Campaign Digital Awards 2006: The Hays Creative and Agency Award - Best Relationship Marketing Campaign

Project: Sainsbury's your ideas
Client: Anna Shirley, head of national advertising, Sainsbury's
Agency: AKQA
Writer: Nick Bailey
Art directors: Nadia Turan, Emma Carpenter
Designer: AKQA

AKQA wanted to tap into the prevailing trend of people forming communities online, through its work with Sainsbury's. There is a "your ideas" button on the Sainsbury's website as part of its "try something new today" campaign. Users share ideas around five different themes: what to cook; drink ideas; kids and family; food and health; and "As seen in Sainsbury's". The strategy offers the brand unique insight into how it is received by people exchanging information online.

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).