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LoyaltyOne: Air Miles Holiday March to a Million
Direct Marketing Association - US, Bronze, ECHO Awards, 2012
The Air Miles Reward Program (AMRP), the leading air miles loyalty scheme in Canada, wanted to boost consumer engagement by 10% and grow its Facebook following.
The Air Miles Reward Program (AMRP), the leading air miles loyalty scheme in Canada, wanted to boost consumer engagement by 10% and grow its Facebook following. It therefore created a charity "competition" where every "like" earned one of three charities a donation. At the end of a month, the charity with the most likes would receive a donation of 1m air miles. Advertising included direct email and text messages, PR and above-the-line advertising. It drove a huge rise in online engagement, with a 305% increase in Facebook likes. The ARMP Facebook page became the fourth-largest brand page in Canada and it was named one of the ten most influential brands in the country.
Farmlands Trading Society: The Party of the Year
The Communication Agencies Association of New Zealand, Bronze, New Zealand Effies Awards, 2012
The Farmlands Trading Society, a retail co-operative for farming supplies in New Zealand, wanted to boost usage of the Farmlands Card credit card, which its members saw as secondary to mainstream cards.
The Farmlands Trading Society, a retail co-operative for farming supplies in New Zealand, wanted to boost usage of the Farmlands Card credit card, which its members saw as secondary to mainstream cards. The creative idea for a promotional campaign was modelled on an old TV game show, Top Town, which had pitted towns against each other in various physical challenges. In the new Farmlands' version, competing towns tried to outspend each other on their Farmlands Cards. A low-budget, integrated campaign delivered a regular contact programme across print advertising, DM, web, email and in-store, and exceeded all targets. Overall spend on the Farmlands Card grew by nearly 25% and it was used by 10% of previous non-users.
Walgreens: Walk with Walgreens
Effie Worldwide, Silver, North America Effies 2012
Drug retailer, Walgreens, aims to inspire wellness among Americans. Walgreens turned people's wellness intentions into action by creating a loyalty program that rewards people for walking: Walk with Walgreens.
Drug retailer, Walgreens, aims to inspire wellness among Americans. Walgreens turned people's wellness intentions into action by creating a loyalty program that rewards people for walking: Walk with Walgreens. Upon signing up, members received a branded pedometer to track people's steps. Once logged online, the steps gave instant rewards redeemable at Walgreens. This was communicated through owned media, integrations with relevant media and not-for-profit partnerships. Brand image and store consideration received considerable boosts and generated 317 times more ROI than any other Walgreens initiative running during the same period.
Lufthansa: Communication à la Carte
Direct Marketing Association - US, Bronze, ECHO Awards, 2011
Lufthansa Airlines in Germany wanted to attract new members to its Miles & More loyalty program, but customers often see no reason to switch.
Lufthansa Airlines in Germany wanted to attract new members to its Miles & More loyalty program, but customers often see no reason to switch. To show prospects why its program was better, it created a website and a novel way of accessing it. In the middle of the Frankfurt airport, it created a massive QR code from 1,400 Miles & More cards. With a quick cell phone picture of the QR code, passersby were taken online to see a short movie of the many advantages that come with the program. 80,000 people watched the video, and 12,000 joined.
From Event to Experience: Johnnie Walker + Social
Direct Marketing Association - US, Bronze, ECHO Awards, 2011
Diageo needed to battle the trend of a waning interest in scotch whisky in the U.S. An event introduced young drinkers to its Johnnie Walker brand, and to its loyalty club, the Striding Man Society.
Diageo needed to battle the trend of a waning interest in scotch whisky in the U.S. An event introduced young drinkers to its Johnnie Walker brand, and to its loyalty club, the Striding Man Society. To appeal to a younger audience, an upscale but less traditional look was created for Johnnie Walker. The company then created buzz around a trendy event where young people could come to learn more about scotch. Central to the campaign was the idea of letting prospects have their say. Before, during, and after the event, social media allowed participants to converse and share their experiences with Johnnie Walker. The Striding Man Society attained 123% of its membership goals.
The Communication Agencies Association of New Zealand, Gold, New Zealand Effies Awards, 2010
Progressive Enterprises created highly personalised communications in a direct marketing campaign that delivered across both email and web for its retail brands in New Zealand: Foodtown, Woolworths and Countdown.
Progressive Enterprises created highly personalised communications in a direct marketing campaign that delivered across both email and web for its retail brands in New Zealand: Foodtown, Woolworths and Countdown. The campaign opened up a new, extremely cost effective marketing channel and it has delivered improved business efficiency, increased sales and improved customer engagement.
Goldfach punkten' Payback Olympic Campaign
Direct Marketing Association - US, Silver, ECHO Awards, 2009
Payback needed to use its Olympic sponsorship to revitalize consumer excitement for its rewards program and make it work harder for merchants.
Payback needed to use its Olympic sponsorship to revitalize consumer excitement for its rewards program and make it work harder for merchants. Instead of the typical 5-point system, it based rewards on the current number of gold medals Germany had won in Beijing. Twelve golds, for exmaple, equaled 12 points. Statements, direct mail, and emails encouraged registration in the program, and point-of-sale ads kept the program on consumers' minds. Finally, TV, radio, and print shared how many medals were won to date during a 14-day shopping marathon. The program generate incremental merchant sales 83% higher than any other Payback Olympic promotion.
Tesco - Green Clubcard: rewarding the green consumer
Guy Culshaw, Institute of Practitioners in Advertising, IPA Effectiveness Awards, 2007
This 2006 campaign for Tesco aimed to encourage use of the Green Clubcard, and thus lead to a large reduction in the use of plastic carrier bags and boost to Tesco's 'green' reputation.
This 2006 campaign for Tesco aimed to encourage use of the Green Clubcard, and thus lead to a large reduction in the use of plastic carrier bags and boost to Tesco's 'green' reputation. Newspaper advertising and point-of-sale supported a PR campaign, which was then launched on TV. Not only was there a change in behaviour among customers, including re-use/recycling of plastic bags, but approval of Tesco also rose in line with the campaign.
Fly Buys Launch “We have lift-off”
The Communication Agencies Association of New Zealand, Advertising Effectiveness Awards, 1998
The overall objective was for Fly Buys to become part of the everyday shopping activity of New Zealanders.
The overall objective was for Fly Buys to become part of the everyday shopping activity of New Zealanders. The Fly Buys launch was a big budget wide scale campaign that explained a complex proposition to a mass market, with dramatic effect.
Tesco baby club
Rachel Stelling, Account Planning Group - (UK), Creative Planning Awards, 1997
Tesco Baby Club was conceived to establish the Tesco Clubcard brand (launched in 1995). Young families were found to have the highest expenditure of all Clubcard groups.
Tesco Baby Club was conceived to establish the Tesco Clubcard brand (launched in 1995). Young families were found to have the highest expenditure of all Clubcard groups. A series of six mailings comprising collectable magazines, a letter and product coupons was sent out to mothers to be. A publishing house was used to produce the magazine. EHS was charged with producing the ads, letters and envelopes for Baby Club, along with development of the recruitment strategy. The stork execution was found to convey the right warm and caring values. The copy, in both the ads and the letter, further endorses these values. Point of Sale, Posters, collection boxes for application forms were distributed in the stores. 83% of the year one targets were achieved in four months. Press activity made a significant contribution towards this with a phenomenal 4.8% response rate. Since the launch, high involvement levels have been maintained with total membership equating to 40% of new births in the UK,
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