Customer Management: Customer Loyalty Programs



Client: the Sony store, Toronto

Campaign: Fall Traffic Driver

Agency: Lowe RMP, Toronto

Creative Director: Steven Bochenek

Copywriter: Tobias Sallewsky

Art Director: Natalie Armata

The Sony store positions itself as a place where people can go to learn and experiment with new technologies.

Its mail effort had to do double duty. It launched the new electronic pet, AIBO and it created traffic in-store before the all-important holiday retail period.

Post Sept. 11, a time of retail declines, Sony wanted to bring customers into its stores. It had to be careful, though, because 90% of Sony Canada’s products are sold through non-Sony retailers and it can’t compete directly with those retailers. The promotion needed to bring in the Sony store’s best customers at the holiday season without raising the ire of Sony’s other distributors.

A target mailing went to approximately 60,000 existing members of the Sony store Connection loyalty program, deemed to be the most likely to respond to the campaign. The direct mailer centred on the theme of finding the missing AIBO pets, which are $3,000 robots.

With the insight that nothing makes a recipient want to open an envelope more than the feeling of something tangible inside, Sony sent out glossy square envelopes with a Sony store smart gift card inside, which could be redeemed in-store for $10 off a purchase. In addition, of the 59,909 cards, six were programmed to award customers an electronic pet. The brochure inside used colour, typeface, design and visuals to convey that technical innovation is part of the Sony brand. The ‘secret mission’ style copy, tied to the search for the missing robo-pets, conveyed a sense of fun.

The campaign achieved a 45% lift in response over the 2000 campaign and the average customer spend increased by $207.


Aeroplan/Air Canada, Montreal, for its ‘Aeroplan’s Top-Tier 2001′ program, developed by FCB Direct Canada, Montreal

MERIT and The Loyalty Group, both of Toronto, for their ‘What Do Women Want’ contest, developed by Creative Initiatives & MarketSpace Design Group, Toronto