The Brief

Despite a large member base, IHG’s loyalty card program in China, Priority Club Rewards (PCR) has suffered from low levels of engagement with many members having signed up to the program and stayed only once. Even the best customers in China carried relatively low points balances than those in other markets. Research had shown us that members in China were looking for more immediate benefits rather than points-based rewards, and so this Mobile Widget was developed to test the concept of providing other member rewards in order to increase member engagement.

Creative Execution

The application was developed to engage customers by offering something of real value to the frequent traveler and engage them in an ongoing relationship with the brand beyond what is usually possible with a loyalty card. • IHG hotel directory with Click to Call function • Currency converter, customizable & always up to date • World Clock, with multiple zone options • Packing list • Virtual Loyalty Card – store your PCR number and up to 10 other card numbersExtensive PCR branding provided constant presence on their phone, and succeeded in taking the brand from “the wallet to the hand”.

Describe the creative solution to the brief/objective.

China is the world’s largest mobile market. However, there was no mobile application available in the market that was targeted towards the frequent traveler and offered a similar level of functionality to the mobile programs the traveler was likely to be using in their every day life. We therefore believed that IHG was ideally placed to own this space and we used the tool to increase member engagement: Instead of PCR being simply another loyalty card in their wallet, it became a daily accessed tool on their mobile phone – and a constant reminder to stay at IHG hotels.

Results

Since it’s launch PCR Travel Assistant has been downloaded by over 3,000 members. However, a more meaningful measure of the success is the engagement level that has been established with this group. In a first for IHG, In February 2009, an outbound SMS was sent to everyone who had downloaded the widget, announcing a 72-hour sale of hotel rooms in China. Over 10% of the recipients immediately made a room booking – a record response rate for any direct communication IHG has ever run, anywhere! And with the low cost of SMS, this gave an ROI of 200:1.