SmileCity Launches New TV Campaign
6 December 2005
SmileCity Launches New TV
New Zealand’s number one online loyalty program is about to launch an advertising onslaught offline – during New Zealand’s popular TV programmes on TV3.
SmileCity is spending $500,000 to advertise for more members starting in this December. The TVC campaign aims to recruit even more members to add to its massive 110,000 New Zealand database.
In what could be a first in New Zealand, SmileCity will also email its members with a sneak preview of the TVC before it goes to air (see: http://www.smilecity.co.nz/page.asp?go=tvcpreview).
The SmileCity website grew dramatically in 2005. Its offers to members are coming thick and fast, from New Zealand’s telecommunications companies, through to retailers, to travel companies and airlines. Members enrol free of charge, and agree to receive email offers that can be refined to suit their socio-demographic profile. Members’ clickthroughs and purchases can then be measured and analysed in real time.
“SmileCity has grown and developed significantly in 2005,” says SmileCity spokesperson Jeff Glazer. “We now have 80 online retailers selling through the site, and our membership in New Zealand is very significant. We are stepping up to a whole new level, and the TVC will help us achieve that.”
SmileCity’s parent company EmailCash dominates the Australian online loyalty market, and the company has also developed the leading online loyalty program in Taiwan. In January the company will launch into the UK with a similar online product.
“The combination of our databases allows New Zealand companies, for example, to market directly to the world and measure the outcome. It’s a huge marketing benefit and it’s nearly instant,” Jeff comments. “These databases also allow online research and surveys to be conducted.”
This year, TV3’s Campbell Live program used SmileCity for online surveys during the election, while two political parties used it as part of their campaigns to promote their messages. The Electoral Commission also used SmileCity as part of its campaign spend, to reach voters online.