Aer Lingus: Frequent Flier Programme

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ourwork-aerlingus-smallDialogue were credited with developing one of the top Frequent Flyer loyalty programmes in the world. We introduced a sophisticated segmentation plan that allowed for remarkable, relevant experiences for members that ensured powerful advocacy amongst passengers.

We challenged the rules in loyalty marketing. Non participants were removed early so that we could leverage budgets to give amazing experiences to those members that showed the greatest participation. We clearly showed them what they were missing in the next level up.

A series of impactful communications were created based on members known interests. We introduced a number of new loyalty tiers (Elite, Prestige, Gold Circle and TAB) which rewarded passengers for proving greater loyalty to the airline on their most competitive routes.

This programme was a multiple winner of International awards programmes such as the coveted Echos, Caples and Grand Prix’s for superior results and ROI.

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Digital Detox

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Trendwatching suggested at the start of the year that there would be an increase in Digital Detoxing, where people start to switch off their social media accounts and always-on digital devices. Not necessarily for good, but for digital holidays to get away from what can be an overwhelming always-on culture. People say digital detoxing can be as difficult as giving up smoking!

Digital detoxing is said to help people relax, declutter their brains even make you happier! There are apps out there to help to take the plunge like Digital Detox which irrevocably disables your Android phone for a period of time you specify. There are Digital Detox holidays with… “St. Vincent and the Grenadines asking travelers to leave their technology at home as part of their digital-detox vacation package. Included in the package is a pre-mailed guidebook explaining how to function on a trip without technology and features an onsite life coach who provides advice on how not to let technology control one’s life. ” (Source: Forbes)

Closer to home, Kit-Kat in Amsterdam have tapped into the Digital Detox trend with their Free No- Wi-Fi Zone campaign. The idea is simple and taps neatly into the brand promise:

Free WiFi is available everywhere we go. People are constantly online, busy with their electronic gadgets all the time. At Kit Kat, we saw that as an opportunity to give people a break. So instead of offering Free WiFi like every other brand, we created a Free No-WiFi Zone. A big sign with a small WiFi jammer that blocked all signals within a five meter radius. By doing that we encouraged people to read a newspaper, a real book or have a genuine conversation again. All while munching on a Kit Kat.

Conor Byrne
Head of Digital

Truth be Told

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It’s no secret that social media sites are quickly replacing traditional news sources. People want news, and they want it now, as it happens. Social media provides that immediacy that we’ve come to expect, but what happens when we realise the things we read aren’t necessarily the things that actually happened?

Recently, I have begun to notice that I’m more apt to follow news stories via Twitter when I want to stay up-to-date on the most recent information. Last week was no exception as I closely followed the events that took place at the Boston Marathon via Twitter and Facebook. I quickly took note that conflicting stories were being reported by different people. Was there one explosion or two? Was the fire at the JFK Library associated with the events that took place at the finish line of the marathon or was it an isolated event?

The race to report things first has led to many news sources reporting the wrong information. Stories about death tolls, suspects and alleged arrests of those responsible all made their way into my newsfeed last week, and all contained incorrect information. In addition to all of the misleading stories, I was shocked at the amount of pictures and memes that floated around Facebook associated with fallacious stories of things that never happened, all to simply get ‘likes’, ‘shares’ and ridiculous attention.

All of the false reports of an arrest being made 2 days after the attack, caused the FBI to release the following statement:

“Contrary to widespread reporting, no arrest has been made in connection with the Boston Marathon attack,” reads the FBI’s unusual statement.

“Over the past day and a half, there have been a number of press reports based on information from unofficial sources that has been inaccurate,” it continued. “Since these stories often have unintended consequences, we ask the media, particularly at this early stage of the investigation, to exercise caution and attempt to verify information through appropriate official channels before reporting.”

At a time when sharing information has become more popular than ever, it has never been so important to truly take a step back and ask ourselves, “is this information I’m about to share true, honest, and useful to the people I’m about to share it with?”

