Title	HOW OVER A MILLION FINNS WERE CONVINCED TO JOIN A COMPLETELY NEW LOYALTY PROGRAM
Brand	SUOMEN LÄHIKAUPPA, COALITION REWARDS FINLAND
Product/Service	PINS LOYALTY PROGRAMME
Category	C01. INTEGRATED MEDIA CAMPAIGN
Advertising Agency	McCANN Helsinki, FINLAND
Media Agency	DAGMAR Helsinki, FINLAND
Entrant Company	DAGMAR Helsinki, FINLAND
Production Company	WOODPECKER FILM Helsinki, FINLAND

Name	Company	Position
Jussi Piri	Suomen Lähikauppa Oy	Marketing Director
Satu Puumala	Suomen Lähikauppa Oy	Project Manager
Olli Sahala	Suomen Lähikauppa Oy	Brand Manager
Suvi Isokangas	Suomen Lähikauppa Oy	Brand Manager
Liisa Vall	Suomen Lähikauppa Oy	Brand Manager
Anne Hyvärinen	Suomen Lähikauppa Oy	Campaign Manager
Pirjo Ritovuori	Suomen Lähikauppa Oy	Marketing Manager
Merja Ylitalo	Suomen Lähikauppa Oy	Marketing Manager
Eeva Kujanpää	Suomen Lähikauppa Oy	Crm Manager
Nina Elo/Hakala	Suomen Lähikauppa Oy	Crm Manager
Marja Renvall	Suomen Lähikauppa Oy	Client Director
Olli Lainto	Coalition Rewards Finland Oy	Marketing Manager
Antti Koskinen	Coalition Rewards Finland Oy	Key Account Manager
Eriks Nelsons	Coalition Rewards	Head Of Marketing
Annika Davidsone	Coalition Rewards	Chief Brand Officer
Riikka Nikula	Dagmar Oy	Client Manager
Vernariikka Vasala	Dagmar Oy	Strategic Planner
Viivi Lehtonen	Dagmar Oy	Digital Manager/Content And Social Media
Satu Mäki	Dagmar Oy	Strategic Planner

Results and Effectiveness

We wanted to gain 300 000 members in the launch phase and 500 000 by the end of the year 2014. During the first two months there were already 885 000 PINS –members in Finland. In September 2014 PINS had ONE MILLION members in Finland, in a country with only 5,4 million inhabitants! Spontaneous awareness of PINS programme was 51% (after two weeks) and ad recall outstanding 86%. Also, PINS was the 3rd best known loyalty program (55%) in Finland after the biggest Finnish loyalty programmes K-Plussa (69%) and S-Bonus (58%).

Creative Execution

The entire launch campaign strategy and media execution was purely data led: both creative concept and media executions. We analyzed existing loyalty program members, we used focus groups and quantitative research of the concept and main messages. We also tested the advertising with quantitative and neuroscience methods. Live testing was done with different target groups in order to find out the most interesting incentives. As the launch was divided into two campaign slots, attribution modelling and campaign study were placed in between so we could optimize phase 2. The media was utilized through the bought-owned- earned-borrowed –model. Bought media reached the masses and familiarized with the brand, owned stores and digital media activated the target group to join PINS at once. Earned media (blogs, blog co-op’s) was harnessed to serve the trendsetters and pioneers. Borrowed media was about PINS partner media – a huge win-win through outstanding collaboration!

Insights, Strategy and the Idea

The loyalty program market in Finland has long been static. People have ca. 7 loyalty cards, but the benefit is often considered poor. As the amount of small households and online stores grows, there’s a need for something new. As a solution idea, a new loyalty programme, PINS, was introduced in Finland. It consists of 300 partners and 400 online stores, rewards from small purchases and is open for both local and global partners. Business target was extremely ambitious: we wanted to gain 300 000 members in the launch phase and 500 000 by the end of the year 2014. Step one was to convert families and singles into new PINS-program, secondary target group was Lähikauppa’s existing YkkösBonus database. Marketing and communications objective was to activate the target group to join PINS without any delay. The ad awareness objective was set to 35% in the end of the campaign.