Shopper Marketing: Loyalty
This category will highlight efforts that were designed with loyalty as the driver for the effort.
The Big Win
IHGs loyalty program was not performing as it once did, losing 4% revenue from the previous year and facing diminishing returns from its promotions. How do you revitalize a loyalty program with increasingly disengaged members amidst a commoditized promotional landscape? Leverage the oodles of data at our disposal to give travelers what they wanted: personalized, relevant rewards with The Big Win. Revenue and engagement increased by multiples compared to the previous promotions and consequently IHG set the new standard for hotel loyalty promotions.
Brand: IHG Rewards Club
Agency: Ogilvy & Mather
In-Hotel Credit Card Acquisition
Less than half of one percent of Priority Club Select Visa (the loyalty programs credit card of the InterContinental Hotels Group) cardholders are acquired every year from the in-hotel channel. With 3,500 hotels in the Americas and 48,000 loyalty program members checking in everyday, this performance was abysmal. This channel obviously needed some CPR. We set out to re-imagine what this channel could and should do and within 5 months yielded an increase of 12,513% in approved applications over the same period last year! It was a huge success!
Brand: InterContinental Hotels Group
Client: InterContinental Hotels Group (IHG)
Agency: OgilvyOne Worldwide
Walk with Walgreens
Many people have wellness intentions, but not everyone does something about it. Walgreens turned intentions into action by creating the first loyalty program that rewards people for walking: Walk with Walgreens. All you do is sign up, log your steps online and earn exclusive savings at Walgreens. Walk with Walgreens became a movement, boosting brand image across the country and cementing Walgreen' commitment to taking an active role in peopl's lives. Thanks to the program, more people are walking, but most importantly, theyre walking into Walgreens stores again and again.
Agency: Leo Burnett/Arc Worldwide