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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

SAS - Forecast Challenge  

SAS har gennem mange år kørt kampagner, hvor EuroBonus-medlemmer kunne få supplerende point for at vælge bestemte tilbud på udvalgte rejsede...

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