The card for the future

The Challenge

The Solution We want the EuroAir card to be the card of the (near) future. The only card in your wallet you’ll need every day because it will give you the best benefits and gives you the flair of belonging to the young professionals.

Achieving 1 million customers Better card than existing card Gold + Silver + Better card than existing card Gold + Silver + Better than competition Gold + Silver + Better than competition Gold + Silver + No fee card Gold + Silver + No fee card Gold + Silver + Better card than existing card Gold + Silver + Better card than existing card Gold + Silver + Shuttle service at airports Waiting lounge Luggage service Points Shuttle service at airports Waiting lounge Luggage service Points Earn: underground, running, walking, sharing Redeem: petrol, bike, trains, sports Win: travel and tickets Earn: underground, running, walking, sharing Redeem: petrol, bike, trains, sports Win: travel and tickets Existing cardholders Business customers Young professionals

The card that moves you We introduce the card that moves you, literally and emotionally. Every mile you’re covering will be rewarded by extra points. You fly, you get points. You take the tube, train, you get points. You run in the city, you get points. You spread the word, you get points.

Existing customers We need to invite them to take the new card We give them bonus points They get more benefits for the same fee Free Silver upgrade after 3 years 3 tiered strategy

Acquisition Demonstrate the benefits then drive response ‘don’t tell me you’re funny, tell me a joke’ Business customers Young professionals Focus on airports Offer NFC payments onboard flights – sign up forms onboard Stunts and PR in airports Direct mail the 11.5m airmiles customers Airline customers booking first flight Existing VISA customers – direct mail Focus on city leisure and travel Leisure activities all city travel card users Location based targeting in bars and restaurants Cinema – next time go to the premiere sign up today

Retention Front of wallet Renewal Usage Frequent usage Large and small purchases Maintain the behaviour “I can’t wait to renew my card” Free upgrade to Gold after 3 years Point of sale Location based sms Point of sale Location based sms Direct reminders by sms/mms Relevant messages Using data to inform messages Relevant messages Using data to inform messages Propensity and behaviour to reduce churn Random acts of kindness Amplification by linking tools to social media

Summary The card for the future Extend the card proposition to appeal to a younger, higher profit audience Demonstrate the benefits to create a push/pull strategy for acquisition Remind customers frequently how to earn and redeem in order to drive high retention rates