DET GIVER POINT AT FORUDSIGE SINE FLYTURE

1

RELATIONSHUSETGEKKO

Planlægning betaler sig - både for SAS og de rejsende

Målgruppen: Målgruppen var i alt 1.344.882 EuroBo-nus-medlemmer fra Danmark (303.799), Finland (11.061 + 107.456, hvor før-ste gruppe får kommunikation på finsk-svensk og anden på finsk), Norge (243.309), Sverige (495.776) samt med-lemmer fra international permission da-tabase (183.481).

Målet: • At få i gennemsnit 5 % af de invite-

rede EuroBonus-medlemmer til at tilmelde sig aktiviteten på det tilhø-rende kampagnesite - og overgå sign up for 2009 aktiviteten med mini-mum 10 %.

• Kampagnen skal generere et 2-cifret millionbeløb (SEK) i ekstra revenue i 2010 - et revenue der skal ligge mini-mum 10 % over 2009 kampagnen.

• Ambitiøst mål for ROMI: minimum 8 (mod en ROMI på 6,6 i 2009)

StrAtegien:At få EuroBonus-medlemmerne til aktivt at involvere sig i egen rejseadfærd og sætte EuroBonus-belønningen i relation til egne rejseplaner. Vi ved fra kampag-nen i 2010, at dette øger rejsefrekvensen og motiverer til en øget buy-up adfærd, dvs. at flere vælger Economy Extra/Busi-ness frem for Economy billetter

Konceptet:

SAS definerer antallet af point pr. retur-rejse pr. billettype, og forholdet mellem rejse og belønning er 100 % synligt.

Respondenten skal planlægge antal rejser og billet-typer i en 4 mdrs. periode. Point uddeles ifth. om plan pr. billettype reali-seres.

Præmissen er, at man får præcis det lo-vede antal point, hvis ens plan realiseres. Ved flere rejser end planlagt, får man kun point for det planlagte antal rejser. Rejser man mindre end planlagt, får man ingen ekstra point (men stadig normale bonuspoint for rejsen). Dvs. vi tilskynder en øget rejseadfærd uden at SAS kom-mer til at udbetale ekstra EuroBonus-point!

SAS Plan your Points

KAMpAgneflow

invitAtion e-MAil reMinder e-MAil KAMpAgneSite BeKræftigelSeS e-MAil tilhørende 1 SideS weBSite Slut MAil

Scandinavian Airlines © 2009

Plan ahead and earn EuroBonus Extra points to top up your existing 48.000 points. What are your travel plans between May 1 and August 31?

Plan your points and see where it can take you

I’ll fly pretty much as usual.

I’ll save more time and earn more points

I’ll set my own plan

Earn

11,000Extra points

View plan Accept plan

Earn

26,000Extra points

View plan Accept plan

Earn

?Extra points

Make plan

plan

your

pointsDear John

About this campaign

Inspire me to use my points Inspire me to use my points

MidtvejS-MotivAtionS

e-MAil

Scandinavian Airlines © 2010

Optjen EuroBonus-point mellem dine flyvninger

Særtilbud: Optjen1000 EuroBonus-point, hver gang du bruger 500 kr.

Congratulations. You have now earned 2,100 EuroBonus Extra points Dear <First name>The Plan Your Points campaign is over. You stuck to our plan and we are happy to give you the positive result:

Once again, thank you for participating. We look forward to reading your answers to the survey and of course to seeing you onboard again soon.

Best regards<Name Surname><SAS regional name>

Economy

Economy Extra and Business

Sign up bonus

EuroBonusExtra points total

Here is how your EuroBonus account looks today: Your current Eurobonus account 14,000 pointsNumber of Extra points earned 2,100 pointsTotal number of EuroBonus points 16,100 points

If you need inspiration on how you can use your points, try the MatchMe service. Or if you know where to go - just start booking.Go to SAS MatchMeBook award travel now >

How did you like the Plan Your Points campaign? We would highly appreciate if you use 2 minutes to answer a short survey.

Your opinion will help and inspire us when devel-oping future EuroBonus campaigns. Campaigns enabling you to earn extra points on top of the points you get from flying SAS.

