Bottleshop chain Thirsty Camel had one clear goal for a campaign to promote its Camel Card loyalty program: raise awareness.
We needed to draw people’s attention to the program’s full range of benefits, including special offers and redeemable purchase points, and encourage more shoppers to register for, and use, their Camel Card.
We achieved the goal with an integrated advertising campaign incorporating traditional and digital marketing. Not only did we deliver on results for the Camel, we were awarded the Winner at the 2024 Australian Marketing Institute (AMI) Excellence Awards in the Loyalty and Retention category.
Mass marketing activities included out of home and press advertising to raise awareness among target audiences and provide them with a clear path to purchase.
These traditional tactics were complemented by a highly targeted digital marketing strategy that could be easily measured by tracking products purchases, registrations and Camel Cash redemptions.
The strategy for the digital campaign involved segmenting Thirsty Camel’s target audience into two groups: prospective customers and existing customers.
Ad messaging and creative was customised to each target audience, depending on their membership status and where they lived, using digital out of home radio and Facebook as well as native and Google Search.
To reach people at the right time, we applied geo targeting techniques so people were exposed to ads about the loyalty program when they were near a Thirsty Camel store.
Online users were also directed to website landing pages specifically developed for the campaign to track the effectiveness of our advertising strategy. Our campaign successfully grew the Thirsty Camel herd and total company revenue jumped significantly.
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