Onecard Re­launch: Mo­bil­is­ing a Coun­try

Affin­ity ID, Red Jelly and Mind­share / Count­down

New Zealand Marketing - - Gold Award Winners -

In a fiercely com­pet­i­tive mar­ket, Onecard joined forces with AA Smart­fuel to re­vi­talise it’s loy­alty ap­peal.

Ex­ten­sive re­search and in­sights drove the devel­op­ment, pro­vid­ing clear di­rec­tion on the propo­si­tion changes, how to launch, and the cre­ative plat­form re­quired for suc­cess.

The insight put cus­tomers in con­trol of how they want to save with a clear choice of food or fuel.

The ap­proach has paid div­i­dends with the num­ber of cus­tomers shop­ping with a Onecard in­creas­ing by 53%, and new cus­tomer re­la­tion­ships up 40%. Mar­ket­ing ef­fi­ciency has im­proved and the new pro­gramme has opened ac­cess to more data to sup­port busi­ness de­ci­sion mak­ing.

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