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Avios

Conjuring new leads

A magic trick to engage the audience

WHAT WE DID

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.

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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.

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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.

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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

10+

Face-to-face meetings

34+

Qualified leads

58%

Response rate

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