The objective – drive loyalty credit card activations

Increase awareness and drive new activations of their customer loyalty program credit card, the Optimum Mastercard

Client looks to create a mainstay piece of high-​end POP that is “highly visible, highly effective”

Requires longevity to remain in stores for up to two years with the ability to refresh messaging and visuals

The approach – made for the long term

Purposefully made to be a strong creative and structural departure from previous incarnation of Shoppers Drug Mart’s Activation display

Highlights the new look of the cards on the outer pop-​off sleeve, deliberately standing off the “corporate red” inner sleeve to create an element of dimension which was not evident in the display’s predecessor

Incorporates strong corporate branding cues evident in all flyer and circular materials, so as to provide visual trigger tied to promotion and entice customers to engage display and take available card application

“Because You Want Free Faster” offers card benefit of earning points at greater rate on card purchases.

Other card-​specific information is conveyed in the brochures, available on both sides of the display

The thinking – premium look connects with the brand

Optimum Program is arguably the most popular customer loyalty program in Canada.

Has vested interest in growing the number of new Optimum Program members as “its members spend 60 per cent more than non-​members” (Globe and Mail, June 14, 2010)

Moving away from the pop-​up style of its predecessor into a more premium custom fixture visually elevates perceived value of the product/​service offering

Addition of the stylized metal base keeps the display elevated from the floor and safe from wet floors enabling display to live far beyond life expectancy of an all-​corrugate unit

The results – third highest number of card activations ever

In the month that this display is executed at retail, Shoppers Drug Mart reports the third highest number of new card activations since the program’s launch.

A total of two million “take-​one” application brochures are produced for distribution at retail primarily from this display, and a small secondary counter unit.

Display sees 75% compliance rate with designated positioning near the cash registers within their stores

Reports on the remaining 25% of the displays cite placement of these displays in areas of the store with “greater prominence” than prescribed by head office