El Al and Yellow Partner for New Loyalty Program
Translated & summarized from Ice by baba
El Al's "Frequent Flyer Club" and the Yellow convenience store chain have partnered to allow customers to earn flight points through the Yellow app. Purchases made via the app will earn one "Frequent Flyer" point for every 5 shekels spent, with Fly Card holders eligible for double points. The campaign, which uses AI and a popular song, aims to connect everyday purchases with travel rewards. The collaboration was noted for its smooth production process and positive reception on social media.
The story in 6 lines · by baba
- El Al's "Frequent Flyer Club" and Yellow chain are partnering to earn flight points.
- Customers earn one "Frequent Flyer" point for every 5 shekels spent via the Yellow app.
- Fly Card holders can receive double points or more by linking their credit card to the Yellow app.
- The campaign uses AI technology and the song "Shopping List" to promote the partnership.
- Social media engagement included a takeover of a travel blogger's Instagram account.
- The slogan "Whoever dares, wins" was a memorable quote from the campaign production.
El Al's "Frequent Flyer Club" and the Yellow convenience store chain, part of the Paz group, have launched a strategic collaboration allowing customers to earn points for flights. Through the Yellow app, users can accumulate "Frequent Flyer Club" points from fuel purchases, recharges, and supermarket shopping. For every 5 shekels spent via the Yellow app, one "Frequent Flyer" point will be awarded, starting from the first shekel.
Members of El Al's "Frequent Flyer Club" who hold a Fly Card can link their credit card to the Yellow app for double points accumulation, or more, depending on their card's specific accrual rate. To promote the campaign, the McCann advertising agency utilized the popular song "Shopping List" by Odia and the duo Nes & Stilla, leveraging AI technology and a creative script.
The campaign's core message, as distilled by the agency, is "Your refueling and shopping list on the Yellow app turn into flights on El Al." The advertisement was filmed using a green screen, with the director reciting lines that were later enhanced with AI and post-production. The AI director Ilan Boni was instrumental in the project's success. A significant challenge involved managing the campaign's social media presence, particularly when the singer Merav Ha'az took over the travel blogger "Traveleeri's" Instagram account, rebranding it as "Traveleizi." The response to these videos was overwhelmingly positive, with many viewers requesting more travel recommendation videos featuring Ha'az and suggesting she get her own social media page.
The campaign slogan "Whoever dares, wins" emerged during production. The collaboration between the two brands, Yellow and El Al's "Frequent Flyer Club," was described as remarkably smooth from a production standpoint, requiring only standard approvals from marketing managers. The ease of obtaining green lights for the campaign's television launch was highlighted as a positive aspect of the partnership.
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