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Conjuring new leads

A magic trick to engage the audience


The situation

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 mechanism that encourages customers to keep their linked card front of wallet – an attractive proposition for potential Avios partners.


The task

Targeted at marketing and loyalty directors for some of the UK’s leading retail brands, the campaign needed to demonstrate the value of card-linking in a highly impactful way. This would be their first contact from Avios, so it had to be both clear and engaging to have any hope of generating new leads.


The approach

Taking inspiration from the phrase, ‘pick a card, any card’, we put magic at the heart of our card-linking campaign proposition. Not only did the frictionless card technology ‘work like magic’ with multiple payment cards, it also promised customers ‘magical’ travel rewards.


The action

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 video magic trick. We maintained the engagement at multiple touchpoints, using a number of trackable online and offline media channels.

video shoot prep
testing the video set-up
close up of clapper board
mockup of video still

The results

Gold for “Best Corporate Decision-Maker Targeted Mail”
B2B Marketing Awards 2018


Face-to-face meetings


Qualified leads


Response rate

Want to make communications that actually work? Then you know what to do