Onecard Relaunch: Mobilising a Country

Affinity ID, Red Jelly and Mindshare / Countdown

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.