Mobile loyalty card app with enhanced functionality

Brief

Varsity wanted to enhance its brand proposition by offering a digital version of the VCard which would:

• give customers the convenience of a mobile VCard that they can’t lose
• increase the data from customers registering VCards

Red Ant strategy

• Develop a Virtual VCard for iPhone
• Match key customer demographic – unusually high percentage of iPhone owners, who desire apps
• Maximise conversion of VCard registrations to data captured
• Replicate the feel of the physical VCard as closely as possible
• Offer extra functionality unique to the platform to encourage the download
• Offer new advertising channel through App Store
• Increase awareness of events and promotions

Tactics

• VCard registration is built into the app so every card sold is data captured
• Delivers feeds for events and promotions straight to the phone
• Increased convenience with bar finder and full pub menu and order jotter system
• Fun random drink feature keeps users coming back
• Turned around in less than 2 months to launch before Freshers’ Week