I, for one, plan to leave the false news stories, conspiracy theories, and useless propaganda to the people who buy into that nonsense and vow to continue using my 140 characters wisely and accurately.

 

Meg Goodrich
Digital Account Executive

One Minute Briefs

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I came across this on Twitter and the name grabbed my attention. So, I checked it out. What is it all about, you ask? Well the premise is, often the first idea you have is the best. So a brief is set and you (anyone in Twitter land) have one minute to work on it! As they say themselves:

The beauty of One Minute Briefs is that the ideas that come out of them can be really, really, shit or really, really, good. But you’ve only spent one minute on it so it’s all good whatever happens.

And if your work gets picked up, you get paid!

We love this approach and actually use it here in Dialogue as part of our innovative creative problem solving solution we offer clients. We call it our first burst, we keep all our first bursts and as we work through our projects we often find something that had energy at that early stage keeps it as we work it through.

Conor Byrne
Head of Digital

Here are some recent One Minute Briefs and examples of the work:

Advertise deodorant
Advertise dentists winner

Twitter Music

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As you have probably heard, twitter has launched a new service, Twitter music with an iPhone app for U.S., Canada, Britain, Ireland, Australia and New Zealand. Through the app, users can find tracks that are popular on Twitter, tracks from emerging artists and tracks that are popular with their friends. They can also check out the music of the artists they follow and the artists that those artists follow.

Twitter launched its music service without striking deals with music companies , they used existing deals the labels have in place with subscription music services, choosing to partner with Spotify and Rdio to allow users to listen to full-length tracks.

Some were left wondering what it was all about. But as Wired pointed out – its simple (and therefore a pretty genius move!)

But really, it’s simple: Twitter Music is all about getting you to spend more quality time with Twitter. It’s about everybody’s favorite buzzword: engagement.

(source: Wired)

Twitter are simply tapping into users behaviour and recognising that users follow musicians and talk and share music a lot on the service, so this is a smart play for them. It also continues to engage musicians and their labels who are likely to invest in advertising on the platform. All in all this is a really interesting move by Twitter and with BBC America partnering with Twitter (for their Doctor Who and Top Gear programmes) the future seems bright for the blue bird.

Conor Byrne
Head of Digital

Too Much, Too Old

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Belonging to a group is important. People of similar interests tend to stick together; whether it’s The Scouts or The Socialists. Me, I always had an attraction to Ska. I guess it was a natural development from my first love of Punk, but Ska came at just the right age for me. I was in awe of these people who milled around the city centre retaining their tough image, but somehow looking so cool and dapper at the same time.

So imagine my delight when in 2011 The Specials announced they were reforming, coming to Dublin and playing at the fantastic Olympia. This wasn’t any old half baked reunion tour (Atomic Kitten, Liberty X, B*Witched et. al – hang your heads in shame), this was a reunion of a movement, an era, a style, a way of life. There have been a few ‘blasts from the pasts’ gigs that I’ve been to that leave you thinking that I wish I hadn’t seen them in that ‘state’ (Stiff Little Fingers bloated lead singer Jake Burns for one), but this gig got me really pumped. This was a ‘must have’.

The night of the gig eventually came and a really strange feeling occurred to me. You know in ‘the films’ when a person experiences a ‘whoosh, whoosh, whooshing’ life flashing in front of their eyes moment, well that’s what happened when I entered the Foggy Dew for a few pre-gig pints. It was as if I had used a time machine and transported myself and the lads back to 1979. I was surrounded by me! The place was packed with the type of people I grew up with and I felt part of it. We all had our ‘uniform’ on (the obligatory Fred Perry classic cut polo shirt), but it was like being part of a huge family.This wasn’t just a gig (which goes without saying was fantastic), it was a movement. It was where I belonged.

