CIBC – Aventura at the airport
CIBC wanted to let Aventura Visa Card holders know just how much their travel card has to offer as they set out on their latest journey. Interactive, informative and rewarding, we designed a virtual concierge to do the job.
The SituationWhile CIBC’s Aventura Travel Rewards Program was robust, knowledge of it wasn’t. The bank needed to educate consumers about it, including their own cardholders. They decided to highlight the program’s concierge service. Available 24/7, the service provides a personalized, full-service travel agent/concierge that allows you to make the most of shopping and travel. FUSE was tasked with developing an experience inside Toronto’s Pearson International Airport that would attract travellers, get them interacting with the CIBC brand, and educate them about Aventura.
The BreakthroughA credit card booth in an airport is a lonely place. Travellers see it and steer clear assuming it’s only there is to sell a product or service. Add to that the fact their focus is on getting to their gate so they have time to relax and are ready to board, and you have a tough time attracting attention. To break through these barriers, we brought the concierge service to life with a custom-built CIBC Aventura Concierge Vending Machine, which provided personalized rewards to cardholders. Designed to look like a plane fuselage, the vending machine included a large touch screen, which asked travellers a series of questions about why they are traveling. Depending on their answers they received a reward appropriate to their trip. Based on a traditional vending machine, the virtual concierge had a few important differences: It was free to use, its contents were a mystery to users, and the prizes rewarded had real value – from vouchers for airport retailers and headphones, to 500,000 Aventura points. To capture the experience of new and existing Aventura cardholders, we had a videographer on-hand. Footage demonstrated the appeal of the installation for those eligible to participate, as well a few twinges of jealously of those who weren’t.
The PayoffThe machine garnered a lot of attention and people passing by were eager to participate. Aventura cardholders were thrilled with the unexpected windfall in an unexpected place. The vending machine proved to be an ideal way to communicate that: • Being a cardholder really is rewarding • CIBC wants Aventura cardholders to feel special and appreciated • There are two key features of the program – rewards and personalized service In the end, we went above and beyond our KPIs in terms of engaging existing and new cardholders: • Rewards given – 256 • Existing cardholders engaged – 125 • New cardholders earned – 131 The activation was so successful there are also plans to re-skin the vending machine to use this summer, over Christmas and well into 2017.
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FUSE Marketing Group • 379 Adelaide St. West, 4th floor • Toronto, ON M5V 1S5 • 416-368-FUSE (3873)