PPA-AWARDS: BEST SUBSCRIPTION ADVERTISING CAMPAIGN AWARDED


The PPA-Wards went into the second round last week. After the British newspaper and magazine publishers had already awarded prizes to the digital division two weeks ago, the winners in the categories of customer acquisition and customer loyalty were announced on 22 November.

Immediate Media won the first prize for the best offline campaign of the year. The excellent marketing campaign focused on a particularly difficult target group: Serial Trialists* were specifically addressed and successfully transformed into paying subscribers.

A prerequisite for the successful acquisition of Immediate Media subscribers was the fine classification options in the database, which the customer care and billing platform ccb by dsb® makes possible. A detailed Prospect selection ensured tailor-made, individual and attractive subscription offers. “The ccb by dsb® platform adapts flexibly to the publisher’s individual campaign content. Immediate Media defined the business rules for their campaign specific persona building and the associated incentives. All subsequent acquisition and administration processes were then handled fully automatically in ccb,” explains Alexander Münch, responsible for Sales and Business Development at dsb ccb solutions.

*Readers who repeatedly register for trial subscriptions but do not take out a paid subscription.