




Marketing Campaign on Magazines – Reward Customers with Virtual Premium
Circle K 「OK網路賞」
“OK網路賞” is a fresh and exciting “Mobility”-centric retail interactive marketing and sales campaign for a product with over 1.5 million sales transactions per month. This program is designed and geared towards encouraging and promoting wireless data usage amongst Circle K shoppers. We are tying commerce (250+ store-wide convenience outlets) to content (support from many FMCG big name brands with virtual products and coupon redemption and special premiums).
The Program
Circle K Convenience Stores (HK) Limited has launched a marketing campaign -- “OK網路賞” for its magazine sales and promotion. During the campaign period, customers who buy any magazines at Circle K stores will be given a Premium Card (the current reward program is giving out tissue packs) which will entitle the customers to redeem various premium gifts either through the web portal (www.ok-fun.com) or from a mobile application (downloaded and installed onto the users’ handsets).
Duration
- Premium card distribution period: Apr 30 – Jun 10, 2007
- Premium download availability period: Apr 30 – Jun 30, 2007
Customer Requirement
- Innovative reward mechanics, more advanced and flexible than the traditional physical premiums giveaway premiums
- Attract & capture new generation customers (younger and going online)
- Offering a wider range of premium selections to differentiate from competitors
- Able to easily link up with different business partners to do joint promotions
Achievements
- Developed a First-in-the-Market innovative virtual premium platform for retail chain store
- Created an out-of-store mobile and Internet platform for customers’ easy access to select and redeem rewards 24 X 7
- Tailor-made a mobile application as a convenience means for customers to browse, make selection and enjoy the redemptions anytime, anywhere via own mobile device
- Capture valuable customers’ information for Circle K to better its products, services and premiums in the future
Market Recognition
Industry Award – Hong Kong ICT Awards 2007


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Innovative Aspects

Product and Service Features
- A virtual premium redemption platform, including mobile and web interfaces production, for user registration, points accumulation, redemption mechanics and logistic, transaction history, etc.
- A web-based management tool for premium management, transaction records, customer support and CRM reporting
- Production of Mobile Games with convenient point submission function (winners get daily or weekly prizes)
- Developed a RSS Feed Reader for users to view bookmarked news headlines and weather reports
- Subscription-based service for weekly magazine content to be viewed on mobile devices
- Provided online media planning and buying service for the client
- Day-to-day Operation of the platform and premium gifts
- Technical Support Hotline for answering customer enquiries
- Premium and content partners sourcing and liaison
- Reporting and data analysis