In a world of AI and hyper-personalisation, that is still where most brands stop. My first name, sometimes my surname, and the job is considered done.
Then Checkers sent me this:
“Dear Amanda.
You’ve been extremely loyal to us this year. So much so that you’re in the top 1% of Sixty60 customers.”
That’s how their 75-second video opened. It didn’t just use my name. It told me where I stand.
This video gets it right, for three reasons.
1. It made me feel seen.
Every marketer understands segmentation. Very few tell customers where they sit. Hearing “top 1%” made me feel really special.
2. It talked about money twice, and only twice.
Once to show how much I’d saved over the year, and once to show how much I’d given in driver tips. Both felt great to hear.
3. It finished on the real value.
The biggest gift, it said, was time back. That is exactly why I choose Sixty60 over every alternative. In one line, the video reminded me of their core value proposition and why it matters to me.
On top of that, it was delivered with humour and a personality that is unmistakably South African.
The lesson for brand leaders is simple. Personalisation is not a merge field. It means using the data you already hold to show customers what they mean to you, and reminding them why they chose you in the first place.
Well done, Checkers.
