Barclaycard wanted to increase card spend on their client base in Germany by incentivizing their existing customers to use their card for purchases to qualify for a Free European Flight to a variety of over 16 different destinations, from over 8 local German airports. It was so successful the campaign has been run twice.
The bank was looking to activate dormant customers across a wide portfolio of credit cards and to target a range of spend levels. Taking the brief, our advice was to consider a three tiered campaign that gave maximum exposure and maximum appeal to our client’s broad customer base.
To encourage dormant customers to activate their card and achieve the desired spend level, the qualifying period was set at two months.
The three tiers were as follows:
Tier One: Spend over €X and up to €X on the card and qualify for a return flight to Europe.
Tier Two: Spend between €X and €X on the card and qualify for a return flight to 12 European destinations or a European City Break.
Tier Three: Spend over €X and qualify for a free flight to the USA , a City Break or a European flight to one of 12 destinations.
Customers who chose the USA flights also spent considerably on booking accommodation that was offered at the time of booking the flight, although there was no obligation to do so. This therefore increased the card revenue generated.