Driving Adoption of "Miles Plus Cash" on the Asia Miles Platform
Led the creative development and production of marketing assets for a campaign designed to drive awareness and adoption of the "Miles Plus Cash" feature.
(8 min read)
Client
Asia Miles (Agency: Ogilvy)
Service
Advertising, graphic, art direction, UI/UX design
My Role
Art Director
Team
Account Managers, Creative Director, Producer, Visualizer, Copywriters & Me
Asia Miles Lifestyle Award redemption platform (lifestyle.asiamiles.com) is a digital platform to let its members redeem and earn Asia Miles credits for certain lifestyle awards such as merchandise, concert and event tickets, gift cards, etc. This awareness campaign aims to promote an enhancement of a new "Miles Plus Cash" feature for redemption.
What I did
I worked with the project team, producer, and production house to deliver a set of creative approaches by producing promotional advertising social videos, campaign sites, eSolus, and visual assets for global print and digital advertisements.
Marketing collateral produced
This campaign resulted in the creation and delivery of a comprehensive suite of marketing materials designed to promote the "Miles Plus Cash" feature. These deliverables included:
➊ Website & eSolus marketing materials
Campaign page and digital assets designed for email marketing campaigns (e.g., banner ads, EDMs). These assets promoted the "Miles Plus Cash" feature to Asia Miles members via targeted email blasts.
➋ Visual assets for print and digital advertising
A library of high-quality images, graphics, and lockups for use in both online and offline advertising channels. These assets ensure consistent branding and messaging across all campaign touchpoints.
➌ Social media videos
A series of engaging video advertisements tailored for various social media platforms (e.g., Facebook, YouTube). The two videos highlight the benefits of "Miles Plus Cash" and showcase the diverse range of lifestyle awards available. One introduces the new "Miles Plus Cash" feature, while the other shows the variety of products that the lifestyle platform offers.
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Outcome
The campaign successfully raised awareness of the "Miles Plus Cash" feature and drove increased engagement with the Asia Miles Lifestyle Award redemption platform. The campaign contributed to:
- Increased adoption of "Miles Plus Cash": The promotional materials effectively communicated the value proposition of the new feature, leading to a higher number of members utilizing "Miles Plus Cash" for their redemptions.
- Elevated website traffic: The campaign website and landing page experienced increased traffic due to the promotional efforts across various channels.
- Enhanced brand awareness: The consistent messaging and visually appealing creatives across multiple platforms reinforced the Asia Miles brand and its commitment to providing valuable lifestyle rewards to its members.
- Improved member engagement: The campaign re-engaged existing Asia Miles members and attracted potential new members by highlighting improved redemption options beyond flight tickets.
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