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.
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