, the UK’s first interactive television service, won a Gold Award and a Silver Award at the same event for their campaign to drive traffic and sales over this year’s Easter Weekend.
Sky Rewards, which secured the top prize against competition from the likes of Thomson Holidays and Cadbury, aims to boost customer retention by letting viewers experience a range of exciting events in person. Participating customers simply enter a series of specifically themed prize draws and competitions through Open, or by telephone, post or online.
Since the launch of Sky Rewards in March 2000, the response from customers has exceeded their expectations, with more than 1.8 million entries received so far.
Ian Shepherd, BSkyB’s Director of Customer Marketing, said: “I am delighted the FEDMA has recognised BSkyB’s commitment to building real loyalty and maintaining Sky’s Digital’s industry-leading rates of customer retention.”
Open’s Easter campaign scooped Gold and Silver awards at FEDMA, fighting off competition from other finalists including Amex, Sony and VW.
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