How do we change the behaviour of Air Miles collectors (ages 40-50) so that they keep the loyalty card top of mind while making everyday purchases?  

The campaign was built on two key points that our team found in our research:

• "Gen X'ers have survived turbulent times and are looking for the best value for their dollar."

• "75% of Gen X'ers say they review flyers and promotions before shopping."​

Our solution, "Plan Ahead. Get Ahead." is based on the insight that Gen X'ers don't like putting all their eggs in one basket. They believe in making smarter monetary choices today, that will pay off tomorrow.