The objective was to develop a loyalty campaign for the highly exclusive ‘secret society’ members of Mad Mex. Creating a customer journey and experience that was creatively unique and had an element of surprise and delight. With wow factor presentation the campaign elements were produced to encourage social sharing across all platforms
The Dashing team worked on everything from concept and design to print and distribution to deliver a campaign which echoed core brand iconography and delivered an elevated brand experience. It was not widely promoted, so therefore provided maximum impact, which was to maintain exclusivity, create desire and deliver a unique brand experience. The key wins were a significant increase in membership registrations (doubling the member base during the campaign period), and a huge 70% increase in social activity.