ISP - Institute of Sales Promotion - Kyp Systems Radio Aire

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Kyp Systems commended for Radio Aire and First Group campaign

Brand engagement specialists Kyp Systems has been recognised for its innovative field marketing campaign with Radio Aire and FirstGroup, receiving a special commendation in the Most Innovative Campaign category at the Field Marketing & Brand Experience (FMBE) Awards 2008.

The joint campaign was the first to use the unique iKyp radio: a paper communications tool incorporating a slimline FM radio which was handed out to Leeds commuters. Recipients were encouraged to enjoy a relaxing journey by leaving the car at home and listening to their iKyp radio as they rode the bus to work.

The campaign successfully raised awareness of FirstGroup city centre bus routes in Leeds and simultaneously contributed to increased listening figures for Radio Aire.

First Group marketing manager Charles Donnelly said: “We had one of our best ever voucher redemption rates. Everybody loved the iKyps.”

Kyp Systems has produced iKyps for dozens of brands and businesses including GNER, Gcap, Transport for London and BP.

Its patented iKyp, has been designed specifically to engage consumers using interactive features and is proven to deliver higher response and ROI rates than traditional marketing formats.

Nicholas Miller, chief executive officer of Kyp Systems, said: “This campaign showed how fresh thinking can be used to achieve success for a brand and we’re delighted to once again be recognised for our innovative approach.”

October 17, 2008

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