Payback targets high Olympics profile
The German multi-partner loyalty scheme Payback says it is running the biggest marketing campaign it has ever mounted to tie in with the Olympics.
The programme, which started eight years ago – is staging a TV commercial campaign for the “Collect gold points” campaign which will run before and during the Games in Beijing.
The Payback TV commercial started some days before the opening of the Games – on ARD, ZDF and the major private channels. It shows the familiar image world combined with pictures of great Olympic achievements. From 8 August, the bonus programme sponsored the Olympic Games TV coverage together with the energy group Eon and the Sparkassen Finance Group on ARD and ZDF.
Payback will be represented on RTL with a medal presentation and a special split screen advertising format. The BILD newspaper will provide readers with daily updates in the form of the “BILD medal table”, showing how many points they can collect from participating partner companies. With every gold medal that the German athletes win in Beijing, Payback will multiply the points on purchases.
Payback was established in March 2000 and over 60% of German households have a Payback card. According to an Emnid study, the card is the third most common card, after health insurance and EC payment cards.
The programme sends out 96 million direct mailings and 140 million e-mail newsletters a year and its brand is represented in 8,000 partner stores.