New Avios Campaign Puts the Power of Advertising in Customers' Hands

Avios, the global travel rewards currency, has today launched an innovative, hyper-personalised brand campaign, ‘Do More with Avios’, created by 101, and developed by a number of agencies including Carat, Holler, Lexis, iProspect, MBA, rehabstudio, Soul, Hall & Partners and SoHalo. 

The three month campaign will see the brand enlist the help of customers’ friends and family to urge collectors to spend their Avios on doing things together, whether for flights, great days out or trying new experiences.

By visiting http://domorewithavios.avios.com/ loved ones can send ‘nudge’ messages direct to nominated Avios customers, with ideas for how they can use their Avios to do more together.  Avios collectors will then see these light-hearted, personalised messages displayed in banner spaces online as they browse the web; these could be anything from a mum persuading her daughter to use her Avios for a spa trip together or a someone suggesting a romantic trip to Paris using their partner’s Avios. As well as online, ‘nudge’ messages will also be seen in press and outdoor. The campaign will be supported with social activation and experiential activity. The microsite was created by digital creative agency rehabstudio.

Hannah Fletcher, Head of Customer Marketing, Avios says, “Through this innovative and highly personalised campaign, we aim to bring more emotional resonance to the brand by asking friends and families to encourage their loved ones to use their Avios. It’s based on the very true insight that when someone you love suggests something to you, you are more likely to do it. Not only will the campaign encourage customers to do more with their Avios, it will also remind them of the numerous ways they can use them, not just for flights and upgrades but also for great days out and a vast array of fantastic experiences.” 

Augusto Sola, Creative Director at 101 says: “Spending Avios should be fun, not a hassle for people, so we thought we should create a campaign that was true to that spirit. After all my flights to and from Argentina, I expect I’ll get a ton of messages from people I know asking me to spend my Avios on them. Bring it on.”