Air Miles
Air Miles Exclusive Bonus Miles App
Digital
Make the Air Miles app
purposeful to collectors. Create an advertising campaign to promote the improved app and use it to remind collectors the value of planning ahead and purchasing Bonus Miles products.
Ask
Insight
Solution
Activate passive Air Miles collectors. Show them the core value of shopping Bonus Miles products. Engage them in every stage of the shopping experience.
Saving up for bigger experiences or items is more
rewarding because it takes more effort and planning.
Now for the flashy ads.
*queue 80's classic rock tracks
This campaign targets 40-50 year olds living in the suburbs. It is built on two key pieces of information found in the research stage:
“Gen Xers have survived turbulent times and are looking for the best value for their dollar.”
(Source: Harris June 14, 2016, Rebecca. "Insights into the ‘forgotten’ Gen X customer." Marketing Magazine. N.p., 14 June 2016. Web. 21 Jan. 2017.)
“75% of Gen X’ers say they review flyers and promotions before shopping.”
(Source: Josh Kolm August 24, 2016. "What drives Canadian purchase behaviour?" Strategy Online. N.p., 24 Aug. 2016. Web. 5 Jan. 2017)
Plan Ahead
Get Ahead
Preface
In-Store
Start here.
Every great points card needs a handy app.
2
ND
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Transit ads placed near Air Miles partner retailers. (Groceries, Liquor, Gas, Home Improvement, Pharmacy)
Emphasizes the potential benefits of planning ahead.