Winners by Category – Interactive/Online/Internet

GOLD...

GOLD

Client: The Loyalty Group

Campaign: Air Miles Web Site Relaunch

Agency: Cyberplex

While Air Miles may have been the first loyalty program in the world to have its own Web site back in 1995, the company felt the time was right to overhaul the site and make it even more accessible and useful to collectors. With half of its collectors online, the Loyalty Group knew that a major upgrade would not only enhance the collector experience, but gradually reduce customer care costs.

The development of the revamped site was divided into two phases. The first phase added functions to encourage redemption, such as a rewards calculator. The second phase, meanwhile, introduced an online statement summary (that would eventually reduce dependency on paper mailings) and redemption booking capabilities.

To maintain brand continuity, the creative used the same blue colour established for the Air Miles brand. Tools were made visually distinct and easy to use and there are frequent prompts, such as ‘Where to collect Air Miles’ and ‘Rewards you can order online,’ to make the Web site easy to navigate.

Site traffic has increased steadily since the new site was launched. Prior to the launch, there were about 30,000 unique visitors per month. That has since increased to over 430,000 visitors each month. The site also averages about 5,000 online enrolments each month. Meanwhile, costs have been reduced for the months of January-May 2000, thanks to fewer call centre enquiries.

SILVER

Scotiabank for its ScotiaLine Visa launch, developed by Rapp Collins Worldwide and Modem Media Canada.

MERIT

E*Trade Canada for its acquisition campaign, developed by Grey Worldwide – Toronto.