2020 Winner

CASE SUMMARY

Challenges and Goals

As Canada’s largest entertainment loyalty program, Scene’s mission is to bring fun to everyday life. This year, to celebrate having reached 10 million members, the company launched a three-month campaign in August. The campaign aimed to increase brand favourability by 5%, grow the member base by 10% and increase card activity by 10%.

Insights and Strategy

With all of our daily commitments and responsibilities, it’s easy to get caught up in the busyness of life. We can forget the importance of taking a moment for ourselves and the ones that matter most. Scene’s core target, millennials, have grown up in a truly digital age. While this has put the world at their fingertips, it can mean falling into a more isolated routine. We trade face time for screen time, put convenience before connection, and ultimately make excuses more often than memories – despite the fact that the majority of people want to spend more quality time together. So, the agency created “No Excuses Day,” a day to abandon those excuses and make time for another. The goal was to offer a rallying cry for Canadians, giving them a platform to prioritize themselves, their relationships and focus on fun.

Execution

Though the campaign culminated in a single day, it was important to keep members engaged in the brand story throughout the full 10 weeks. Through social posts, the agency encouraged people to share their excuses in exchange for Scene rewards. From there, it asked who they would spend the day with and what they planned to do together.

This created a member journey that brought Scene’s audience from self-realization to resolution. The result was a resource pool of humorous user-generated content and a group of loyal customers set on leaving their excuses at the door.

Scene also launched an interactive game in theatres where members could ‘pop’ excuses for points. To reach the wider community, Scene engaged street teams across Canada, asking people to call their friends. Those whose friends said “yes” to going out were rewarded with Scene partner experiences. Point top-ups were offered to inactive members so that they could experience their first reward and the value the program provides.

Results

The campaign surpassed expectations. Brand favourability increased by 5.8%, millions of impressions were garnered, card activity at partner locations increased by 375% year-over-year, and the member base grew by 18% YOY. Most importantly, Canadians took notice and vowed to have fun – even Ellen Degeneres shared her excuse.

Credits

Dustin Brown, Strategy, Elemental
Lindsay Chase, Account Executive, Elemental
Matt Sadowski, ACD, Elemental
Scott Fess, ACD, Elemental
Kevin Hamilton, Copywriter, Elemental
Samantha Bailey, Art Director, Elemental
Susan LeBlanc, Senior Manager, Marketing, SCENE
Jess Drozd, Manager, Marketing, SCENE
Kabir Sanwal, Assistant, Marketing, SCENE
Elphie Galanaskis, Search Engine People
Billy Gee, Bond Brand Loyalty
Katelyn Kendrick, William Thomas Digital
Kelly Dutton, VMC Media
Tonisha Bath, Rock-It
Margaret O'Donoghue, H&K