Company sprouts from BA Airmiles by ProQuest


"We've noticed? since the recession has really started to bite [that] loyalty points are more valuable to customers, and loyalty schemes are more valuable to businesses who are looking for ways of keeping customers loyal," said Andrew Swaffield, managing director, The Mileage Company. "So there's an opportunity for us to provide an expert service to other companies in running a loyalty scheme for them."

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									       2 | DMNEWS | April 20, 2009 |


      Paint makers go online for youth Company sprouts
       By Dianna Dilworth
                                       from BA Airmiles   as color names, which led to the idea of a word    some time, so we came up with some digital
       : Paint manufacturers Sherwin-Williams             association game, in which users see a word        sites to help show it how [digital marketing]     By Lauren Bell
       and Benjamin Moore are looking to reach            and add their own color interpretation.            would work,” said Howard Zoss, president          : Airmiles, the rewards program owned by
       younger consumers to spread the word                  “To explain their selection, we wanted          of Zig Marketing.                                 British Airways, is launching a new compa-
       about home decorating, and both brands             users to be able to provide a personal story,          For the Dutch Boy brand, Zig created a        ny devoted to managing white label loyalty
       are doing so on the Web.                           which we limited to 140 characters as a nod        Web page called The            programs for other businesses.
          Benjamin Moore has debuted a new line           to Twitter,” added O’Brien.                        site is the destination for a viral campaign         The Mileage Company, which went pub-
       of paints, called Ben, and worked with its            While it’s not the first digitally interactive   and sweepstakes. Consumers are called to          lic last week, will run the existing Airmiles
       agency of record, AKQA, to create a new            effort from Benjamin Moore, “it is the first        write in about the dirtiest room in their house   program and British Airways’ frequent flier
       interactive Web site that introduces the line      of its kind for us where it allows users to        for the chance to win free paint to refresh       program, BA Miles. It has yet to announce
       and helps consumers choose colors.                                                                    it. Entrants can post photos of their site and    any other clients, but expects to begin devel-
          Created by AKQA’s New York office, visi-                                                            send it to friends to vote on it. Voters are      oping or managing other frequent flier and
       tors to the site, located on the Web at                                                               entered into a monthly contest to win free        rewards programs within the year. The, are asked to                                                                        paint and opt in for marketing messages.          Mileage Company will provide clients with
       “Express your vision of color.”                                                                           “Dutch Boy’s new Arm and Hammer               research and loyalty analytics, CRM and
       Users can select colors by mood                                                                       paint literally takes odor out of the air, so     accounting expertise.
       and play color games.                                                                                 it is great for kitchens and bathrooms,” said        “We’ve noticed… since the recession has
          “The strategy focused                                                                              Mike Smith, creative partner at Zig.              really started to bite [that] loyalty points are
       on the color benefits of the                                                                               “Sherwin-Williams wanted to take advan-       more valuable to customers, and loyalty
       brand,” said Mehera O’Brien,                                                                          tage of this offering and reach as many           schemes are more valuable to businesses
       creative director at AKQA,                                                                            people as it could to tell them about it,”        who are looking for ways of keeping cus-
       in an e-mail to DMNews. “We                                                                           he continued.                                     tomers loyal,” said Andrew Swaffield, man-
       specifically wanted to showcase                                                                           To promote the contest, Zig put the cre-      aging director, The Mileage Company. “So
       some of the fun, vibrant colors in the                                                                ative up on Facebook, Twitter and on blogs.       there’s an opportunity for us to provide an
       palette, which we thought would appeal                                                                “The whole impetus is to use the whole            expert service to other companies in run-
       to the target.”                                                                                       viral ability of the Internet to drive people     ning a loyalty scheme for them.”
          The new Ben line was developed to target                                                           back to the site,” added Smith.                      The Mileage Company will use some major
       a 20- to 30-year-olds, who may be first-time                                                               Zig also created an online sweepstakes to     lessons gleaned from its time in the business
       homeowners. This is an expansion from                                                                 promote the Krylon brand of spray paint           to drive strategy for its new clients, such as
       Benjamin Moore’s flagship audience: a                                                                 with wood staining properties.                    sticking to the tenets that successful reward
       slightly older, more affluent homeowner                                                                    The tag line for the campaign was “Save       schemes must be simple and consistent, with
       who often works with interior decorators,                                                             our Saturdays,” and it called users to spend      rewards that are attainable. It also will use its
       and is part of a household in which the color      Benjamin Moore’s new interactive site lets users   Saturday doing something fun, rather than         particular expertise in the travel arena to woo
       decisions are primarily made by women.             explore their love of color along with the brand   working on staining.                              new clients from that industry.
       The younger couples targeted by the Ben                                                                   Consumers can opt in for monthly e-mails         Outside of the US, Swaffield said, fre-
       line tend to make joint decisions and often        enter their own thoughts and ideas around          with branded sports trivia questions and          quent flier programs are largely undevel-
       do the painting without a decorator.               color,” said Maureen Germinder, the paint          sign up to win prizes including World Series      oped, and so airlines 
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