Brief Explanation

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. 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. It also rewards users for social interactions with the brand. 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 together and redeemed for discounts and offers. The Fantastic Rewards app is a cardless program that exists on your smartphone. iOS and Android are up and running, with BlackBerry Z10 in testing and Windows Phone 8 in the works. The customer's mobile phone acts as his membership number. Results: Within two weeks of launch we have garnered over 7600 members, who have racked up over 175000 Social Points and over 184000 Purchase Points.