Kiwis have been collecting points and redeeming rewards with Fly Buys for over 21 years. However, with Fly Buys’ competitors becoming more aggressive in the market, it was time to take a fresh look at how to market rewards and remain top of mind with members.
The Points Summary DM had traditionally been sent out with a 32 page, cheap to produce guide showcasing 400 rewards. At that time Fly Buys needed to highlight the benefits of the programme, develop a campaign to inform members of the points they’d earned, provide meaningful content and connection to the Fly Buys brand, and inspire members with the range of rewards available to them.
The outcome was a magalogue ‘Reward’, a glossy, content rich 68-page A4 magazine mailed together with a highly data driven and personalised points summary statement which detailed what points members had earnt and where.
The primary objective of the magalogue was to drive redemptions of rewards from Fly Buys, which in turn, increases swipe rates in the network. Both of these are key to maintaining the ongoing health of the programme.
The delivery of Reward magazine was supported by activity across other owned channels, including 6 x eDMs, an intensive social schedule and the creation of reward.co.nz; a dedicated microsite hosting additional rewards content.
The results were fantastic with Reward driving an 81% uplift against the control in redemptions, representing an incremental 10 million points redeemed. Colmar Brunton research following delivery of Reward showed that 51% of active members thought that the magalogue had changed their impression of Fly Buys for the better.