14 February 2012

IKI: loyalty card MYLIMIAUSIA, uniting six partners

On the evening before Valentine’s Day two mysterious green hearts appeared by Vilnius’ main river Neris, and on Tauras hill. Also, on Valentine‘s morning an enormous green heart with the inscription MYLIMIAUSIA (the most loved one) appeared in the city’s main street, Gediminas Avenue… This marked the launch of the new loyalty card MYLIMIAUSIA.
IKI: loyalty card MYLIMIAUSIA, uniting six partners
SITUATION
Six partners (IKI, Senukai, Čili, Gintarinė Pharmacy, Statoil and SEB bank) united to launch a joint loyalty card MYLIMIAUSIA, integrating their everyday services and discounts. When VRP H+K joined the Project team, there was only one week left till the launch.


SOLUTION
 VRP H+K proposed to communicate a nontraditional loyalty card with nontraditional means. Consequently the two green hearts nearby the river Neris and on the Tauras hill appeared on Valentine’s eve. On Valentine‘s morning an enormous green heart with the inscription MYLIMIAUSIA (the most loved one) appeared in the city’s main street – Gediminas Avenue. VRP H+K organized an event for passers-by: an inquiry about the number of loyalty cards in their wallets was proposed and carried out. Every action was intensively communicated in traditional media, social networks, ‘public voice’ channels, etc..


RESULT
37 publications appeared during the campaign, 22 of them were illustrated with a green heart and the inscription MYLIMIAUSIA, and all the partners were mentioned in 12 of them. Just two months after the launch, the MYLIMIAUSIA loyalty card already had 0.5 million users. 
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