Airline Sees 11% Increase in Rewards Redemption
A major airline re-imagined their loyalty and rewards program to strengthen brand loyalty by connecting with cardholders after the transaction.
Our experts took a creative approach to crafting a meaningful messaging strategy backed by behavioral science. By building on an existing holiday marketing campaign, we complemented effective communication tactics to drive non-cash redemption and create a memorable rewards experience.
We emphasized holiday gift-giving by featuring select rewards items with catchy captions displayed on gift tags. Digital tags such as “Do not shake! There’s a puppy inside” linked to related categories and turned stressful holiday shopping into a fun and playful experience. These messages not only captured cardholders’ attention, but they also doubled as personalized gift guides that promoted a curated collection of relevant rewards participants could gift to their loved ones.
To ensure our campaign created a meaningful and memorable experience, we used the behavioral science principle of perspective-taking to understand what mattered most to the airline’s loyal customers. Recognizing that frequent fliers had little time to devote to holiday shopping, our streamlined approach offered even the busiest customers an opportunity to give thoughtful gifts to loved ones. We reinforced simplicity through straightforward messaging designed to eliminate mental effort and incorporated aspects of novelty by encouraging participants to print digital tags and attach them to gifts. These elements created a comprehensive experience that cardholders could enjoy outside of the airline’s loyalty program.
By combining creativity with actionable behavioral science insights, we helped our client engage with loyal customers in fun and unexpected ways that also sparked action.