“TURN ROUTINE INTO ADVENTURE”
ROLE: STRATEGIST
The Challenge: Lifemiles is a loyalty travel program launched by Avianca Airlines. Avianca wants to drive more sign ups for the LifeMiles program and credit card in the US market.
The Finding: Nowadays, card holders value spending money on experiences rather than materialism. Our audience is also the most financially smart generation to exist.
The Insight: We feel alive when the smallest spending leads to the greatest adventures.
The Solution: Build a communication campaign around turning routine into adventure, throwing light on how the most day-to-day experiences like exploring a new coffee shop or buying a new book can lead to your next adventure.
STRATEGY
Breakdown of strategy used in campaign
Zillenials value experiences over materialism
2 KEY FINDINGS
TARGET AUDIENCE
ZILLENIALS AGED 27-36
Careers: Digital Media Director, income range of 80-120K, wakes up around 7am and has a set routine before work
Values: Work-life balance, cost-conscientious, experiences over material items, culture curious
Traits: Adaptable, resourceful, reward seeking, and constantly crave adventure
Goals: Want to live a well-rounded lifestyle, spend more quality family-time, & maximize their traveL
MOBILE APP NOTIFICATIONS
THE INSIGHT
THE STRATEGIC IDEA
CREATIVE EXECUTION
Zillenials are the most financially smart generation
We feel alive when the smallest spending leads to the greatest adventures.
Adventure isn’t about having more. It’s about experiencing more.
