The Brief

Task: Acquire and retain customers for Celio, an international men's fashion brand, and increase their overall visibility and market share. Challenge: Build awareness, visibility and loyalty for Celio in a highly competitive market full of brands which are more established. Insight: Loyalty isn't just about repeat purchases. A truly loyal customer is one who acts as an evangelist for the brand, spreading positive word-of-mouth about the brand in every way he can, including on his social networks.

Creative Execution

There's a glut of loyalty programs in the Indian market. But all they do is reward customers for purchase. Most often, the rewards are staggeringly underwhelming. It is difficult to redeem rewards you have earned. By using a mobile platform, fostering loyalty through social advocacy and giving customers real value (each point, Social or Purchase, is worth Re. 1), we changed the nature of loyalty programs in India. As a late, low-profile entrant in the fashion market, Fantastic Rewards is exactly the kind of program Celio needs to gain visibility and momentum in India.

Describe the creative solution to the brief/objective.

Idea: Build a platform that drives and rewards true loyalty at a very personalised level - Celio Fantastic Rewards. This rewards program doesn't just reward users for purchases. Users earn Purchase Points for buying items in-store. And Social Points for liking, sharing, checking-in and other social media interactions. Purchase and Social points can then be clubbed and redeemed for discounts and offers. The Fantastic Rewards app is a cardless, mobile-based program (iOS and Android are live, with BlackBerry Z10 in testing and Windows Phone 8 coming soon). The customer's mobile phone acts as his membership number.

Results

Within two weeks of the national launch, we had: - Nearly 8000 registrations - Over 30% of members downloaded the app - Over 175,000 Social Points earned - Over 184,000 Purchase Points earned