Not all marketing campaigns aim to dominate the headlines. Some operate with quiet brilliance, subtly reshaping public perception and building long-term loyalty. This year, El Al launched a campaign that was both bold and nuanced, offering points from their Matmid program to reserve duty soldiers as a gesture of gratitude. On the surface, it was a simple thank-you. But beneath it lies a case study in emotional branding, strategic generosity, and how to win hearts in times of crisis.
A Gesture of National Gratitude
Israel’s reserve duty soldiers have endured a year unlike any other. Their service symbolizes resilience, unity, and sacrifice. By offering 1,000 Matmid points for every day served in reserve duty—up to 34,700 points—El Al tapped into the emotional core of what it means to give back. This wasn’t just about soldiers; it was about connecting with an entire nation that values their contributions.
What made the campaign even more powerful was its simplicity. No convoluted terms, no over-the-top marketing. Just a clear message: We see you. We appreciate you. In a time when cynicism often surrounds corporate campaigns, this felt genuine.
The Psychology of Smart Generosity
At first glance, giving away 1.8 billion points to 81,000 participants might seem like an enormous expense. But El Al’s move wasn’t just generous—it was calculated. Here’s why:
Points as Anchors
The maximum points awarded—34,700—aren’t enough for a significant trip. But they’re just enough to entice participation in the Matmid program. Once participants have points tied up, they’re far more likely to continue flying El Al to make the most of their rewards.
Shared Costs
Redeeming those points requires additional spending. Flyers might need to purchase return tickets, upgrades, or cover fees. This creates additional revenue streams for El Al while tying customers closer to their ecosystem.
Emotional Buy-In
The emotional weight of the campaign is its real currency. Soldiers feel appreciated, families feel proud, and the wider public feels a connection to the airline that chose to honor those who serve.
A Subtle Comparison: My Amex Credit Experience
This reminds me of my annual ritual with the Amex Platinum Hotel Collection credit. Each year, I’m handed $200 in credits to use at select hotels. Sounds amazing, right? But finding a hotel where I break even is nearly impossible. I’ll search, analyze, and eventually book something far pricier than I’d normally consider. And yet, I leave the experience feeling like I’ve won—despite spending more than planned.
El Al applied this principle with finesse. The points themselves aren’t enough to cover a complete journey, but they create a sense of value. Customers feel they’re getting a deal, even as they spend more to make the points worthwhile.
A Reputation Shift in a Time of Crisis
El Al’s campaign wasn’t just about points—it was about timing. The airline has faced sharp criticism this year for rising ticket prices and limited competition, especially during the war. With a 97% seat occupancy rate and sky-high fares, many Israelis felt they had no choice but to fly El Al, breeding resentment.
The reserve duty campaign changed the conversation. Suddenly, the focus wasn’t on high prices—it was on national pride. El Al positioned itself as an airline that cares, one willing to give back during a time of need. It’s rare for a campaign to not only drive loyalty but also repair a company’s image in one stroke.
What Marketers Can Learn
The brilliance of this campaign lies in its balance: emotional resonance paired with strategic precision. Here’s what makes it stand out:
Emotionally Rooted MessagingBy connecting the campaign to reserve duty—a deeply personal and universally respected part of Israeli life—El Al created a message that transcended mere marketing.
Subtle StrategyThe points offered weren’t extravagant, but they were enough to spark engagement. This balance ensured the campaign was financially sustainable while driving customer participation.
Reputation RepairIn a year of public frustration, this campaign provided a much-needed shift in narrative, positioning El Al as a company that values its role in Israeli society.
Final Thoughts: Loyalty Built on Emotion
El Al’s reserve duty campaign is a masterclass in how to turn a small gesture into a big impact. By tying their Matmid program to a cause that resonates deeply, they didn’t just reward service—they built loyalty, repaired relationships, and solidified their place in the hearts of Israelis.
The best marketing campaigns aren’t the ones that shout the loudest. They’re the ones that speak to something deeper—something human. El Al’s campaign did just that, proving once again that sometimes, the most powerful gestures are also the simplest.
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