The Sun: Sun Savers

The Sun, a British newspaper, increased sign ups and spend in the UK by launching an online community that allowed people to share tips in getting the best value for money.

Campaign details

As print circulations declined, The Sun needed to protect sales.

At the same time they needed to build a base of customers on whose data they could build future business

Strategy

The campaign sought to create a digital loyalty scheme to incentivise existing print readers to maintain their buying habit.

But beyond rewarding readership, it sought to help The Sun to get to know previously anonymous casual readers.

This would enable registration and engagement in dialogue around new content, products, services and opportunities to monetise: Retention meets data play.

To overcome consumers' loyalty scheme fatigue there was a...

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