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Olympique de Marseille case, or how to build customer loyalty and upsell.

Olympique de Marseille, one of the biggest football clubs in France, wanted to build loyalty among its subscribers by wishing them a happy birthday and thanking them for having subscribed to the “OM Prime” loyalty programme.

An email enriched with a personalised video is sent to each subscriber. The subscriber can relive the best moments of the matches they have seen on their birthday At the end of the video, the subscriber is invited to go to the OM website to discover all the advantages he or she enjoys as a subscriber to the “OM Prime” loyalty programme.

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