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.