Cannes Lions

FREQUENT FLYER PROGRAMME

TEQUILA\DIRECT COMPANY, Amsterdam / KLM / 2005

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Overview

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Overview

Description

What better way to find suitable potential members than to look to KLM Flying Dutchman’s most active existing members. We designed a member-get-member mechanism that rewarded both existing and new members, especially when the latter decided to fly KLM within the six months following registration. And what better reason to communicate than the introduction of KLM’s new Boeing 777 planes and destinations? The intelligent mechanism is explained in a compelling way and both current and potential members could experience the new plane through the cardboard building scheme.

Outcome

2.9% of the targeted members brought in an average of two new members each. We had counted on a response rate of 2.5% at a similar average of two new members. What pleased us most was the number of new members who actually made their first flight within the first six months. This topped at 49% of the registrants, exceeding our 15% expectation by 240% and bringing the costs per new member to 31 Euros - a profitable first step in a long term relationship.

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