Cannes Lions

AIR CANADA EARN YOUR WINGS

SPAFAX, Montreal / AIR CANADA / 2015

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Overview

Entries

Credits

Overview

Execution

Earn Your Wings was an exclusive gamified loyalty promotion (responsively designed, mobile-friendly), where participants shared and monitored their status on a leaderboard that ranked them according to the amount of Wings (game points) they earned.

Users earned badges, and Wings for every take-off and landing during their travel with the airline, and collected bonus badges for completing specific combinations of destinations and unique tasks.

A promotion ran concurrently with the game (participants earned 2,000 Bonus Aeroplan Miles for every 2,000 Wings), and those in the Top 20 shared in a ‘jackpot’ of 10,000,000 Bonus Aeroplan Miles.

Outcome

• 24,721 total registrants (11,000 (44%) returning users).

• Total Wings earned: 65,244,245 Wings.

• Total badges earned: 125,219.

• Increase in average badges earned per user: +56%.

• Increase in average airport visit per user: +15%.

• Increase in page views: + 23%.

• Increase in time spent on the microsite: +34%.

• Total sessions: 545,000 sessions.

• Total page views: 1.17 million.

• New Badges (which incentivized early booking, complex route trajectories, and rewarded status), accounted for 20% of all badges earned.

• Cabin Badges (which incentivized fare upgrades), were earned 5,700 times.

*Financial information is confidential.

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