DET GIVER POINT AT FORUDSIGE SINE FLYTURE
1
Planlægning betaler sig
Synergi tilmassekommunikation Kampagnen har synergi til den masse-kommunikationskampagne, der blev udrullet i samme periode i hele Skandinavien med særligt stort medietryk i Sverige og Norge. Kampagnen fokuserede på ”bløde” budskaber om, hvordan rejser med SAS giver mere tid til de vigtige ting i livet. Grafisk var kampagnen helt enkel med tegnede grafikker/ikoner. Denne identitet spejlede vores kampagne med det tegnede Plan Your Points kampagne-ikon.
- både for SAS og de rejsende
Målgruppen: Målgruppen var i alt 1.344.882 EuroBonus-medlemmer fra Danmark (303.799), Finland (11.061 + 107.456, hvor første gruppe får kommunikation på finsk-svensk og anden på finsk), Norge (243.309), Sverige (495.776) samt medlemmer fra international permission database (183.481). Målet: • At få i gennemsnit 5 % af de inviterede EuroBonus-medlemmer til at tilmelde sig aktiviteten på det tilhørende kampagnesite - og overgå sign up for 2009 aktiviteten med minimum 10 %.
Invitation e-mail
• Kampagnen skal generere et 2-cifret millionbeløb (SEK) i ekstra revenue i 2010 - et revenue der skal ligge minimum 10 % over 2009 kampagnen.
Konceptet: SAS definerer antallet af point pr. returrejse pr. billettype, og forholdet mellem rejse og belønning er 100 % synligt.
• Ambitiøst mål for ROMI: minimum 8 (mod en ROMI på 6,6 i 2009)
Respondenten skal planlægge antal rejser og billet-typer i en 4 mdrs. periode. Point uddeles ifth. om plan pr. billettype realiseres.
Strategien: At få EuroBonus-medlemmerne til aktivt at involvere sig i egen rejseadfærd og sætte EuroBonus-belønningen i relation til egne rejseplaner. Vi ved fra kampagnen i 2010, at dette øger rejsefrekvensen og motiverer til en øget buy-up adfærd, dvs. at flere vælger Economy Extra/Business frem for Economy billetter
reminder e-mail
Kampagnesite
planr you ts poin
Kampagneflow
Præmissen er, at man får præcis det lovede antal point, hvis ens plan realiseres. Ved flere rejser end planlagt, får man kun point for det planlagte antal rejser. Rejser man mindre end planlagt, får man ingen ekstra point (men stadig normale bonuspoint for rejsen). Dvs. vi tilskynder en øget rejseadfærd uden at SAS kommer til at udbetale ekstra EuroBonuspoint!
midtvejs-motivations Bekræftigelses e-mail e-mail
tilhørende 1 sides website
Optjen EuroBonus-point mellem dine flyvninger Congratulations. You have now earned
Dear John
2,100 EuroBonus Extra points
Plan ahead and earn EuroBonus Extra points to top up your existing 48.000 points. What are your travel plans between May 1 and August 31? I’ll fly pretty much as usual.
I’ll save more time and earn more points
I’ll set my own plan
Earn
Earn
Earn
11,000 Extra points
View plan
Slut mail
Accept plan
Inspire me to use my points
26,000 Extra points
View plan
Accept plan
Inspire me to use my points
?
Særtilbud: Optjen1000 EuroBonus-point, hver gang du bruger 500 kr. Dear <First name> The Plan Your Points campaign is over. You stuck to our plan and we are happy to give you the positive result:
+
Planned return trips
Possible points
Realized return trips
Extra points earned
Economy
4
2,000
4
2,000
Economy Extra and Business
2
4,000
1
Sign up bonus
Inspiration on how to use points? Here is how your EuroBonus account looks today: Your current Eurobonus account 14,000 points Number of Extra points earned 2,100 points Total number of EuroBonus points 16,100 points
Extra points
Make plan
If you need inspiration on how you can use your points, try the MatchMe service. Or if you know where to go - just start booking. Go to SAS MatchMe Book award travel now >
Plan your points and see where it can take you
0 100
plan your points
EuroBonus Extra points total
2,100
Win 10.000 EuroBonus Extra points How did you like the Plan Your Points campaign? We would highly appreciate if you use 2 minutes to answer a short survey. Your opinion will help and inspire us when developing future EuroBonus campaigns. Campaigns enabling you to earn extra points on top of the points you get from flying SAS. Answer and win 10.000 Extra points
Once again, thank you for participating. We look forward to reading your answers to the survey and of course to seeing you onboard again soon.