Answer and win 10.000 Extra points

2,000 2,00044

4,000 0

100

12

Planned return trips

Possiblepoints

Realizedreturn trips

Extra points earned

plan your

points

Inspiration on how to use points? Win 10.000 EuroBonus Extra points

2,100+

Synergi til-maSSekommunikation

Kampagnen har synergi til den masse-kommunikations-

kampagne, der blev udrullet i samme periode i hele Skandina-

vien med særligt stort medietryk i Sverige og Norge. Kampagnen

fokuserede på ”bløde” budskaber om, hvordan rejser med SAS giver mere tid til de vigtige ting i livet. Grafisk var kampagnen helt enkel med tegnede grafikker/ikoner. Denne identitet spejlede vores

kampagne med det tegnede Plan Your Points kampagne-ikon.

rOMi På 8,3 Og 2-cifret MilliOnbeløb i ekstra revenue var højere end Planen- så det betaler sig at lade kunderne planlægge deres egne rejser med SAS

2

RELATIONSHUSETGEKKOSAS Plan your Points

KAMpAgneflow

invitAtion e-MAil reMinder e-MAil KAMpAgneSite confirMAtion e-MAil tilhørende 1 SideS weBSite Slut MAil

Scandinavian Airlines © 2009

Plan ahead and earn EuroBonus Extra points to top up your existing 48.000 points. What are your travel plans between May 1 and August 31?

Plan your points and see where it can take you

I’ll fly pretty much as usual.

I’ll save more time and earn more points

I’ll set my own plan

Earn

11,000Extra points

View plan Accept plan

Earn

26,000Extra points

View plan Accept plan

Earn

?Extra points

Make plan

plan

your

pointsDear John

About this campaign

Inspire me to use my points Inspire me to use my points

MidtvejS-MotivAtionS

e-MAil

Scandinavian Airlines © 2010

Optjen EuroBonus-point mellem dine flyvninger

Særtilbud: Optjen1000 EuroBonus-point, hver gang du bruger 500 kr.

Congratulations. You have now earned 2,100 EuroBonus Extra points Dear <First name>The Plan Your Points campaign is over. You stuck to our plan and we are happy to give you the positive result:

Once again, thank you for participating. We look forward to reading your answers to the survey and of course to seeing you onboard again soon.

Best regards<Name Surname><SAS regional name>

Economy

Economy Extra and Business

Sign up bonus

EuroBonusExtra points total

Here is how your EuroBonus account looks today: Your current Eurobonus account 14,000 pointsNumber of Extra points earned 2,100 pointsTotal number of EuroBonus points 16,100 points

If you need inspiration on how you can use your points, try the MatchMe service. Or if you know where to go - just start booking.Go to SAS MatchMeBook award travel now >

How did you like the Plan Your Points campaign? We would highly appreciate if you use 2 minutes to answer a short survey.

Your opinion will help and inspire us when devel-oping future EuroBonus campaigns. Campaigns enabling you to earn extra points on top of the points you get from flying SAS.

Answer and win 10.000 Extra points

2,000 2,00044

4,000 0

100

12

Planned return trips

Possiblepoints

Realizedreturn trips

Extra points earned

plan your

points

Inspiration on how to use points? Win 10.000 EuroBonus Extra points

2,100+

InvItatIon tIl deltagelseVi inviterer EuroBonus-medlemmerne til at planlægge deres rejser med SAS de næste 4 måneder. Vi viser, hvor mange point man kan optjene ekstra ved at flyve som man plejer. Og hvor mange flere point, der er at hente ved at flyve på fleksible billetter.

kOncePtet: Planlæg dine rejser Og det antal eurObOnus POint, du vil OPtjene

Scandinavian Airlines © 2009

Plan ahead and earn EuroBonus Extra points to top up your existing 48.000 pointsWhat are your travel plans?

Plan your points and see where it can take you

I’ll fly pretty much as usual.

I’ll set my own plan

Earn

26,000Extra points

View plan Accept plan

Earn

?Extra points

Make plan

plan

your

points

Inspire me to use my points

Scandinavian Airlines © 2009

Plan ahead and earn EuroBonus Extra points to top up your existing 48.000 points. What are your travel plans between May 1 and August 31?

Plan your points and see where it can take you

I’ll fly pretty much as usual.

I’ll save more time and earn more points

I’ll set my own plan

Earn

11,000Extra points

View plan Accept plan

Earn

26,000Extra points

View plan Accept plan

Earn

?Extra points

Make plan

plan

your

pointsDear John

About this campaign

Inspire me to use my points Inspire me to use my points

remInder maIl Gentagelse af aktivitetets-budskabet. Klar call to action med deadline for at fremskynde respons.Alle knapper fører til aktivitetens landing page.

landIng page Vi har 2 overordnede segmenter; EB-medlemmer der hidtil kun har fløjet Economy. Og EB-medlemmer der også eller udelukkende flyver Economy Extra/Business. Første gruppe eksponeres for 2 forslag til planer: det antal point du kan tjene, hvis du flyver som du plejer (= på Economy), og det antal point du kan tjene, hvis du vil spare mere tid og tjene flere point (= på Economy Extra/Business). Dvs. vi allerede her til-skynder til en buy up adfærd.

