British Airways: The Social Symphony

British Airways relaunched its loyalty programme, the Executive Club, with a specific focus on global customer acquisition.

British Airways: The Social Symphony

OgilvyOne UK

The team

Emma de la Fosse, Charlie Wilson, Laila Milborrow, Paul Pearson, Claire Middleton, Andrew Boggs, Clayton Gray, John Thompson.

Other contributor:

eDialog – Build and deployment of emails.

How did the campaign make a difference?

Behavioural economics and the science of social proofing proved that the Executive Club is designed for all types of travellers. In six months, acquisition increased by 2.7%. This equates to £13m in potential incremental revenue and a campaign ROI of 25:1.

What details of the strategy make this a winning entry?

In November 2011, British Airways relaunched...

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