WhyFive Insights clinches Gold at MMA SMARTIES Awards

WhyFive Insights is proud to announce its recent triumph at the MMA SMARTIES Awards, where it secured a Gold award in the highly coveted Generative AI category. The recognition comes as a testament to WhyFive’s commitment to innovation and its relentless pursuit of leveraging cutting-edge technology to address real-world challenges.

The winning entry, centred on research conducted for key client Spar, showcased WhyFive’s prowess in deeply understanding consumer behaviour and preferences. Collaborating with TBWA and SilverstoneCIS, WhyFive embarked on a mission to enhance Spar’s market share and brand awareness within the competitive retail sector.

In its strategy, WhyFive aimed to differentiate Spar from competitors and identify growth opportunities by utilising a nationally representative shopper panel and proprietary algorithms. This approach enabled Spar to make data-driven decisions and optimise product portfolios to better cater to consumer needs.

When it came to execution, WhyFive leveraged mobile platforms for survey distribution and data collection, while employing advanced data processing techniques to segment participants and fuse data for actionable insights. The collaboration with SilverstoneCIS enabled the transformation of first-party data into strategic market segmentation, allowing the retailer to refine its communication strategy and target specific customer segments effectively.

The creative strategy and AI hook showcased WhyFive’s commitment to innovation. By establishing Generative AI foundations, the company pioneered dynamic datasets and advanced AI initiatives, including real-time chat, dynamic content generation and reinforcement learning from human feedback.

Brandon de Kock, Director of Storytelling at WhyFive, expressed delight at the prestigious accolade. “This recognition underscores our commitment to applying innovative approaches and cutting-edge technology to solve real-world problems,” he remarked. “Our collaboration with SilverstoneCIS has set a benchmark for leveraging technology in retail to achieve measurable results.”

The Gold win at the MMA SMARTIES Awards not only highlights WhyFive’s dedication to excellence, but also solidifies its position as a trailblazer in the realm of data-driven insights and AI innovation.

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