Jewelery packaging and concepts

The Challenge

Thank You Rewards Prestige card members are top spenders who have earned a tremendous amount of travel rewards. These users seldom used their points to travel via lack of rewards education and lacked knowledge of the opportune destinations afforded to them.

Citi wanted to encourage these card holders to maximize their points and utilize travel to earn even more and increase prestige credit card utilization. Direct mail campaigns that were currently in rotation were doing very little to move the needle and provided very little return on investment. The challenge was to present direct mail pieces that tied into digital marketing and offered an experience exclusive to these card holders to both educate, honor and encourage customers to engage with the direct marketing and in turn provide increased revenue for Citi.

The Goal: Unforgettable

Keeping the target audience top of mind, I set out to design a direct mail piece that would be very difficult to be thrown away upon handling. Holding attention afforded the opportunity for the messaging to resonate and encourage interaction. I researched unique folds, printing techniques and worked hard on pushing the branding beyond status quo so that we could create a special piece that felt like a gift to these customers.

An outer cover with specialty inks and varnishes that felt unique and luxurious also housed a metallic booklet that included spot varnished designs on the inside pages and captivating location and relative imagery, took the piece to another level of marketing. The campaigns offered customers a chance to experience culture and spur the desire to travel via their points.

Delivery

A unique direct mail piece that delivered to engage the user physically and then garnered increaased online engagement became part of an overall campaign that was award winning and that accomplished:

226% increase in transferred points within the first month
42% of redemptions from members who had never redeemed points before
2,768% increase in page visits to the Points Transfer website
134% more page visits in the campaign year compared to the second half of the previous year

Inside product pages utilized compelling copy and photography that told the story of holidays in various parts of the world. Creating a sense of FOMO, card member activity rose as card holders began to purchase items and book trips to destinations featured throughout the direct mail.