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21 October 2020 | News

15below wins award for 'Most Creative Response' during a time of crisis

Press release

Brighton, UK -- 21 October 2020

Marketing agency Coherence today announced it was selected along with its customer 15below as the winners of the 2020 Acquia Engage Awards for 'Most Creative Response'. The Acquia Engage Awards, presented at the annual Acquia Engage conference for business leaders, marketing professionals, and developers, recognise the ground-breaking digital experiences that organisations are building with the Acquia Open Digital Experience Platform.

15below’s pioneering platform is used by more than 50 of the world’s best-known airlines - including Qantas, Etihad, British Airways and JetBlue - to send hyper-personalised, automated communications to their passengers. Borders closing with the global spread of the Coronavirus meant that airlines needed the platform’s advanced functionality more than ever to communicate with millions of passengers around the world at short notice. 

But when it came to sharing its message with the travel industry, an old, inflexible website was blocking the tech firm’s ability to pivot, becoming strategically dated and badly positioned to engage its pandemic-aware visitors. Looking for a site that allowed for an agile approach, 15below embarked on a new digital transformation strategy with its business partner, Coherence. 

Implementing Acquia’s Site Studio and a new CMS, Coherence built a new site in just 10 days, offering 15below an advanced design system that enabled rapid publishing and conversion rate optimisation, both backed by an integrated data strategy. Despite having a small team, 15below was able to quickly update messaging on the site to help support its industry with the greatest challenge it has ever faced.

Commenting on the impact of the project, 15below’s Marketing Manager Natalie McLeod said:

“Acquia Site Studio has introduced a level of site agility which has transformed our digital marketing strategy.  When combined with Acquia hosting, we now have a fully secure web solution which facilitates speed, sophisticated campaigns, and fluid messaging, all of which have proven vital as the global situation continuously evolves.

“The speed at which Coherence was able to design and build such an impactful site was incredible. We could not have achieved everything we have during such trying times without Acquia’s technology and the expertise of the team at Coherence.”

A panel of expert third-party judges selected the winners based on each solution’s functionality, integration, performance, and overall user experience. The winning projects represent some of the best uses of Acquia’s technology, emphasizing innovation, ingenuity, and commitment to digital experience. See the winning projects at the Acquia Engage Awards gallery. 

“Acquia partners and customers continue to create ground-breaking advances in customer experience,” said Lynne Capozzi, chief marketing officer at Acquia.

“The award recipients demonstrate the height of innovation capable with the Acquia open digital experience platform. We’re honored to feature such an incredible group of talented partners and customers, and are delighted to showcase the winners of this year’s Acquia Engage Awards.”

About Coherence

Coherence creates online estates for global companies requiring multi-platform, multi-lingual websites and digital tools. This ‘digital backbone’ design system approach offers a house of brands total content freedom, allowing them to realise commercial transformation with extraordinary speed to market and scale. Using world-class technology, projects can be live in hours, not months, while marketing campaigns are iterated in real-time using real consumer interactions.

Clients include Close Brothers, the UK’s biggest private bank, Royal Mail, the NHS, food distribution business Fresh Food For Now and a well-known global consumer healthcare company.

About Acquia
Acquia is the open digital experience platform that enables organizations to build, host, analyze, and communicate with their customers at scale through websites and digital applications. As the trusted open source leader, we use adaptive intelligence to produce better business outcomes for CX leaders.