The
Challenge
Southwest
Airlines loyalty marketing department needed a new birthday
card for their Rapid Rewards members. They wanted a card that
would be fun and entertaining, that would not include a “sales
pitch”, any potential offensive messages, or a free
gift offer. The challenge was finding a concept with generic
appeal that could stand out in the member’s mail.
The
Solution
We
found a card concept to really “pop-up” the brand
to Rapid Rewards members on their birthday. We featured SWA
employees in a fun manner that captured the spirit of Southwest’s
service and also reinforced their new leather seating and
media initiatives supporting the new seats. Finally, we found
the right printing and fulfillment package to bring it all
home with Luv – on budget and on schedule. |
