The goal of the campaign that we developed and executed was to increase the number of people joining the loyalty program of the Baltics’ largest airline, airBaltic. The greatest challenge was in shifting customers’ opinions that gathering points in the loyalty programs of airlines is very complicated, and that reaching a perceptible benefit through that program is difficult or even impossible. This change of mindset is very important, because loyal customers are the most profitable ones for airlines, buying more on average. Also, the marketing costs to a loyal client base are much lower when compared to others.
To overcome this challenge and achieve our goal, we created the Green Tails Club campaign website. With a creative solution based on the preferences of the target group, we made the loyalty program more like a game: we divided the process of gathering points into smaller stages, so that the customers could perceive real and quick profit and wouldn’t lose motivation for actively participating in the program.
With the solution we created, we exceeded the goals of the campaign by 76%.
Winning project: https://greentails.airbaltic.com
Bestmarketing article: https://www.bestmarketing.ee/uudised/2018/11/01/eesti-digiturunduse-parimad-2018-selgunud
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