Telia wins Golden Key

For the second year in a row, Telia won a Golden Key at the Golden Key celebrations held at the Tyrol restaurant in Gröna Lund, Stockholm. The prize is handed out in conjunction with the annual DM Day organised by Swedma, the Swedish Direct Marketing Association. Telia's bonus programme, "Telia Advantage", shared the Relationship Award with ExtraFilm.
Competing in the Relationship Award category were entries that had made particular use of direct marketing in building long-term relationships. Co-nominees with "Telia Advantage" were ExtraFilm, Multichannel, and Coop Forum. In 2002, "Telia Advantage" won a Golden Key in the category of Best Loyalty Programme. In order to generate loyalty from private customers, Telia has been running a reward scheme called "Telia Advantage" since 1999. This programme rewards major consumers and customers that take a lot of their services with Telia. For every Swedish crown paid by the customers for calling (fixed and mobile), surfing, sending e-mail, SMS texts, or faxes, they gain one point which can be exchanged for Telia products, entertainment, or excursions. Customers also receive directed offers for new products and services, which has yielded very good results, since these customers are very responsive. The programme is highly successful, and around 700,000 private customers have so far joined. Telia is using Grey Momentum as its agency, and KGM as its production company. The Golden Key Competition comprised ten categories this year.

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