SuperValu identified 2014 as the key year to deliver on the mission of "Emerging stronger from recession." Whilst many were still price-sensitive shoppers, there were signs of a new emerging shopper segment, with growing discretionary spend. Direct marketing was selected as the mechanism to reconcile the two segments and deliver on SuperValu's target spends. Extensive data analysis and purchasing behaviour was studied, identifying distinct segments for targeting and tailoring, and shoppers were assigned appropriate voucher offers. The campaign, assisted by Ignition, was fully measurable and trackable, and the results were well ahead of expectation.

In order to create personalised experiences for the millions of customers, Aer Lingus put in place a solution capable of interpreting and acting on literally thousands of data-sets, assisted by Responsys. In a move away from a previous batch-and- blast approach to email marketing, Aer Lingus embarked on a more intelligent, personalised and automated email marketing strategy to engage customers on an individual basis. The effective balance between upsell and content sharing depending on individual customer preferences has produced significant revenue uplift, click- through rates and email open rates across all dynamic transactional emails.

BT Ireland implemented a data-led and highly targeted direct marketing campaign, with the assistance of colleagues at Javelin, aimed at delivering a boost to the sales pipeline for a new cloud-based offering. The data qualification and analysis allowed for exact targeting to open doors and position BT Ireland as the thought leader in this space. The campaign was directed at senior managers in enterprise- level Contact Centres, and involved direct mail, direct response online and events. Bespoke research was incorporated into the campaign, being released over time. It delivered an opportunity pipeline well ahead of target.

With declining trust
in the charity sector, Focus Ireland needed a complete overhaul of its direct marketing approach. Focus group research identified the most compelling and emotionally-driven aspects of its work as children experiencing homelessness with their families. Leveraging the compelling voice of the charity's founder, Sister Stan, a strong response- driven direct campaign was implemented. By trawling mailing responses and database records, the qualified database was enhanced. The acquisition strategy was overhauled, and concentrating marketing support across all touch points with a powerful integrated message helped create an unprecedented turnaround in both volume and value.

Centra is Ireland's leading convenience retailer, and it launched a new pizza and dinner range during the summer of 2014. It required a creative approach to attract the target audience of young men, and so chose an agile direct marketing strategy to engage with the consumer. Supported by Starcom, the campaign focused on email, texts and social media, keeping Centra ahead of the competition with topical news stories, mapping tweets to high reaching spots on TV, engaging through second- screen conversation peaks around the content. It gained positive engagement by tapping into what appealed to the target audience, and sales were uplifted as a result.