Finnair Plus communication concept
— from meaningless monologue to value creating dialogue

In 2015 we worked closely together with Finnair's loyalty program Finnair Plus on renewing the program and as a part of that, created a new communication concept for the program. 

Our starting point was a situation where Finnair Plus members felt that the program no longer was relevant or useful to them. We started working towards a more engaging way of communicating and loyalty affecting choices and traveling in ways that are more complex than simply collecting points. We wanted to achieve strong personalisation and understanding on what drives our customers. Thus, we analysed our target groups thoroughly and created personas based on the gathered information and behavioural knowledge.

We created a new dialogue concept in which we defined the target groups and the type of content that was sent to each different target group. As a first implementation the Finnair Plus email newsletters got a fresh, new look&feel and tone of voice. A modular structure was designed to work seamlessly together with the existing automation model and to make it possible for Finnair Plus to be relevant and targeted in a completely new way. A huge bunch of inspiring imagery was produced and it plays a vital part in the communications. 

During the pilot phase we got to see fantastic results all the way from opening percentage and click through rate to actual revenue gain.

Client: Finnair
Role: Art Director & Concept Designer