Loyalty Campaign (concept)
THE CHALLENGE:
Rewards programs was seen as confusing and people don't understand how to earn or use the Kohl's Cash rewarded.
WHAT WAS DELIVERED:
Developed consumer engaging experiences that will educate and communicate simplicity of the app program, while highlighting one of the key rewards Kohl's Cash.
Creative Direction / Art Direction / Creative Strategy
Kohl's Cash Awareness Campaign:
Create an experiential campaign highlighting brands and products you can use and earn Kohl's cash on. Using social media, event, and gorilla marketing tactics, and wearables, engage consumers and celebrities to share what they have bought with their Kohl's Cash.
App and Kohl's Cash Awareness City Campaign:
Bringing Kohl's into the city, this campaign is directed toward 3 large downtown markets: Chicago, New York and Los Angeles. Using experiential tactics, drive awareness to app convinces such as buy online pick up in-store, Kohl's Cash and delivery.
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Time Square Takeover & Good Morning America Fashion Show:
Create a user generated experience leveraging time square. Create a live Good Morning America fashion show that would showcase products and brands you wouldn't expect to be a able to buy with Kohl's Cash. The cast would drive awareness to the program and how easy it is. During the event, section off an area for Kohl's promotional team to set up a Pop-up app awareness booth, driving in-app rewards program sign up. Each person has their picture taken agains a branded backdrop. Once the consumer signs up, their name and image appears along with a welcome message. To reward the new member, $5 instant Kohl's Cash is added to their mobile wallet.
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Shop and ride:
Highlight Buy online pick up in-store and Kohl's. Order online during your morning commute and pick items up at centrally located pop-up stores over lunch or on your way home. During this promotion, earn an additional $5 Kohl's cash on items.
Ellen Show Partnership
Partnering with ELLEN, create a series of game show segments including trivia questions about the Kohl's app and Kohl's cash are used to bring awareness to the consumer.
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-The contestants are chosen by showing their welcome's email after signing up for the program on the show.
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- Winners of the true and fall trivia based on how to earn and brands you can spend your Kohl's Cash earn a chance to grab as much Kohl's Cash out of the Kohl's Cash booth.
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- Kohl's to sponsor 1 audience giveaway. Each audience member receives $10 Kohl's Cash to spend on anything online or in-store.