Brief & Objectives
Thomas Cook Financial Services faced competition from a variety of other holiday specific financial service providers, so required a marketing approach which would enable it to identify the needs of potential customers, and satisfy these needs through carefully selected offers and approaches.
The brief was to develop and grow Thomas Cook Financial Services and position it as the UK’s favourite provider of travel-related financial products for consumers.
The main objective of the campaign was to drive additional product sales at key points in the run up to a customer’s holiday.
Products included the Thomas Cook Credit Card, which could be used to pay for the holiday, Holiday Insurance, Foreign Exchange, Airport Parking and Airport Lounge access.
Strategy & Execution
JaywingDMG and InboxDMG created a dynamic programme of highly personalised and targeted marketing activity to support Thomas Cook Financial Services in generating sales.
The campaign brought together online and offline insight, in real-time, to create highly relevant and timely communications.
Customers were encouraged to use a dynamic microsite which provided access to information on their chosen holiday destination, including local prices and holiday money tips.
They were also encouraged to register their details on the microsite to access and receive further information and offers specific to their destination. The site also featured daily and weekly competitions to win spending money as an incentive to register.
Once the customer had registered on the microsite they were able to count down to their much anticipated holiday as well as access further functions like a holiday checklist, and list of things to do before leaving.
DMG’s flagship product, Digital Brain, followed their usage activity and combined this information with data held offline about their holiday, as well as on Thomas Cook Financial Services products they already held.
The result was the generation of specific offers selected from hundreds of options, delivered through the dynamic microsite online and via email, that were precise and relevant to the individual customer in both content and timing.
Digital Brain used pre-defined decision rules and analytics to determine the next action or offer and the most appropriate means of delivering it to the customer. This whole process occurred in real time.
The customer group was invited to register on the My Holiday Countdown microsite (via targeted communications following the holiday booking), with all sent timed, targeted DM and/or email communications, whether or not they had registered on the microsite.
Those that did register on the micro-site received an additional level of personalisation through these messages and on the site, driven by real-time integration of online and offline data using Digital Brain.
A control group received no targeted communications during the same period.
As a result of the campaign, in the unregistered group, cross-sales of the Credit Card product were 4 times more than the control group.
With the additional layer of real-time personalisation on the micro-site, the conversion rate for Credit Card more than doubled again (or 9.5 times the sales in the control group.
The My Holiday Countdown activity and the deployment of Digital Brain demonstrates the success of the next level of personalisation and relevance, through real-time or ‘synaptic marketing’.
By successfully combining stored offline data with instantly generated online behaviour in real-time, content and offers were targeted with even greater relevance and timing than already evident in the marketing activity aimed at the target group.
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