This pre-ethical piece is one of the few jobs I was really pleased with from my time in the States. The brief was to launch a new loyalty scheme to customers of a cell phone (UK: mobile phone) provider. The offer was: Nothing. Nothing at all. Diddly squat.
So all we could do was tell people what they already had.
After coming up with a name and the coolest membership card of any scheme I’ve worked on (kudos to director Katie Hopkins), we mailed out the following pack:
A reverse window outer with the new logo as a constellation.
We used the circle motif everyone. It’s not very practical when it comes to windows, but we did it anyway.
The letter introduces the program (UK: programme) – this version is for the upper-tier (Select) members – and includes a member-get-member device.
The lesson from this letter is, if you have nothing to say, use parentheses.
Another beautiful bit of re-touching.
The first reveal welcomes the reader to a new world of appreciation.
By this point, I hope the reader is amused and entertained…
…and ready for the next time they see the Circle One logo (in follow-up mailings).
Here’s the membership card I was talking about.
And the back of the card carrier.
I’ll post the follow-up mailings next week, so you can see how this developed. My only regret is that the pack was never entered into an award. The client refused, because they wanted to keep their competitive advantage – a sentiment I had to respect, even if I disagreed. What use are awards anyway? They only need dusting.