Pizza Hut swept both the 2013 Marketing Excellence Awards and Loyalty & Engagement Awards with several recognitions of the brand's strategy to adopt customer engagement marketing campaigns.
Nominated across seven Marketing Excellence categories, the brand was honored with top awards for Excellence in Loyalty Marketing, Excellence in Consumer Insights/Market research and Excellence in Data-Driven Marketing at the Marketing Excellence Awards held at the Pan Pacific Hotel in Singapore on Nov. 12.
Pizza Hut also won Gold for Best CRM Strategy, Gold for Best Use of Consumer Insights/Analytics and Silver for Best Use of Loyalty Related Technology at the Loyalty and Engagement Awards held at the Parkroyal on Pickering Hotel in Singapore on Oct. 10.
The brand's agency Capillary Technologies was also recognized as the Engagement Agency of the Year for its work with clients such as Marks & Spencer, Courts, Pizza Hut, PUMA, KFC and Dairy Farm.
"Brands must be sincere and continuously offer value to their customers," said Juliana Lim, senior marketing director for Pizza Hut Singapore. "Loyalty should not be assumed. We need to be top-of-mind with consumers whenever they are making purchases and every demonstration of support for our brand should be valued and rewarded. Big Data, cloud, social and mobile technologies empower modern marketers to target and engage consumers, generate conversations and analyze results. To stay competitive and capitalize on emerging marketing trends, modern marketers need to leverage innovative technologies and marketing techniques to build better customer interactions."
Through Capillary's automated Lifecycle Programme, Pizza Hut is able to create consumer responses across 6,000-plus customer clusters based on predicted customer behaviors to drive incremental results. The customer data analysis ability of the Capillary's system allows Pizza Hut to segment customers by purchase behaviors and match them to the right media — email, mobile, direct mail, web, etc.
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