Our Role: Strategy | Ideation | Technology | Campaign Management | Rewards | Fulfilment

Overview

HDFC were looking for a way to incentivise customers to their Special Platinum Account by adding an element added value to their customers.

Our strategy was based on not just incentivizing customers with a reward to upgrade their account, but to provide continuous on-going value during the first year to also maximise on the positive brand association opportunities. We achieve this by rewarding customers who upgraded with a complimentary Epicure membership of Taj Inner Circle. Allowing customers to enjoy a range of discounts on food, beverages, complimentary extra nights, happy hours and vouchers with no-points expiry at Taj properties across the world.

Impact

Much of the impact of this campaign was driven by the creation of the reward itself, as it was positioned as a form of ‘club style’ benefit. It also released continuous value during the first year of account upgrade showing demonstrable savings and benefits and creating a halo effect for the brand, not only increasing acquisition rates but retention rates too