Over 70% of the State customer base are active Fly Buys members. But State was planning to increase the earning threshold, which meant customers would see a drop in the number of Fly Buys points they earned. How could we convince them it was still rewarding to be with State?
Click. Pop. Win was a cheeky take on the State tagline Click. Done. We sent customers an email and a direct mail piece inviting them to go to an engaging microsite, where they could choose a sharp implement (ranging from a pineapple to a stiletto) and pop a balloon to reveal their bonus Fly Buys points prize.
As a result of the campaign, State not only avoided customers leaving, it actually saw an improvement in policy renewals and annual premium growth.