A big shuffle in the loyalty market over the last 12 months has resulted in many consumers feeling confused. It all started to feel a bit too hard. Despite being NZ’s most loved rewards programme, Fly Buys wasn’t immune to this ‘reward resentment’.
We needed a campaign to get back the brand love and to establish ourselves as more than just a loyalty programme that issues points. Fly Buys members’ birthdays gave us the ideal opportunity to do this and the Fly Buys Birthday Wish Machine was born – a magical online portal where you can wish for anything your heart desires (profanity filters permitting!) on your birthday.
Recapturing that magic moment when, as a child, you were implored to “make a wish” as you blew out the candles on your cake, the Birthday Wish Machine struck a real chord with our members and received an exceptional response rate.
With a whopping 190,000 wishes submitted, despite no promise of a reward or members’ wishes being granted, we were blown away. We had succeeded with the ultimate goal for this project – building a more personal relationship with our members. 10% of those who made wishes then went on to post on Facebook or Twitter, another objective of the campaign.
The Wish Machine has been in market for over 12 months now, with no signs of engagement slowing.
