PnP’s increasingly popular Smart Shopper loyalty program identified the need to build relationships with the student market for long-term brand loyalty benefits by signing up students onto the Smart Shopper program.
Students live a complicated life and communication needed to be direct and simple. A ‘real’ incentive to sign-up needed to be offered to students who also spend most of their time on campuses.
Brand Ambassadors were placed at 18 Universities and 40 campuses across SA to directly sign-up university students onto the Smart Shopper program. An instant gratification was offered with each Smart Shopper card being pre-loaded with 1000 Smart Shopper points which students could immediately use upon signing-up.
Over 92000 university students signed up during the campaign with a ‘hit rate’ of 250 sign-ups per hour!