High Five: Creative Inspiration and Strategic Importance

Creative: "I’ll have to eat dirt" is a popular term in Taiwan, which is used to describe financial constraints. A few days before pay day, you still can enjoy good meals comfortably at home instead of grocery shopping at gardening stores. Gardening stores, in China, offer more than just selling plants, but commodities like pets, cats and dogs - as well as accessories - and are very popular with people of all ages during weekends. The clever play on words and illustration manifests the great savings that Uber One has to offer.

Strategy: 16-24 year-old has the widest gap in their usage frequency between Uber Eats and their main competitor in the market. The key benefit and the way it’s conveyed resonates with this demographic group. Cultural relevance is essential in building this connection with the targeted audience group.

Creative: Cribbs surprises their shoppers not just with their newly launched loyalty scheme but also with their rewards. The campaign is a distinctive play on purchases and rewards. It heroes the diametrically opposing contrast of what the shopper gives (with spend) and receives back via a giftcard; “Dicken’s masterpiece for free fried chickens” or “Face cream for discounts on birthday cream cake”. The playful and engaging expression, along with eye-catching colour themes arouses consumers’ interest in participating.

Strategy: Cribbs promotes a ‘Thousands of Reasons to Visit’ with the commitment to meeting the needs of any shopper. They introduce new stores to diversify their offering and hold regular events for all age groups, varying from students to new families to empty nesters. The rewards scheme encompasses a broad range of categories, from fashion to electronics, beauty products to home essentials, leveraging the loyalty scheme to reinforce their positioning and commitment.

Domino’s - 'Emergency Pizza'

Agency: WorkInProgress

Creative: Getting a free item when reaching a certain threshold of points is a common tactic in any loyalty scheme. But Domino’s frames this reward as a lifesaver for consumers having dinner emergencies. It happens to the best of us, a burnt dinner or guests showing up unexpectedly. The positioning reminds consumers that Domino's is the ‘go to’ option for when these difficult situations arise.

Strategy: A month before, Domino’s encouraged more consumers to join their loyalty scheme by making it easier to get rewarded. This campaign not only extended the acquisition of new loyalty members but also, more importantly from a holistic strategic perspective, retained inactive members. Domino’s could then identify and optimise the lifetime value of these members through discounts and rewards.

Creative: Another great example of a loyalty programme, through an emotive approach, is McDonald’s UK. A reminder that rewards are not just for the buyer, but also for the significant others in our lives. The warm story, set against Leon Bridges' dulcet tones, and cinematic look of the film, showcases the tangible and intangible perks consumers get from the scheme.

Strategy: The loyalty scheme was launched in the summer of 2022. The UK was recovering from the pandemic, confronted with the cost-of-living crisis. After a long time of not seeing our loved ones, there was a cultural sense of craving 'togetherness', juxtaposed against the financial strains and the need to cut spending. The launch of the scheme and the campaign spoke to both of these financial and emotional needs. This was a golden opportunity to consolidate brand loyalty at that turbulent time.

Creative: Pounds saved from Asda Rewards are portrayed as coins earned in the video game-style creative. The ad advocates that everyone deserves cheerful moments, against the backdrop of a gloomy and uncertain period. Unlike Tesco’s terrifying smiley faces in their advert, this campaign employs gamification to illustrate the thrill of the rewards and shopping experience at Asda.

Strategy: Asda focused on the positive difference they make to consumers, evidenced in their tagline ‘Get the Asda Price Feeling. The buzzy excitement from achieving savings and getting rewarded is representative of the ‘Asda Price Feeling’. The positive emotional response that Asda achieves with this ad is a critical part of the brand experience and hence a valuable asset for building up brand equity.