The Golden Arrow 2019 awards were presented. Poczta Polska is the Main Partner of the Competition
Poczta Polska is more than just letters and parcels. As a national postal operator, and like other postal administrations around the world, the company actively supports the development of direct marketing services. As a proven partner in direct mail campaigns, Poczta Polska provides a wide range of services that serve as a marketing communication channel for customers.
For five years, Poczta Polska has been the main partner of the prestigious GOLDEN ARROW competition, organized by the Polish Marketing Association (SMB) and VFP Communications. The competition's primary goal is to promote effectiveness in marketing activities. Participation is open to full-service advertising agencies, integrated marketing agencies, BTL agencies, event agencies, interactive agencies, media houses, and all companies (regardless of industry) that have implemented or participated in a comprehensive and coherent marketing campaign, either for third parties or for their own promotion. The competition evaluates the effectiveness and innovation of marketing communication tools.
As the main partner of the Golden Arrow competition, Poczta Polska has been awarding a special prize for 5 years, which emphasizes that traditional advertising mailings still function – in broadly understood marketing communication – as they extremely effectively complement other forms of communication in the marketing mix and increase the effectiveness of marketing activities.
The Polish Post awarded a special prize to the H2H.tech agency for its work "AMICA NA SZLAKU SMAKU." The winning campaign uniquely combined offline and online communication stimuli to build and maintain long-term engagement among participants of a gamified loyalty communication platform. The target group were architects and designers at the largest kitchen furniture studios in Poland, who utilize built-in appliances in their designs. The Direct Mail package used for recruitment in the loyalty program consisted of a personalized airline ticket, a login to the mobile game "Amica na SZLAKU SMAKU" (Amica on the Trail of Taste) (QR code), and a bonus card game for real-world use. This package ensured a very high 79% response rate in recruitment for the loyalty program.