Mediengruppe RTL Deutschland and artegic win prestigious award in the category “Marketing Campaign of the Year”
Mediengruppe RTL Deutschland the digital CRM technology provider artegic got the International Business Award in Gold for the TV NOW customer acquisition campaign for the best campaign of a media company. The video on demand service TV of the media has been bundling the eight free TV channels of the company since March 2016. Together with artegic, the subsidiary of Mediengruppe RTL – RTL interactive receives the “Marketing Campaign of the Year – Media Companies” award. The two companies had implemented an intensive digital customer acquisition campaign in the launch phase of TV NOW. Every year, a high profile, international jury, among others from Australia, the USA, China and South Africa, gives the International Business Award to the best marketing campaigns of the year. The International Business Award is already the fourth award for the campaign, following the German Stevie Award 2017, the Email Award 2017 and the Best Use of FastStats Award.
The core of the award-winning campaign of the RTL Mediengruppe was a multi-stage email campaign for the acquisition of new customers with partly automated multivariate tests with more than 150 communication variants. Numerous parameters identified successively the relevant criteria to customer acquisition. The goal was to inform existing email contacts about the advantages of the TV NOW Plus subscriptions and convince them of the program. The campaign introduced a new, patented solution developed by artegic for the efficient control of multivariate optimization. The method is based on artificial intelligence and uses the latest “Design of Experiment” methods.
“Direct contact with users via CRM is an important part of the success of TV NOW. From the beginning, artegic has supported us with their experience, not only in the field of expertise in digital customer communication but also with the necessary technical solution competence. The customer winning campaign of the TV NOW portal was very successful. We are delighted that this achievement is now underlined by the International Business Award “, Robert Dube, Head of Video on Demand at RTL interactive, summarized the cooperation of the TV NOW launch campaign.
“The project is a good example of how intelligent optimization can lead to very significant increases in outcome. By focusing on the most important, decisive parameters, you can reduce complexity, and get the full potential of multivariate tests. We are delighted that RTL interactive is not only a very exciting application for customer-centric CRM but also they use the latest optimization methods that will bring innovative and measurably better results for many future applications. The fact that we have now received the fourth overall award for this campaign with the International Business Award confirms that we are continuing to drive customer centrality in digital direct marketing forward by innovative methods, “said Stefan von Lieven, CEO of artegic AG.