Salmat claims credit for ING international acclaim with award win

Staff Writers
Monday, 02 February 2009 18:09

IT Industry - Market

Salmat BusinessForce, a division of the Salmat Group, says it has secured international acclaim for Australian fund management, life insurance and superannuation company ING at the PODi 2008 Best Practice Awards, with the company credited as one of the technology partners behind a $22m revenue driving campaign that won an award for ING.

Pat O’Sullivan, General Manager Marketing, Salmat BusinessForce, said ING Australia took out the Best Practices Winner at the PODi awards for its use of 'TransPromo' communications to customers. The awards were announced in late January.
 

He said PODi was an international consortium of companies that promote innovation, creativity and business growth through the use of digital printing. Every year, it recognised those organisations that were breaking new ground in marketing communications.

Salmat said the company collaborated with Digital Alchemy and Vectis, to develop the TransPromo campaign, which drove an increase of over $22m in managed superannuation funds for ING.

According to Pat O’Sullivan, “TransPromo refers to the integration of targeted full colour marketing messages printed dynamically within what were previously statutory essential mail documents, such as bills, invoices and statements. ING utilised this innovative new digital colour communication technology to quickly and compliantly communicate changes to Australian superannuation laws and new contributor benefits in mid-2007, in a far more relevant way to their clients.”

O’Sullivan claimed that the success enjoyed by ING illustrated that transactional communications “that must be sent in accordance with legislation can be transformed from an inflexible statutory mail communication into a powerful, customer focused marketing channel.”