Scandinavian Airlines © 2009
Best regards <Name Surname> <SAS regional name>
About this campaign
Scandinavian Airlines © 2010
SAS Plan your Points
RELATIONSHUSETGEKKO
2
Konceptet: Planlæg dine rejser og det antal EuroBonus point, du vil optjene planr you ts poin
planr you ts poin
Dear John
Plan ahead and earn EuroBonus Extra points to top up your existing 48.000 points. What are your travel plans between May 1 and August 31? I’ll fly pretty much as usual. Earn
11,000 Extra points
View plan
Accept plan
Inspire me to use my points
I’ll save more time and earn more points Earn
Extra points
Accept plan
I’ll set my own plan
Earn
Earn
Extra points
Extra points
26,000
?
Extra points
View plan
I’ll fly pretty much as usual.
I’ll set my own plan Earn
26,000 Inspire me to use my points
Plan ahead and earn EuroBonus Extra points to top up your existing 48.000 points What are your travel plans?
View plan
Make plan
?
Accept plan
Plan your points and see where it can take you
Inspire me to use my points
Plan your points and see where it can take you
Make plan
Scandinavian Airlines © 2009
Scandinavian Airlines © 2009
About this campaign
landing page Vi har 2 overordnede segmenter; EB-medlemmer der hidtil kun har fløjet Economy. Og EB-medlemmer der også eller udelukkende flyver Economy Extra/Business. Første gruppe eksponeres for 2 forslag til planer: det antal point du kan tjene, hvis du flyver som du plejer (= på Economy), og det antal point du kan tjene, hvis du vil spare mere tid og tjene flere point (= på Economy Extra/Business). Dvs. vi allerede her tilskynder til en buy up adfærd.
Invitation til deltagelse Vi inviterer EuroBonus-medlemmerne til at planlægge deres rejser med SAS de næste 4 måneder. Vi viser, hvor mange point man kan optjene ekstra ved at flyve som man plejer. Og hvor mange flere point, der er at hente ved at flyve på fleksible billetter.
Invitation e-mail
reminder e-mail
reminder mail Gentagelse af aktivitetets-budskabet. Klar call to action med deadline for at fremskynde respons. Alle knapper fører til aktivitetens landing page.
Kampagnesite
planr you ts poin
Kampagneflow
De, der allerede rejser på Economy Extra/Business får kun et forslag til plan, baseret på rejser med de fleksible billetter.
midtvejs-motivations Confirmation e-mail e-mail
tilhørende 1 sides website
Optjen EuroBonus-point mellem dine flyvninger Congratulations. You have now earned
Dear John
2,100 EuroBonus Extra points
Plan ahead and earn EuroBonus Extra points to top up your existing 48.000 points. What are your travel plans between May 1 and August 31? I’ll fly pretty much as usual.
I’ll save more time and earn more points
I’ll set my own plan
Earn
Earn
Earn
11,000 Extra points
View plan
Slut mail
Accept plan
Inspire me to use my points
26,000 Extra points
View plan
Accept plan
Inspire me to use my points
?
Særtilbud: Optjen1000 EuroBonus-point, hver gang du bruger 500 kr. Dear <First name> The Plan Your Points campaign is over. You stuck to our plan and we are happy to give you the positive result:
+
Planned return trips
Possible points
Realized return trips
Extra points earned
Economy
4
2,000
4
2,000
Economy Extra and Business
2
4,000
1
Sign up bonus
Inspiration on how to use points? Here is how your EuroBonus account looks today: Your current Eurobonus account 14,000 points Number of Extra points earned 2,100 points Total number of EuroBonus points 16,100 points
Extra points
Make plan
If you need inspiration on how you can use your points, try the MatchMe service. Or if you know where to go - just start booking. Go to SAS MatchMe Book award travel now >
Plan your points and see where it can take you
0 100
plan your points
EuroBonus Extra points total
2,100
Win 10.000 EuroBonus Extra points How did you like the Plan Your Points campaign? We would highly appreciate if you use 2 minutes to answer a short survey. Your opinion will help and inspire us when developing future EuroBonus campaigns. Campaigns enabling you to earn extra points on top of the points you get from flying SAS. Answer and win 10.000 Extra points
Once again, thank you for participating. We look forward to reading your answers to the survey and of course to seeing you onboard again soon.
