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"Air Miles Diwali"
Maple Diversity Communications
"Air Miles Diwali"
Maple Diversity Communications
With Canada becoming more diverse, Air Miles wanted to reach different communities and celebrate their festivals with Air Miles rewards. It set its sights on Diwali, the biggest festival among the fast-growing South Asian population. Working with Maple Diversity, it created “The Air Miles Diwali Festival of Rewards,” a campaign that spanned 10 days and engaged customers as they prepared for the festival through Air Miles rewards and prizes.
Daily Diwali themes were highlighted with prizes – for example, a deep fryer prize was awarded during “Sweets & Snacks Tuesday” – culminating with a grand fnale marked by a mass giveaway. The creative used celebratory colours and motifs such as diyas (lamps) and khandeel (lanterns) and was accompanied by an influencer push involving South Asian nano- and micro-influencers. In just ten days, the Air Miles Diwali Festival of Rewards page attracted 1,200 new members.
Daily Diwali themes were highlighted with prizes – for example, a deep fryer prize was awarded during “Sweets & Snacks Tuesday” – culminating with a grand fnale marked by a mass giveaway. The creative used celebratory colours and motifs such as diyas (lamps) and khandeel (lanterns) and was accompanied by an influencer push involving South Asian nano- and micro-influencers. In just ten days, the Air Miles Diwali Festival of Rewards page attracted 1,200 new members.
Credits
Agency: Maple Diversity CommunicationsChief Creative Officer & Chief Strategy Officer - Jessica Borges
Associate Art Director - Chinmay Nagarkar
Account Supervisor - Prayas Kalani
Client: AIR MILES Reward Program
Marketing Specialist, Rewards Marketing - Rinky Doel
AD, Brand Content & Communications - Kevin Galbraith
Community Management Specialist - Christina Davis