Alex Crowe

Rewarding loyalty

In Portfolio on January 18, 2013 at 12:14 pm

This is what we sent out next:

360_card_front

The idea was to do a series of executions where the logo appeared unexpectedly. Here, a ship sails from the left as the sun rises. When the ship passes the sun, the Circle One logo is revealed and – as a loyal customer – you know something good is about to happen.

360_card_reveal

In this case, I think we sent free minutes of phone time – cheap for the company to do and great for the loyal customer to receive.

When I returned to the UK, I was shocked to see Channel 4 TV using the same concept with their logo between shows. They’re still doing it today, and doing it very, very well.

Sadly, the same can’t be said for the Circle One program (UK: programme). Shortly after we launched it, 360 was bought by another company who promised to keep the programme (US: program) running, then closed it almost immediately. I suspect accountants were involved.

I like this work for a number of reasons. In loyalty terms, it absolutely rewarded the best customers, which is the whole point. It also made something out of a very weak offer (ie, nothing) and did it beautifully. It was great to have a client who signed off everything we did and we had a lot of fun in the process.

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