So fast forward to Jan 2013, when another Specials gig was announced, same band, same venue, same lads. You would think that the same feelings would be awoken from deep within me? But no! Even The Lads showed no interest. What could cause such a change in tune? THE PRICE! The promoters had out priced and miss-calculated their audience. The first gig was sold out in days without much need to advertise, yet after four months of expensive radio, EDMs and press ads, this one hasn’t. You see, Specials fans are all of a certain age now with responsibilities, so €110 for two tickets (one for me, one for The Rude Girl), plus pints, plus baby sitter, left it out of our price range and I assume many others.

So, I’m sending a message out to you Rudy, stop your messing around and don’t get greedy. Price your product carefully. Look at who you’re selling to. Know the financial restraints of your target demographic and the perceived demand. With people’s pockets feeling the strain and ‘must haves’ now becoming ‘like to haves’, no amount of advertising and promotions could sell a product that the public don’t find good value. So Dublin wise up, or this place, is coming like a ghost town.

Paul ‘Rude Boy’ Gibson
Art Director


The Money Shot

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We had the pleasure of working with a legend and a real gent, Christy O’Connor Jnr, the golf pro, last week. He has such a positive outlook on life and is a true inspiration. With his endearing smileand light-hearted personality, it made the photoshoot fun despite the cold weather! Here are some pictures from the shoot. Look out for our work over the coming months.
Aoife McDonnell
Account Manager

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Almost brought a tear to my eye…..

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If you haven’t already seen the new Dove ad it’s a must see. This ad truly showed me how women view themselves. I know I’ve been guilty of this and a lot of my friends have been looking in the mirror and not liking what they see. I felt myself getting quite emotional when I saw the reactions of the women at the end of the ad. The campaign seemed to have a genuine positive impact on their body image.

Well done to Dove for a truly great ad that encourages women to see the beauty in themselves that others see.

Maybe next time I look in the mirror I may not see those usual flaws…and let’s hope this ad has a positive effect on women out there.

Claire Chatham
Receptionist

Manimal of the Year Unleashed

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Arriving in the UK 30 years ago by means of a cargo-crate mistake, Peperami quickly became a favourite meaty snack of the locals, and hasn’t looked back since. As a way to gain exposure in Ireland, Dialogue helped plan and launch the Peperami Manimal of the Year contest, specifically targeting college-aged men from schools across the country. The contest challenged students to film a 30-second video of themselves acting as manly as they could muster, upload the video onto the customised Facebook app and have their friends and classmates vote for them, rewarding the “Manimal” with the highest number of votes a cool €1000 prize.

Focusing on Facebook and Twitter, a social media strategy was developed using humorous photos, cheeky status updates and a healthy dose of competitive and often sarcastic, encouragement from the infamous ‘Animal’ character associated with the brand. Attempting to reach an even larger audience, we enlisted the help of iRadio and Spin Southwest to perform on-air promotions that featured radio hosts performing manly stunts decided by listeners and “beefed-up” versions of otherwise “wimpy” songs.

The result?

*A distinctive social media presence that continues to attract attention and spark a conversation with new fans throughout Ireland
*A reach that included over 375,000 people on Facebook, alone
*Liked and shared photos (like this one) that engaged over 10,000 users and had over 6,000 people talking about it
*Fun and engaging radio promos (like this one) that played throughout the duration of the contest, rewarding listeners the chance to win an iPad Mini
*Overall, raised product and brand awareness amongst college students in Ireland

Meg Goodrich
Digital Account Executive

Sage: our new radio ads

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For over a decade, Sage Software proudly supports more than 40,000 Irish companies with their business. Sage allows you to run your accounts, payroll and CRM more easily and efficiently, no matter what size your business is. The Dialogue Network have brought this to life with their new brand awareness radio campaign on air from April. Tactical radio campaigns will be rolled out in the Spring and Summer.

30 day trial
Business Success
Business Never Sleeps

Aoife McDonnell
Account Manager