Client
Air Miles
Product
Bonus Miles
Campaign
Plan Ahead. Get Ahead.
2nd Place
2017 OCAD U Masters Presentations
Preface
In December 2016, Air Miles approached us with their business problem:
How do we change the behaviour of Air Miles collectors so that they keep the loyalty card top of mind while making everyday purchases? This campaign targets 40-50 year old men and women. It is built on two key points that our team found in our research.
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"Gen X'ers have survived turbulent times and are looking for the best value for their dollar."
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"75% of Gen X'ers say they review flyers and promotions before shopping."
Our solution, "Plan Ahead. Get Ahead." is based on the insight that Gen X'ers don't like putting all their eggs in one basket. They believe in making smarter monetary choices today, that will pay off tomorrow. Check out the App to follow the entire campaign.
Plan Ahead. Get Ahead.
Mobile App
The new Air Miles Mobile App includes exclusive Bonus Miles deals only available in-store.
Out of Home
We launched the campaign by introducing Out of Home transit signs. These inform the potential benefits of planning ahead. Further, it prompts the viewer to download the new Air Miles Mobile App.
Social Media
Using Facebook Custom Audiences feature, we posted sponsored
ads for Air Miles followers on Facebook.
Partners
Featured Homepage takeover ads for all of Air Miles' partner retailers reminding them to download the new Air Miles Mobile App.
In store Signage
Shelf talkers in aisles to promote the benefits of planning ahead today, to getaway tomorrow with Air Miles Bonus Miles.
Staff Interaction
The Staff button encouraged in-store retail staff interaction and helped consumers find exclusive deals in-store through the App.
PA Announcement
The announcement reminded the in-store customers the benefits of planning ahead with bonus miles could get them to their dream destination.
Giveaways
Tote bags for all those who used the Mobile app's exclusive offers in-store for the first time.