De, der allerede rejser på Economy Extra/Business får kun et forslag til plan, baseret på rejser med de fleksible billetter.

3

RELATIONSHUSETGEKKOSAS Plan your Points

Scandinavian Airlines © 2009

Plan ahead and earn EuroBonus Extra points to top up your existing 48.000 points. What are your travel plans between May 1 and August 31?

Plan your points and see where it can take you

I’ll fly pretty much as usual.

I’ll save more time and earn more points

I’ll set my own plan

Earn

11,000Extra points

View plan Accept plan

Earn

26,000Extra points

View plan Accept plan

Earn

?Extra points

Make plan

plan

your

pointsDear John

About this campaign

Inspire me to use my points Inspire me to use my points

Scandinavian Airlines © 2009

Plan ahead and earn EuroBonus Extra points to top up your existing 48.000 pointsWhat are your travel plans?

See where this plan can take you See where this plan can take you Plan your points and see where it can take you

I’ll fly pretty much as usual.

I’ll save more time and earn more points

I’ll set my own plan

Earn

11,000Extra points

View plan Accept plan

Earn

26,000Extra points

View plan Accept plan

Earn

?Extra points

Make plan

plan

your

pointsClose window

The 11.000 Extra points plan is based on your previous travel behaviour with SAS. To fulfil the plan and get the Extra points reward, you must commit to and fly:

3 return trips in Economy

Fly as usual to fulfil the 11.000 Extra points plan

Earn

11,000Extra points

Close Accept plan

You will of course also earn normal EuroBonus points on all flights with SAS, Blue1 and Widerøe.

Click “Accept Plan” if you believe you can fulfill this plan Close window to see other plan or set your own

About this campaign Scandinavian Airlines © 2009

Plan ahead and earn EuroBonus Extra points to top up your existing 48.000 pointsWhat are your travel plans?

See where this plan can take you See where this plan can take you Plan your points and see where it can take you

I’ll fly pretty much as usual.

I’ll save more time and earn more points

I’ll set my own plan

Earn

11,000Extra points

View plan Accept plan

Earn

26,000Extra points

View plan Accept plan

Earn

?Extra points

Make plan

plan

your

pointsClose window

The 26.000 Extra points plan is based on the frequency of your previous travels with SAS but with an upgrade to the flexible ticket types Economy Extra or Business.

3 return trips in Economy Extra or Business

Why do Economy Extra and Business tickets save me time to do the things I really care for? Read more

Upgrade your tickets to fulfil the 26,000 Extra points plan - and save more time on your trip at the same time

Earn

26,000Extra points

Close Accept plan

You will of course also earn normal EuroBonus points on all flights with SAS, Blue1 and Widerøe.

Click “Accept Plan” if you believe you can fulfill this plan Close window to see other plan or set your own

Scandinavian Airlines © 2009

Plan ahead and earn EuroBonus Extra points to top up your existing 48.000 pointsWhat are your travel plans?

See where this plan can take you See where this plan can take you Plan your points and see where it can take you

I’ll fly pretty much as usual.

I’ll save more time and earn more points

I’ll set my own plan

Earn

11,000Extra points

View plan Accept plan

Earn

26,000Extra points

View plan Accept plan

Earn

?Extra points

Make plan

plan

your

points

Close window

Your existing EuroBonus point as per <date> 48,000Extra points if you fly as planned 26,000Total number of EuroBonus points for use 74,000

This amount of points matches award travels like e.g. these:

26.000 Extra points open new possibilities for award travels

Barcelona ParisStockholm

You will of course also earn normal EuroBonus points on all flights with SAS, Blue1 and Widerøe.

Scandinavian Airlines © 2009

Make your own travel plan and set your Extra points reward

48,000 11,000 59,000

Your existing EuroBonus point as per <date>

Number of Extra points planned

Total number of EuroBonus points if your plan succeeds

Barcelona ParisStockholm

Accept plan

Click “Accept Plan” if you believe you can fulfill this plan

How many trips are you planning on flying between <date> and <date>? Mix destinations and ticket types to match your plan. By upgrading to Economy Extra and Business you earn Extra points faster – and you save time on your trip with SAS’ many time-saving features and services.

