Air Miles - Jealous of Miles

“Create an experience to show how simple and easy it is to redeem miles for merchandise.”

AIR MILES wanted something irreverent and unexpected. What we developed was a surprise to many, and a delight to AIR MILES. We created a character named “Miles”, and his neighbours, then we exposed their simmering envy. We called the campaign, Jealous of Miles.

We wanted to create something that would poke at the question of why some people always seem to have the upper hand, and that’s ‘Miles’. Although we never actually see him, that’s part of the charm. We meet him through the video recollections of his friends and neighbours — each of whom is somewhat bemused by the simple things he does to accumulate wealth through the AIR MILES Reward Miles program.

In early 2008, we expanded the “Jealous of Miles” program to include a contest component, called “Make Like Miles”. In it, visitors were challenged to answer a number of time-based skill-testing questions based on the original “Jealous of Miles” experience. In fact, it also became part of an integrated off-line CRM campaign that targeted inactive “passive” users. Successful contestants had the chance to earn up to 10,000 AirMiles Reward Miles... and score, just like Miles!