Scandinavian Airlines © 2009
Best regards <Name Surname> <SAS regional name>
About this campaign
Scandinavian Airlines © 2010
SAS Plan your Points
RELATIONSHUSETGEKKO
3
planr you ts poin
planr you ts poin
Dear John
Plan ahead and earn EuroBonus Extra points to top up your existing 48.000 points. What are your travel plans between May 1 and August 31?
Close window
Fly as usual to fulfil the 11.000 Extra points plan
Plan ahead and earn EuroBonus Extra points The 11.000 Extra points plan is based on your previous travel behaviour with SAS. To fulfil plan and get the existing Extra points reward, you must commit to and fly: to toptheup your 48.000 points 3 return tripsyour in Economy What are travel plans?
11,000
I’ll fly pretty much as usual.
I’ll save more time and earn more points
I’ll set my own plan
I’ll fly pretty much Extra points as usual.
I’ll save more time and earn more points
I’ll set my own plan
Earn
Earn
Earn
Earn
Earn
Earn
Extra points
Extra points
Extra points
Extra points
11,000
26,000
Extra points
View plan
Accept plan
Inspire me to use my points
View plan
Accept plan
Inspire me to use my points
?
Click “Accept Plan” if you believe you can fulfill this plan Close window to see other plan or set your own
11,000
26,000
Extra points
Make plan
View plan
Plan your points and see where it can take you
About this campaign
Scandinavian Airlines © 2009
Accept plan
Accept plan
View plan
See where this plan can take you
See where this plan can take you
Earn
26,000
I’ll fly pretty much as usual. Extra points
CloseEarn Accept plan
11,000 Extra points
You will of course also earn normal EuroBonus pointstime on all flights with SAS,I’ll set I’ll save more Blue1 and Widerøe.
and earn more points
my own plan
Click “Accept Plan” Earnif you believe you can fulfill this plan Close window to see other plan or set your own
26,000 Extra points
Earn
?
Extra points
View Accept planExtraView Accepttickets plan Whyplan do Economy andplan Business
Make plan
Make plan
save me time to do the things I really care for?PlanRead more See where this plan can take you your points and see where
See where this plan can take you
Plan your points and see where it can take you
it can take you
Scandinavian Airlines © 2009
About this campaign
Scandinavian Airlines © 2009
Landing page = SAS’ forslag til personlig rejseplan 2 versioner: Èn til respondenter med eksisterende Ecomony Extra/Business adfærd. Og én til respondenter med Economy adfærd, hvor de eksponeres for muligheden for at opgradere til Ecomony Extra/Business og derved tjene flere point - og spare mere tid pga. de USP’er der er indbygget i de fleksible billetter.
3 return trips in Economy Extra or Business
?
Accept plan
Close window
Upgrade your tickets to fulfil the 26,000 Extra points Plan andtime earn EuroBonus plan -ahead and save more on your trip at the sameExtra time points 26.000 Extrayour points plan is based on the frequency of yourpoints previous travels toThetop up existing 48.000 with SAS but with an upgrade to the flexible ticket types Economy Extra or Business. What are your travel plans?
You will of course also earn normal EuroBonus points on all flights with SAS, Blue1 and Widerøe.
Earn
Close
planr you ts poin
Pop up vindue ved klik på View Plan Her forklares hvor mange returrejser antallet af point er baseret på - og at antallet er rejser er baseret på respondentens tidligere rejseadfærd. Man kan nu acceptere planen - eller lukke vindue og lave egen plan.
Pop Up vindue ved klik på View Plan i buy up boksen ”I’ll save more time and earn more points” Budskabet er kun til respondenter, der normalt kun flyver Economy: ved at opgradere til fleksible billetter optjenes flere point og der spares tid på rejsen. Nu kan man acceptere planen, lægge egen plan - og læse om fordele ved fleksible billetter.
Sum up page
planr you ts poin
Close window
26.000 Extra points open new possibilities for award travels
Plan ahead and earn EuroBonus Extra points You will of course also earn Your existing EuroBonus point as per <date> 48,000 normal EuroBonus points on Extratop points ifup you flyyour as planned existing 48.000 26,000 to points all flights with SAS, Blue1 and Total number of EuroBonus points for use 74,000 Widerøe. What are your travel plans? This amount of points matches award travels like e.g. these: Barcelona
Stockholm
Paris
I’ll fly pretty much as usual.
