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AA SMARTFUEL wins second gong at NZ Marketing Awards

AA SMARTFUEL wins second consecutive gong at NZ Marketing Awards

Rocketing from obscurity to 1.7 million cardholders in a remarkably short time frame, there’s little doubt AA Smartfuel is one of New Zealand’s most exciting loyalty programme success stories – and this success was recognised at the recent TVNZ NZ Marketing Awards.

AA Smartfuel was named winner of the Consumer Products & Services category at the prestigious awards; an accolade Ian Sutcliffe, General Manager of AA Smartfuel says recognises the support of retailers and customers.

“We’re thrilled to be named as a winner. Our retailers and customers have made us one of the leading loyalty programmes in New Zealand – and we’re proud to deliver a compelling and meaningful rewards offering that empowers both the consumer and retailer.”

Established in late 2011, AA Smartfuel is a fuel discount loyalty programme which now has 1.7 million cardholders nationwide. An industry first, the model allows customers to accrue fuel savings for redemption on up to 50 litres of fuel. It is currently the only coalition loyalty programme in New Zealand that offers real-time rewards to its customers in a meaningful currency – real money off fuel.

The judges said AA Smartfuel’s campaign stood out.

“AA Smartfuel delivered real benefits to both consumers and partners. And the continued use of in-depth research has seen the initiative grow strongly,” the judges said.

The programme, supported by marketing partners including Face Limited and the NZ Automobile Association, set the standard high. The judges highlighted that comprehensive research learnings were incorporated into the overall proposition; ensuring that both consumers and partners’ requirements were met. An accurate digital media channel, highly personalised and sophisticated consumer marketing communications and detailed business reporting were also key contributing factors into the AA Smartfuel technology platform delivering all-round remarkable results for the business.

Next steps for the AA Smartfuel team are to continue to grow the existing stable of retailers and further increase cardholder numbers.

“There are currently more than 1.1 million Kiwi households with an AA Smartfuel card – that’s a lot of customers we’re engaging with regularly,” says Mr Sutcliffe.

“We’re looking forward to building on that, attracting more retailers, and continuing to offer our customers excellent retail deals and fuel savings.”

For more information about AA Smartfuel, visit


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