The card for the future
The Challenge
The Solution
We want the EuroAir card to be the card of
the (near) future. The only card in your wallet
you’ll need every day because it will give you
the best benefits and gives you the flair of
belonging to the young professionals.
Achieving 1 million customers
Existing cardholders
Business customers
Young professionals
Better card than existing card
Gold +
Silver +
Better card than existing card
Gold +
Silver +
Better than competition
Gold +
Silver +
Shuttle service at airports
Waiting lounge
Luggage service
Points
No fee card
Gold +
Silver +
Earn: underground, running, walking,
sharing
Redeem: petrol, bike, trains, sports
Win: travel and tickets
The card that moves you
We introduce the card that moves you, literally and emotionally. Every mile you’re
covering will be rewarded by extra points. You fly, you get points. You take the
tube, train, you get points. You run in the city, you get points. You spread the word,
you get points.
Existing customers
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We need to invite them to take the new card
We give them bonus points
They get more benefits for the same fee
Free Silver upgrade after 3 years
3 tiered strategy
Acquisition
Demonstrate the benefits then drive response
‘don’t tell me you’re funny, tell me a joke’
Business customers
Focus on airports
•Offer NFC payments onboard
flights – sign up forms onboard
•Stunts and PR in airports
•Direct mail the 11.5m airmiles
customers
•Airline customers booking first
flight
•Existing VISA customers – direct
mail
Young professionals
Focus on city leisure and travel
•Leisure activities
•Email all city travel card users
•Location based targeting in bars
and restaurants
•Cinema – next time go to the
premiere sign up today
Retention
Free upgrade to Gold
after 3 years
Usage
Front of wallet
Frequent usage
Direct reminders by
sms/mms
Large and small
purchases
Relevant messages
Using data to inform
Propensity and
messages
behaviour to reduce
churn
Maintain the behaviour
Renewal
Point of sale
Location based sms
Amplification by
linking tools to social
media
Random acts of
kindness
“I can’t wait to renew my card”
Summary
The card for the future
• Extend the card proposition to appeal to a
younger, higher profit audience
• Demonstrate the benefits to create a
push/pull strategy for acquisition
• Remind customers frequently how to earn and
redeem in order to drive high retention rates