I’ll save more time and earn more points
I’ll set my own plan
Earn
Earn
Earn
11,000 Extra points
View plan
Accept plan
See where this plan can take you
26,000 Extra points
View plan
Accept plan
See where this plan can take you
?
Make your own travel plan and set your Extra points reward How many trips are you planning on flying between <date> and <date>? Mix destinations and ticket types to match your plan. By upgrading to Economy Extra and Business you earn Extra points faster – and you save time on your trip with SAS’ many time-saving features and services. Return trips
Ticket type
Per return trip
3
Economy
1,000
11,000
0
Economy Extra or Business
3,000
0
Total number of Extra point if plan is fulfilled You will of course also earn normal EuroBonus points on all flights with SAS, Blue1 and Widerøe.
Extra Points Total
11,000
48,000 11,000 59,000
Your existing EuroBonus point as per <date>
planr you ts poin
Ready to commit to and submit your plan? The stated Extra points will be transferred to your EuroBonus account if you fly the number legs to the specific destination areas on the planned type of tickets in the period <date> and <date>, 2010.
Number of Extra points planned
If you fly less than predicted, you will of course still get the normal EuroBonus points awarded for the specific flights but unfortunately no Extra points.
Total number of EuroBonus points if your plan succeeds
If you fly more than predicted, you will be rewarded the number of Extra points related to your given plan.
See example of reward calculation
Accept plan Sum up. Your travel plan from <date> to <date> Click “Accept Plan” if you believe you can
Return trips
fulfill this plan
X X
Ticket type
EuroBonus Extra points Total
Economy Economy Extra or Business
X,000 X,000
Submit plan
Adjust plan
Extra points
Make plan
With this amount of points you are close to award flights like these:
Plan your points and see where it can take you
Scandinavian Airlines © 2009
Pop up vindue ved klik på ”See where this plan can take you” Her vises respondentens eksisterende EB-pointstatus + mulige point ved at flyve som planlagt = 3 eksempler på mulige bonusrejser, hvis planen gennemføres.
Barcelona
Stockholm
Total number of Extra point if plan is fulfilled
Paris
Scandinavian Airlines © 2009
”Make your own plan” side Her kan respondenten selv sætte antallet af rejser på de 2 billettyper og straks se, hvordan valget påvirker pointoptjeningen. Man kan se sit eksisterende pointantal og hvordan det påvirkes, hvis planen gennemføres - og hvilke bonusrejsemål der så bliver mulige.
XX,000
If you believe this is a sound plan, click “Submit plan” and your flights the next 4 months will enter into our EuroBonus points calculation.
Scandinavian Airlines © 2009
Sum Up side Her opsummeres respondentens valg - og her ender man, hvis man har klikket Accept Plan tidligere. Sidste mulighed for at ændre planer.
SAS Plan your Points
RELATIONSHUSETGEKKO
4
Follow up mails motiverer til at gennemføre planen - og inspirerer til brug af de optjente point Optjen EuroBonus-point mellem dine flyvninger Congratulations. You have now earned
2,100 EuroBonus Extra points
plan your s point
Særtilbud: Optjen1000 EuroBonus-point, hver gang du bruger 500 kr. Dear <First name> The Plan Your Points campaign is over. You stuck to our plan and we are happy to give you the positive result: Planned return trips
Possible points
Realized return trips
Extra points earned
Economy
4
2,000
4
2,000
Economy Extra and Business
2
4,000
1
0
Sign up bonus
EuroBonus Extra points total
2,100
100
Inspiration on how to use points? Here is how your EuroBonus account looks today: Your current Eurobonus account 14,000 points Number of Extra points earned 2,100 points Total number of EuroBonus points 16,100 points If you need inspiration on how you can use your points, try the MatchMe service. Or if you know where to go - just start booking. Go to SAS MatchMe Book award travel now >
Win 10.000 EuroBonus Extra points How did you like the Plan Your Points campaign? We would highly appreciate if you use 2 minutes to answer a short survey. Your opinion will help and inspire us when developing future EuroBonus campaigns. Campaigns enabling you to earn extra points on top of the points you get from flying SAS. Answer and win 10.000 Extra points
Once again, thank you for participating. We look forward to reading your answers to the survey and of course to seeing you onboard again soon. Best regards <Name Surname> <SAS regional name>
Scandinavian Airlines © 2010
E-mail midtvejs i kampagneperioden Reminder om, at kampagneperioden er halvvejs og repetition af respondentens plan. Vi involverer respondenten ved at bede ham/ hende gætte på, hvor tæt på at realisere planen han eller hun er.
