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MPO - Macro Polo Club

Gamification Campaign

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Marco Polo Club is the loyalty programme of Cathay Pacific that is designed to reward their most valuable customers with benefits and services that enhance their travel experience. In order to evaluate customer expectations & support programme proposition development, we have using the gamification strategy to turn a boring survey into an interesting personality test. Member will get their traveler profile and able to enter the lucky draw by the joining this test.

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OVERVIEW
CHALLENGE

To learn about the user's behavior and travel personality is a critical factor to enhance customer experience and member's engagement to the brand.  Traditional survey or questionnaire is not welcoming by customer. So the gamification approach is introducing to the client.

GOAL
  • To evaluate customer expectations & support programme proposition development

  • Initiate predictive modeling to create relevant & effective contact strategy

  • Formulate member dialogue to enhance customer engagement

RESULTS

9900 targeted MPO members completed full survey

18,450 Total participation

Successfully ascertained “Existing undesired privileges”

Identified #1 Desired Benefit : “Upgrade e-voucher”

DESKTOP LAYOUT
MPO_Game_Home
MPO_Game_Question0
MPO_Game_Question1Selected
MPO_Game_Question5
MPO_Game_Question7
MPO_Game_Question4
MPO_Game_Question2
MPO_Game_Question3
MPO_Game_Question9
MPO_Game_Question8
MPO_Game_Question10_Benefits_Valuation_B2
MPO_Game2_Other-Frequent-Flyer
MOBILE LAYOUTS
MPO_Game_Mobile_Homepage
MPO_Game_Mobile_Question0
MPO_Game_Mobile_Question1
MPO_Game_Mobile_Benefit_Valuation1
MPO_Game_Mobile_Benefit_Valuation2
MPO_Game_Mobile_Menu
MPO_Game_Mobile_Thankyou
MPO_Game_Mobile_LuckyDraw2
MPO_Game_Mobile_Personality_Result
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