More than a free coffee cup
In late 2023, Circle K launched a personalisation initiative as part of its annual “Koppen” campaign, aimed at rewarding its most loyal customers.
Traditionally the campaign offers a free coffee cup to customers who meet a specific fuel purchase threshold. This time, customers would receive not only the cup, but a custom video made just for them.
Circle K worked with Seen to create a personalised video for top customers, narrated by a well-known radio personality. A variant was also crafted for those not qualifying for the free cup, encouraging them to purchase it instead.
The film
The campaign’s centrepiece was a cinematic personalised video matching the production value of a brand TVC. It featured a greeting from a celebrity radio voice, who dedicated a song to each individual recipient. To deepen the personal touch, the film also included the recipient’s name on various items and their favourite Circle K station.
By personalising both the audio and the visuals, Circle K created a more intimate and engaging customer experience.
Results
The initiative was met with enthusiasm from customers and from the European franchise at large. The personalised videos achieved a click-through rate of over 42% among Circle K’s top customers. The sales-driven variant saw a click-through rate of 13%.
The campaign also contributed to a shift towards sustainability, with the share of customers reusing their coffee cup from the previous year rising from 7% to 12%.
Circle K reused the campaign content across radio and social media, amplifying its reach and impact.
Personalized video is such an engaging and charming way to say thank you to our best customers. It turned out to be a quite reasonable market investment as we were able to reuse the video materials in several marketing channels.
About Circle K
Circle K operates 456 energy stations in Norway, 259 of them manned stations offering fuel, car wash, coffee and food. EXTRA is its loyalty programme.
