i2c Awarded Most Effective Use of Data at this Year’s The Drum Digital Trading Awards 2016

///i2c Awarded Most Effective Use of Data at this Year’s The Drum Digital Trading Awards 2016
i2c Awarded Most Effective Use of Data at this Year’s The Drum Digital Trading Awards 2016 2017-11-15T20:04:06+00:00

LONDON, 10 May, 2016 – i2c, a unique partnership between Sainsbury’s and Aimia, has taken the programmatic world by storm, winning the award for Most Effective Use of Data at this year’s The Drum Digital Trading Awards.

i2c’s recent work with Molson Coors, for Carling, was recognised as setting new precedents for relevant, targeted programmatic strategy and communications that link offline and online effectively.

i2c was also nominated as finalists in three other categories: Best use of Performance; Most Effective Programmatic Media Partnership; and Best Attribution Solution.

Award Winner for Most Effective Use of Data

Carling had seen a decline in sales outside of the football season and wanted to “ignite the passion for the season ahead”. i2c identified a range of channels, including programmatic, as a means to convey this message to drive sales in the summer of 2015. The campaign delivered against its objectives, successfully reaching 721,000 households that the offer was relevant for. As a result Carling saw a 19% Sales uplift and a £4.06 return on advertising spend for every £1 invested in programmatic. The success of this campaign has resulted in repeat bookings for Carling at increased budgets in 2016.This innovative use of shopping data drove the overall performance of the display campaign and delivered impressive results for the Carling “Great British Moments” programmatic campaign in isolation.

James MoirChief Executive Officer, i2c said: “We are delighted that our work with Carling has been recognised as industry leading. We always strive to produce the best work for our clients and this is a fantastic achievement.”

i2c’s data is based on millions of real in store and online purchases linked via a Nectar card swipe – whilst also being anonymised to protect customer privacy. This enables i2c to deliver highly personalised and efficient advertising campaigns at scale and its analysis enables it to attribute real value and provide comprehensive results.

About i2c

i2c is a unique partnership between Sainsbury’s and Aimia (owner of the Nectar programme).

We help define a customer’s relationship with a brand.  By going deeper, broader and further we can see what makes your customer tick.  And by understanding their behaviours, opinions and decisions, we bring you closer to those who matter most.

We join together our rich customer data and the diversity of our shopper marketing channels – from online through to car park six-sheets, in-store tasting through to Coupon at Till – giving brands the most granular customer insight alongside a full suite of marketing solutions, delivered through i2c.

About Aimia

Aimia Inc. (TSX:AIM) is a data-driven marketing and loyalty analytics company. We provide our clients with the customer insights they need to make smarter business decisions and build relevant, rewarding and long-term one-to-one relationships, evolving the value exchange to the mutual benefit of both our clients and consumers.

With about 3,200 employees across 17 countries, Aimia partners with groups of companies (coalitions) and individual companies to help generate, collect and analyze customer data and build actionable insights.

We do this through our own coalition loyalty programs such as Aeroplan in Canada, Nectar in the UK, and Air Miles Middle East, and through provision of loyalty strategy, program development, implementation and management services underpinned by leading products and technology platforms such as the Aimia Loyalty Platform and Smart Button, and through our analytics and insights business, including Intelligent Shopper Solutions. In other markets, we own stakes in loyalty programs, such as Club Premier in Mexico and Think Big, a partnership with Air Asia and Tune Group. Our clients are diverse, and we have industry-leading expertise in the fast-moving consumer goods, retail, financial services, and travel and airline industries globally to deliver against their unique needs.

For a full list of our partnerships and investments, and more information about Aimia, visit www.aimia.com.


Megan Ratcliffe
Head, External Communications, International
+44 (0) 207 152 4881