HOW OVER A MILLION FINNS WERE CONVINCED TO JOIN A COMPLETELY NEW LOYALTY PROGRAM
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
|
Credits
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.