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Letter from SAS - generated new permissions worth approximately 2 million DKK Situation spring 2009: Recession hits SAS
Spring 2009 EuroBonus campaign: ”Think when you fly and get more out of flying SAS”
Specific problem: Many members without e-mail permission
In spring 2009 recession was at it’s highest and an airline company like SAS strongly experience a change in the travel frequency and behaviour of the business travellers.
In spring 2009, SAS and our agency launched a campaign with 2 overall goals:
An important target group in the campaign were EuroBonus members with no e-mail permission. I.e. SAS customers, who are not as frequently as other members exposed to SAS-messages or promotion offers and therefore possibly less loyal and less prone to choose SAS. This target group therefore had to be reached wit a postal communication effort.
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Encourage booking of SAS flights through an individual promotion offer for EuroBonus points Get permission to e-mail communication from non-permission members in order to reduce future communication cost and increase sales to this group through e.g. the regular weekly EuroBonus newsletters.
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Competition from low cast carriers is strong.
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The market – and travel managers in the companies focus on costs – in many companies travels are brought down to a minimum and the lowest possible purchase price is prioritized.
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This strongly effect SAS and especially the sale of the flexible and more expensive ticket types Economy Extra and Business.
On top of this the communication effort had to show that SAS is aware of the recession and acknowledge that ”Business is not as usual” through “education” on SAS USPs.
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Target group for direct mail: 31.533
Quantitative goals for the direct mail campaign was a response of at least 10 %. I.e. at least 10 % of the recipients should log in to the campaign website. And of these 10 % we wanted permission from at least 25 %
SAS Buyup