Despite hectic Christmas schedules, New needed to drive engagement with their entire Clubcard base beyond the transaction by delivering a rewarding experience.
The New World Clubcard Beach Dig aimed to bring some Christmas cheer, build upon the loyalty relationship and maximise engagement with members, and stoke anticipation for the Christmas summer holiday. Members responded with their precious time – an impressive total time of 380,249 minutes on the campaign site.
New World had identified an audience based on frequency and spend, segmented communications, incentives and content. The only promotional channel was email, there was no in-store or ATL presence. Members were asked to click through to a microsite to engage for the chance to win rewards fulfilled directly to their account.
The Beach Dig microsite let members navigate a beach and dig for treasure, in the form of New World Dollars. Clearly the promise of loot resonated with Clubcard members, as the beach was visited by over 4 times the target of unique visitors, for an average of 5 minutes 11 seconds.
Exploring the beach via a hot/cold search meter gave members the perception of a skill factor, and it saw them seeking out the best possible spot to dig for the chance of loot and an instant win.
The Clubcard Beach Dig microsite drove exceptional engagement through the unique game play navigation, an experience that could match and reward members at varying degrees of their engagement, and the capture of data and fulfilment at multiple points.
Members contributed further by providing their best tips for top summer spots around New Zealand with just short of 30,000 recommendations. Every summer holiday tip also qualified members for the chance to win a luxury New Zealand escape of their own.
New World tapped into the holiday vibes and beach enthusiasm, sharing the hottest Clubcard member recommendations with the entire member base, for a more rewarding day out at the beach.