SObeys / Scene+.
In March 2020, 26% of Canadians changed their primary grocery store, and with the upcoming cookieless future and the need for first-party data, loyalty programs became increasingly important for grocery retailers like Empire. However, their existing loyalty program was not generating engagement or providing access to consumer data. To address this issue, Empire became a co-owner of Scene+ and had to ensure its success in the margin-pressured grocery world. This switch posed significant challenges, including convincing customers to understand the expanded grocery benefits of Scene+, persuading Air Miles users to switch, and encouraging non-members to sign up quickly.
To ensure an easy and simple shopping experience, we kept our messages relevant and straightforward, without disrupting the customer's shopping process. We analyzed every touchpoint along the shopper journey, identifying areas to showcase the value of Scene+. We created custom maps for each banner store, defining four distinct zones: increasing awareness, demonstrating value, driving sign-ups, and encouraging existing Scene+ members to start earning and redeeming immediately.
Creative Director: Gints Bruveris
ACD: Linna Chang
Copywriter: Sam Ramsay
Art Director: Gaurav Uppal
SIA Bronze Winner 2023