Invitation e-mail
reminder e-mail
status webside Her kan respondenten se, om han/hun gættede rigtigt. Og se en status på antallet af gennemførte flyvninger pt holdt op mod de planlagte flyvninger. Link til booking fremhævet i grafik boks.
planr you ts poin
Kampagneflow
midtvejs-motivations Confirmation e-mail e-mail
Kampagnesite
Slut-mail med invitation til survey Mail med individuel status på gennemførsel af planen. Invitation til deltagelse i survey for at evaluere aktiviteten. Inspiration til brug af optjente bonuspoint via link til MatchMe service, EuroBonus webshop samt booking site
tilhørende 1 sides website
Optjen EuroBonus-point mellem dine flyvninger Congratulations. You have now earned
Dear John
2,100 EuroBonus Extra points
Plan ahead and earn EuroBonus Extra points to top up your existing 48.000 points. What are your travel plans between May 1 and August 31? I’ll fly pretty much as usual.
I’ll save more time and earn more points
I’ll set my own plan
Earn
Earn
Earn
11,000 Extra points
View plan
Slut mail
Accept plan
Inspire me to use my points
26,000 Extra points
View plan
Accept plan
Inspire me to use my points
?
Særtilbud: Optjen1000 EuroBonus-point, hver gang du bruger 500 kr. Dear <First name> The Plan Your Points campaign is over. You stuck to our plan and we are happy to give you the positive result:
+
Planned return trips
Possible points
Realized return trips
Extra points earned
Economy
4
2,000
4
2,000
Economy Extra and Business
2
4,000
1
Sign up bonus
Inspiration on how to use points? Here is how your EuroBonus account looks today: Your current Eurobonus account 14,000 points Number of Extra points earned 2,100 points Total number of EuroBonus points 16,100 points
Extra points
Make plan
If you need inspiration on how you can use your points, try the MatchMe service. Or if you know where to go - just start booking. Go to SAS MatchMe Book award travel now >
Plan your points and see where it can take you
0 100
plan your points
EuroBonus Extra points total
2,100
Win 10.000 EuroBonus Extra points How did you like the Plan Your Points campaign? We would highly appreciate if you use 2 minutes to answer a short survey. Your opinion will help and inspire us when developing future EuroBonus campaigns. Campaigns enabling you to earn extra points on top of the points you get from flying SAS. Answer and win 10.000 Extra points
Once again, thank you for participating. We look forward to reading your answers to the survey and of course to seeing you onboard again soon.
Scandinavian Airlines © 2009
Best regards <Name Surname> <SAS regional name>
About this campaign
Scandinavian Airlines © 2010
SAS Plan your Points
RELATIONSHUSETGEKKO
5
ROMI på 8,3 og 2-cifret millionbeløb i ekstra revenue var højere end planen - så det betaler sig at lade kunderne planlægge deres egne rejser med SAS
God respons = høj involvering • Invitation + remindere har en gnsn. åbningsrate på 27,5 % og en klik videre rate på gnsn. 8 %.
• 6,5 % har valgt at opgradere fra deres normale Economybilletadfærd og har fløjet på de dyrere Economy Extra og Business billetter.
• 6 % af målgruppen laver en plan for rejser med SAS de næste 4 mdr.
topkarakter fra de deltagende Analysen, der afrundede kampagnen viste:
Flere millioner SEK i ekstra revenue • Målet om et 2-cifret millionbeløb i SEK i overordnet ekstra revenue er indfriet – med index 112 i forhold til 2009 kampagnen.
• 57 % gav Plan Your Points kampagnen karakteren 4 eller 5. (5 = maksimum).
• Kampagnen havde en god ROMI på 8,3 (målet var 8). Kampagnen har skabt øget rejseadfærd • 42,5 % har fløjet mere end SAS’ estimat baseret på medlemmets tidligere rejseadfærd. • 59 % har fløjet mere, end de selv har planlagt.
• 74 % vil helt sikkert eller højst sandsynligt deltage i lignende kampagner fremover. Plan Your Points kampagnen gav SAS den internationale Loyalty 2011 pris • Det er en pris, der uddeles på en årlig international konference om loyalitet i rejsebranchen. • SAS vandt for kampagnens evne til at styrke brugen af loyalitetsprogrammet EuroBonus.
RELATIONSHUSETGEKKO