Return trips Ticket type Per return trip Extra Points Total

3 Economy 1,000 11,000

0 Economy Extra or Business 3,000 0

Total number of Extra point if plan is fulfilled 11,000You will of course also earn normal EuroBonus points on all flights with SAS, Blue1 and Widerøe.

With this amount of points you are close to award flights like these:

Scandinavian Airlines © 2009

Ready to commit to and submit your plan?

Return trips Ticket type EuroBonus Extra points Total

X Economy X,000 X Economy Extra or Business X,000

Total number of Extra point if plan is fulfilled XX,000

If you believe this is a sound plan, click “Submit plan” and your flights the next 4 months will enter into our EuroBonus points calculation.

The stated Extra points will be transferred to your EuroBonus account if you fly the number legs to the specific destination areas on the planned type of tickets in the period <date> and <date>, 2010. If you fly less than predicted, you will of course still get the normal EuroBonus points awarded for the specific flights but unfortunately no Extra points. If you fly more than predicted, you will be rewarded the number of Extra points related to your given plan.

Submit plan Adjust plan

See example of reward calculation

Sum up. Your travel plan from <date> to <date>

Sum up page

plan

your

points

pop up vIndue ved klIk på ”see where thIs plan can

take you”Her vises respondentens eksisterende EB-pointstatus + mulige point ved at flyve som planlagt = 3 eksempler på mulige bonusrejser, hvis planen gennemføres.

pop up vIndue ved klIk på vIew planHer forklares hvor mange returrejser antallet af point er ba-seret på - og at antallet er rejser er baseret på respondentens tidligere rejseadfærd. Man kan nu acceptere planen - eller lukke vindue og lave egen plan.

landIng page = sas’ forslag tIl personlIg rejseplan 2 versioner: Èn til respondenter med eksisterende Ecomony Extra/Business adfærd. Og én til respondenter med Economy adfærd, hvor de eksponeres for muligheden for at opgradere til Ecomony Extra/Business og derved tjene flere point - og spare mere tid pga. de USP’er der er indbygget i de fleksible billetter.

”make your own plan” sIdeHer kan respondenten selv sætte antallet af rejser på de 2 billettyper og straks se, hvordan valget påvirker pointoptje-ningen. Man kan se sit eksisterende pointantal og hvordan det påvirkes, hvis planen gennemføres - og hvilke bonusrejsemål der så bliver mulige.

pop up vIndue ved klIk på vIew plan I buy up boksen

”I’ll save more tIme and earn more poInts”Budskabet er kun til respondenter, der normalt kun flyver Eco-nomy: ved at opgradere til fleksible billetter optjenes flere point og der spares tid på rejsen. Nu kan man acceptere planen, lægge egen plan - og læse om fordele ved fleksible billetter.

sum up sIde Her opsummeres respondentens valg - og her ender man, hvis man har klikket Accept Plan tidligere. Sidste mulighed for at ændre planer.

4

RELATIONSHUSETGEKKOSAS Plan your Points

KAMpAgneflow

invitAtion e-MAil reMinder e-MAil KAMpAgneSite confirMAtion e-MAil tilhørende 1 SideS weBSite Slut MAil

Scandinavian Airlines © 2009

Plan ahead and earn EuroBonus Extra points to top up your existing 48.000 points. What are your travel plans between May 1 and August 31?

Plan your points and see where it can take you

I’ll fly pretty much as usual.

I’ll save more time and earn more points

I’ll set my own plan

Earn

11,000Extra points

View plan Accept plan

Earn

26,000Extra points

View plan Accept plan

Earn

?Extra points

Make plan

plan

your

pointsDear John

About this campaign

Inspire me to use my points Inspire me to use my points

MidtvejS-MotivAtionS

e-MAil

Scandinavian Airlines © 2010

Optjen EuroBonus-point mellem dine flyvninger

Særtilbud: Optjen1000 EuroBonus-point, hver gang du bruger 500 kr.

Congratulations. You have now earned 2,100 EuroBonus Extra points Dear <First name>The Plan Your Points campaign is over. You stuck to our plan and we are happy to give you the positive result:

Once again, thank you for participating. We look forward to reading your answers to the survey and of course to seeing you onboard again soon.

Best regards<Name Surname><SAS regional name>

Economy

Economy Extra and Business

Sign up bonus

EuroBonusExtra points total

Here is how your EuroBonus account looks today: Your current Eurobonus account 14,000 pointsNumber of Extra points earned 2,100 pointsTotal number of EuroBonus points 16,100 points

If you need inspiration on how you can use your points, try the MatchMe service. Or if you know where to go - just start booking.Go to SAS MatchMeBook award travel now >

How did you like the Plan Your Points campaign? We would highly appreciate if you use 2 minutes to answer a short survey.

