The annual Marketing & Creative Excellence (MARCE) Awards were recently held in Fort Lauderdale, USA and Hampshire-based customer experience specialists Premier CX were the proud recipient of a Judge’s Choice award for “The AA Factor”.
Premier CX and the AA
Premier have been providing on-hold music and messaging for the AA since 2008, so when they approached us to put together a new on-hold production as part of their “Keep your big wheels turnin’…” advertising campaign, we put our collective thinking caps on and came up with “The AA Factor”.
The AA held an internal “X-factor” style competition, and we then filmed, produced and mastered the winners singing the iconic Tina Turner track “Proud Mary” as featured in the advertising campaign, at our in-house studio. The AA staff involved enjoyed the process enormously and this sense of fun comes through in the energy of the production.Using genuine staff members instead of professional singers is an effective way of reflecting the passion, warmth and humanity of the AA brand and streamlines perfectly with their mainstream marketing campaign. And as one judge commented “Love the idea of using actual employees for this real-life karaoke on hold. Very creative and well done.”
On accepting the award, Anthony Buxton, CEO of Premier CX said “This was a brilliant example of how a staff engagement idea morphed into a really enjoyable day lead by our studio and creative teams, and producing a great creative production. We’ve had excellent feedback from staff, performers, customers and HR alike.”
About the MARCE awards
Presented by the Experience Marketing Association (EMA) The MARCE awards are the only competition that encourages and rewards creative and marketing excellence in telephony audio marketing productions.
The EMA is a consortium of professionals providing audio, video, and sensory marketing services that engage customers, promoting best practice standards in customer experience marketing, empowering its members to deliver excellence across the full spectrum of sound, sight and scent solutions.
For more information about the EMA and the MARCE awards, go to their website.