The Brief

Philips Lighting launched a loyalty program – Club Blue – aimed at providing product information, special offers from aligned wholesalers and loyalty rewards.

The Approach

We undertook an extensive on-boarding campaign – contacting electrical tradies throughout QLD, NSW, VIC & ACT to introduce the program, invite participation (SMS) and follow-up to gauge feedback. As part of the on-boarding, contacts provided their preferred wholesaler details – allowing targeted wholesaler/tradie offers to be shared.

The Results

With a dedicated group of local telemarketers, who enjoyed the cut to the chase attitudes, or the drawn out discussions that provided invaluable feedback, the campaign was incredibly successful and overachieved the expectations of Philips Lighting.

The outbound activity to more than 5000 electrical tradies had a 30.6% Club Blue program on-boarding result.

The market intelligence gathered and the wholesale preferences of the electrical tradies called was priceless insights for future marketing activities.