Shopper Marketing: Loyalty
This category will highlight efforts that were designed with loyalty as the driver for the effort.
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