Avios needed a clear and impactful campaign to showcase the benefits of its cutting-edge card-linking technology, and dispel any confusion around it.
By securely linking a customer’s payment card with their Avios account, card linking allows them to collect Avios automatically when they shop, without a physical loyalty card. It’s this clever mechanic that encourages customers to keep their linked card front of wallet – an attractive proposition for potential Avios partners.

We were tasked with pricking the attention of a tough audience of marketing-savvy managers. They’d seen it all before, surely?
Taking inspiration from the phrase, ‘pick a card, any card’, we put magic at the heart of the campaign. Not only did the frictionless card technology ‘work like magic’, it also promised customers ‘magical’ travel rewards.

With a locked Perspex safe as its centrepiece, we produced an intriguing direct mail package, targeted at a small list of marketing leads. To unlock the safe, prospects were directed to an online magic trick. We maintained the engagement at multiple touchpoints, using a number of trackable online and offline media channels.

  • 58% of recipients opened the DM and watched the illusion video
  • 38% watched the video more than once
  • 0.65% CTR (typical platform average 0.30%) on LinkedIn
  • Gold for ‘Best corporate decision-maker targeted mail’, B2B Marketing Awards 2018

10 10 +

Face-to-face meeting

34 34 +

Qualified Leads

58 58 %

Response Rate

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