Case Study / Transport

Uplifting customer advocacy with compelling campaign communications

Improving Linkt’s net promoter score (NPS).

“Avion delivered exceptional copywriting for our Summer Giveaway campaign under extremely tight deadlines. They expertly managed stakeholder and legal review processes while also overseeing the webpage build. Throughout the project, they were proactive, responsive, and adaptable to changing timelines, consistently maintaining a high standard of work under pressure. With their collaborative and positive approach, we had a fantastic experience working with them.”

— Kaitlyn Doherty, Brand Manager, Transurban

The who, why and how

Project overview
Linkt is Australia’s largest toll road brand, owned by toll network operator, Transurban. When Transurban approached Avion with a task to help improve its customer sentiment, we jumped at the chance to showcase our expertise assisting brands with low advocacy ratings. How? We delivered communications campaign key messaging and copy for Linkt’s equal-largest giveaway competition.

Project snapshot

306,000

Competition entrants

5,068

New accounts opened

+21

Net promoter score

The opportunity

Like other organisations in industries where complex public-private systems exist, such as healthcare and insurance, Linkt faces a challenge to prove the value and transparency of its products. This contributes to negative customer sentiment and toll evasion.

The opportunity for Avion was to write direct and compelling campaign communications for Linkt’s $500K summer giveaway competition. This involved creating strategic key messaging and copy for above the line (ATL) and below the line (BTL) content types and channels.

The campaign objectives were:

Uplift advocacy amongst current and new Linkt customers – measured by net promoter score (NPS)
Reduce toll evasion by driving new account openings

What would improving Linkt’s NPS mean in commercial terms? Since 2020, toll evasion has increased. This leads to higher debt recovery costs. Uplifting customer advocacy (NPS) and driving new account openings has a commercial impact by reducing these costs and increasing revenue.

The result

We developed two sets of compelling key messages aligned with the Linkt tone of voice and targeted at current and new customers.

Then, we wrote copy across several digital content touchpoints, including:

Website – landing pages and banners
Email – launch, reminder, confirmation and winner EDMs
App – screens and banners
Push notifications – launch and reminder
Billboard
Radio
Facebook.

We applied our skills to suit the different channels and how audiences interact with them. This meant repurposing content cleverly and efficiently – in a way that reinforces the key messages across the entire customer journey – while utilising the unique benefits of each touchpoint.

Developing compelling key messages

Developing a key message framework before creating content is important as it gives the campaign a strategic backbone. It makes sure the campaign is consistent and focused on what matters, prioritising the key messages around:

The most important thing the audience needs to understand
What supporting information matters most
What actions we want the audience to take.

As the campaign involved many touchpoints across digital and out of home (OOH) channels, it was crucial the messages were consistent for comprehension, recall and impact.

For the campaign, we drafted six key messages per audience segment. From there, we worked with Transurban’s key stakeholders to refine those messages to three per segment.

How we combated negative customer sentiment

Transurban’s customer research found a negative sentiment towards toll roads, leading to account avoidance amongst a cohort of toll road users. Invoice admin fees reinforce this negative sentiment.

The same research revealed the negative sentiment stems from a lack of trust, control, and transparency. Knowing a positive customer experience improves a brand’s net promotor score (a key trust indicator), we sought to create a positive association with driving on toll roads during summer. Key messages included:

It’s time for sun, fun and $5K to be won. From daily drives to weekend getaways, make this summer smoother with a Linkt account and you could win $5,000, vouchers and more.
Make this summer a winner with $5,000 up for grabs every fortnight. We’re giving away $5,000 and thousands of summer prizes – just for being Linkt. To enter, make sure you have an active account and no outstanding toll invoices.
Hitting the road this summer? Open a Linkt toll account and you could win big. The boot’s packed and the playlist is sorted. There’s nothing extra to do – just open a Linkt account and you’re in the draw for a share of $500K in prizes.

Copywriting campaign communications that drive action and engagement

With the messaging framework agreed, we developed copy across a mix of digital, owned and paid channels. Every piece of comms delivered a consistent experience and drove the user to act.

As the campaign needed to engage existing and prospective customers, we adapted the messaging for different audience needs and stages of the customer journey:
• We encouraged existing customers to maintain an active account and enter the competition
• We motivated prospective customers to open a Linkt account to enter and experience the benefits of smoother travel.

By balancing compelling promotional copy with clear eligibility requirements and calls to action, we made participation easy and engaging across every channel. This resulted in:

335,000 unique website visits
306,000 competition entries
+21 net promoter score
11% of all new accounts created

Driving stakeholder reviews and sign-off

Delivering a campaign of this scale and complexity required close collaboration with dozens of stakeholders across many teams, including:

Brand
Marketing comms
Marketing automation
Digital
Customer experience
Data
Legal.

For organisations operating in regulated industries, effectively managing content through the stakeholder review process is crucial. Every message must balance engagement and persuasion with legal, brand and channel requirements.

Working closely with key Transurban stakeholders, we addressed legal considerations and incorporated feedback efficiently. We helped make sure the campaign moved from concept to timely launch, always keeping the campaign objectives front and centre.

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