Mother’s Day and Father’s Day were celebrations happening throughout the months of May and June. Shoppers and diners are abound during these celebrations and UOB saw the opportunity to increase credit card usage from their cardmembers. For this, UOB needed attractive POSM designs to grab shoppers attention and standout amongst other merchant competitor materials.
A mission to love mom & dad like never before
Our Client’s objective is simple – to remind customers of all the current merchant promotions that customers can take advantage of when they celebrate their parents. The promotions were varied and cover many different spending categories, such as retail, dining, fashion and beauty. Our task was to come up with a concept that highlighted all the promotions and tie it back to Parents’ Day.
We decided that a simple storyline could connect these categories. This led us to place customers on a ‘mission’ to Love Mom & Dad Like Never Before. It’s all too often that we lose sight of loved ones, and this was the ideal time to show them how much we care. To present the idea, we wanted the leaflet to open up like an instructional folder on how to make the occasion a truly memorable one for our parents.
Naming the campaign “Love Mom & Dad Like Never Before” served a wider branding purpose too as it fit UOB’s year-long “Enjoy Rewards Like Never Before” campaign that featured merchant tie-ups and promotions.
In this mission, customers were encouraged to use as many promotions as possible to give their parents the treat of their lifetime. Suggestions in the leaflet include starting the day out shopping with parents, followed by a relaxing spa session and finally ending the day with an enjoyable family dinner. To expand on the concept, we added a subhead “Project P.A.R.E.N.T.S Action Plan” which also made the message more exciting.
We placed an origami heart on the front cover to give it a cute wholesome look, reminiscent of a handmade greeting card. Overall, the look and feel of the materials were meant to reflect the warmth and sincerity of the celebrations which came through with our use of colours and simple messaging to customers.
A range of web materials were also developed from the main concept.
The overall campaign did well as there was a notable increase in credit card spend during the campaign period. UOB customers responded well to the straightforward messaging of the campaign and its execution.