Topaz wins hat-trick of advertising awards
Topaz’s loyalty game Play or Park claimed gold in the Retail and Fashion category as well as two silvers in the New Launch and Automotive categories.
10 September 2014
Topaz has claimed three awards at the latest ADFX Awards. Topaz’s loyalty game Play or Park claimed gold in the Retail and Fashion category as well as two silvers in the New Launch and Automotive categories.
The awards which are held every two years are known as the Oscars of the advertising industry. Topaz’s agencies were Target McConnells and PHD Ireland. Paul Candon, marketing and corporate services director at Topaz accepted the awards on behalf of the company at a ceremony in the Bord Gais Energy Theatre on 8 September.
The judges said Play or Park was an excellent example of what could be achieved with big bold ambitions and a genuine desire to present customers with something new and exciting. They also said the company’s decision to opt for a completely different strategy had pushed it ahead of its competitors while driving an increase in fuel and food sales.
Candon said Topaz was one of the first brands in Europe to use an ongoing gaming for its loyalty programme and everyone at the company was delighted to see its innovative approach recognised with these ADFX awards.
“Play or Park has only been running for 18 months but we have already signed up almost 300,000 players. We wanted to reward our loyal customers with something that was different, something that was interactive and a bit of fun. That’s what Play or Park is.
From the company’s perspective the loyalty programme has driven sales and allowed us to strengthen our relationship with our customers at the point of sale and on social media. We have already started introducing new elements to Play or Park and that is a process which will continue”.