Alex Crowe

Posts Tagged ‘Copywriting’

Rewarding loyalty

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

This is what we sent out next:


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.


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.


Follow-up mailing

In Portfolio on January 15, 2013 at 10:21 am

A short time after the launch pack, we mailed this piece to those “lucky” enough to be at the elite level of the programme (US: program).


It was an invitation to collect a tiny, shiny – and very cool – space pen with the Circle One logo etched into one side. (I was also given a pen, although my luck ran out when it slipped shinily from my pocket onto a bench at Earlsfield station, in South-West London, in early 1999.)


Not surprisingly, these mailings were very well received by customers. I’ll post one more piece to show how we were going to develop the work and tell you how the story ends.

My favourite non-award-winning loyalty pack

In Portfolio on January 11, 2013 at 4:24 pm

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:

360_outer front

A reverse window outer with the new logo as a constellation.

360_outer back

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.

360_letter back

The lesson from this letter is, if you have nothing to say, use parentheses.

360_brochure front

Another beautiful bit of re-touching.


The first reveal welcomes the reader to a new world of appreciation.

360_inside left

By this point, I hope the reader is amused and entertained…

360_inside right

…and ready for the next time they see the Circle One logo (in follow-up mailings).

360_card carrier

Here’s the membership card I was talking about.

360_card carrier back

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.

Back in business

In Announcements, Uncategorized on December 13, 2012 at 12:28 pm

Here’s something I didn’t expect to write a week ago: I am now available for strictly ethical copywriting projects worldwide. If you can deal with a supplier who’s based in a yurt in the middle of the French countryside, please get in touch. I promise the countless advantages of creating from here will be reflected in my work.

You can email in the first instance to alex(at)ecovallee(dot)com.

I don’t carry a smart phone, so don’t worry if it takes a few minutes to respond. I’m probably feeding the chickens.