The strategy this brief serves sits one tab left (Campaign brief); every asset below renders in situ on the Live walkthrough tab. The briefing round opens after Gate 1: nothing here is in build.
The split. We hold the frame: moment, band, trigger, channels, sequence and measurement. You own the experience and the words within the constraints: never we-miss-you, never a day-count, every comparison substantiated, the word cheaper never appears.
5 things to make · 1 phase 1 asset · 3 registers · 1 discount decision
The incentive card is deliberately absent from this list: its disposition is a Gate 1 ruling, and whichever way it goes the work is a fold or a switch-off, not a new asset.
The problem After day 60, nobody owns the customer. The full framing and the evidence: the campaign brief.
The job to be done “Show me it's relevant to a trip I actually take, make coming back effortless, and if you can't do either, leave me alone.”
We get two knocks, one door, one final attempt and one anniversary. What should each say so that coming back feels like their idea?
| # | The asset | New, or a change to something live | What we need from Design | Every version to write |
|---|---|---|---|---|
| 1 | The first knock PHASE 2 Phase 2: gated on the churn band entering the daily sync ▸ Today, live: the creative this reworksToday, live The full record ↗PUSH AND EMAIL The day-60 hand-off, or the metered backfill wave. | NEW Nothing behaviour-triggered exists after day 60. | The churn band; usual route and from-price, nightly; the power marker from the hand-off. The route-anchored win-back in three registers: recognition for power users, value for returning customers, the mechanic re-explained for one-time customers. |
▸ The job, the copy and where it livesWhere the copy lives The Live experience walkthrough, step 1The mock copy is the direction. The job to be done Give a dormant customer one relevant reason, anchored to a trip they actually take.Never we-miss-you; no day-counts; no capture ask. Copy direction, not final words Your usual route's upgrade is back. First Class from a real price this week. Nothing to pay if you don't win. |
| 2 | The comparison knock PHASE 2 Phase 2, with the first knock ▸ Today, live: the creative this reworksToday, live The full record ↗EMAIL, AND THE CARD FEED FOR PUSH-ONLY Five to seven days after an unseen first knock. | NEW The old second knock was the disabled weekly blast. | The walk-up figure substantiated at fire time; the paid figure from history. The substantiated comparison: walk-up on their route today against what their last upgrade cost. |
▸ The job, the copy and where it livesWhere the copy lives The Live experience walkthrough, step 3The mock copy is the direction. The job to be done One concrete reason to look again, then rest.The word cheaper never appears. Copy direction, not final words First Class walk-up on your route is the real fare today. Your last upgrade cost what it cost. That gap has not gone anywhere. |
| # | The asset | New, or a change to something live | What we need from Design | Every version to write |
|---|---|---|---|---|
| 3 | The welcome-back card PHASE 1 Phase 1: session recency Braze already holds ▸ Today, live: the creative this reworksToday, live The full record ↗IN-APP (BRAZE CARD) First session after 61-plus days away. | NEW No welcome-back exists; returners get the generic cold start. | Nothing beyond the route traits where held. Recognition on the first session back: the account as they left it, their route at a real price. |
▸ The job, the copy and where it livesWhere the copy lives The Live experience walkthrough, step 2The mock copy is the direction. The job to be done Recognise the return instead of chasing it; land the message's promise.Never beside a win-back send in the same session; the surface-owner ruling decides who renders it. Copy direction, not final words Good to see you again. Your account is just as you left it. |
| 4 | The final attempt PHASE 2 Phase 2, gated on the offer decision and band sizing EMAIL AND PUSH Ninety-plus days after the episode closed dormant. | NEW Nothing tells the unrecoverable tail that we have stopped. | The offer mechanics; the band gate; the post-end suppression list ships with it. The final attempt: what has changed on their route and live prices this week, with no promise to stop contacting them; seasonal waves and the anniversary continue. No discount at launch; offer cells are wave-2 holdout tests. |
▸ The job, the copy and where it livesWhere the copy lives The Live experience walkthrough, step 4The mock copy is the direction. The job to be done End honestly, and bank the deliverability the silence buys.Once, ever. The win-back ends after it; seasonal waves and the anniversary continue. Copy direction, not final words One last try, warmly: what has changed on their route. No promise to stop contacting them. |
| 5 | The anniversary message PHASE 2 Phase 2, on the anniversary trait EMAIL AND PUSH The anniversary of their first transaction. | NEW No anniversary beat exists anywhere in the estate. | The anniversary trait; route, paid and from-price figures. The annual beat: a year ago you upgraded this route for this much; the same trip at this year's real prices. |
▸ The job, the copy and where it livesWhere the copy lives The Live experience walkthrough, step 5The mock copy is the direction. The job to be done Keep one honest, predictable beat for the tail that hears nothing else.Once a year, exactly; suppressed in the post-end state. Copy direction, not final words One message a year, that's the deal: the copy says so. |
If it is not in this table, it is not in this round. The final attempt's offer copy waits for the offer-depth decision; the incentive card's disposition is a ruling, not an asset.
Where the work is briefed: this tab is the ask; the handoff board section for this journey is built after Gate 1 (the pack wins where the two differ).