Your opinion will help and inspire us when devel-oping future EuroBonus campaigns. Campaigns enabling you to earn extra points on top of the points you get from flying SAS.

Answer and win 10.000 Extra points

2,000 2,00044

4,000 0

100

12

Planned return trips

Possiblepoints

Realizedreturn trips

Extra points earned

plan your

points

Inspiration on how to use points? Win 10.000 EuroBonus Extra points

2,100+

Scandinavian Airlines © 2010

Optjen EuroBonus-point mellem dine flyvninger

Særtilbud: Optjen1000 EuroBonus-point, hver gang du bruger 500 kr.

Congratulations. You have now earned 2,100 EuroBonus Extra points Dear <First name>The Plan Your Points campaign is over. You stuck to our plan and we are happy to give you the positive result:

Once again, thank you for participating. We look forward to reading your answers to the survey and of course to seeing you onboard again soon.

Best regards<Name Surname><SAS regional name>

Economy

Economy Extra and Business

Sign up bonus

EuroBonusExtra points total

Here is how your EuroBonus account looks today: Your current Eurobonus account 14,000 pointsNumber of Extra points earned 2,100 pointsTotal number of EuroBonus points 16,100 points

If you need inspiration on how you can use your points, try the MatchMe service. Or if you know where to go - just start booking.Go to SAS MatchMeBook award travel now >

How did you like the Plan Your Points campaign? We would highly appreciate if you use 2 minutes to answer a short survey.

Your opinion will help and inspire us when devel-oping future EuroBonus campaigns. Campaigns enabling you to earn extra points on top of the points you get from flying SAS.

Answer and win 10.000 Extra points

2,000 2,00044

4,000 0

100

12

Planned return trips

Possiblepoints

Realizedreturn trips

Extra points earned

plan your

points

Inspiration on how to use points? Win 10.000 EuroBonus Extra points

2,100

e-maIl mIdtvejs I kampagneperIoden Reminder om, at kampagneperioden er halvvejs og repetition af respondentens plan.Vi involverer respondenten ved at bede ham/hende gætte på, hvor tæt på at realisere planen han eller hun er.

status websIdeHer kan respondenten se, om han/hun gættede rigtigt. Og se en status på antallet af gennemfør-te flyvninger pt holdt op mod de planlagte flyv-ninger. Link til booking fremhævet i grafik boks.

slut-maIl med InvItatIon tIl surveyMail med individuel status på gennemførsel af planen. Invitation til deltagelse i survey for at evaluere aktiviteten. Inspiration til brug af op-tjente bonuspoint via link til MatchMe service, EuroBonus webshop samt booking site

fOllOw uP Mails MOtiverer til at genneMføre Planen - og inspirerer til brug af de optjente point

5

RELATIONSHUSETGEKKO

rOMi På 8,3 Og 2-cifret MilliOnbeløb i ekstra revenue var højere end Planen- så det betaler sig at lade kunderne planlægge deres egne rejser med SAS

god respons = høj InvolverIng• Invitation + remindere har en gnsn. åbningsrate på 27,5 % og

en klik videre rate på gnsn. 8 %.

• 6 % af målgruppen laver en plan for rejser med SAS de næste 4 mdr.

flere mIllIoner sek I ekstra revenue• Målet om et 2-cifret millionbeløb i SEK i overordnet ekstra

revenue er indfriet – med index 112 i forhold til 2009 kam-pagnen.

• Kampagnen havde en god ROMI på 8,3 (målet var 8).

kampagnen har skabt øget rejseadfærd• 42,5 % har fløjet mere end SAS’ estimat baseret på medlem-

mets tidligere rejseadfærd.

• 59 % har fløjet mere, end de selv har planlagt.

• 6,5 % har valgt at opgradere fra deres normale Economy- billetadfærd og har fløjet på de dyrere Economy Extra og Business billetter.

topkarakter fra de deltagendeAnalysen, der afrundede kampagnen viste:

• 57 % gav Plan Your Points kampagnen karakteren 4 eller 5. (5 = maksimum).

• 74 % vil helt sikkert eller højst sandsynligt deltage i lignende kampagner fremover.

plan your poInts kampagnen gav sas den InternatIonale loyalty 2011 prIs• Det er en pris, der uddeles på en årlig international

konference om loyalitet i rejsebranchen. • SAS vandt for kampagnens evne til at styrke brugen af

loyalitetsprogrammet EuroBonus.