We needed to inform Spec's Music's (now FYE) young customer base of the variety of benefits offered in their customer loyalty program called 'Payback.' Instead of talking about the specifics of the program in a coupon-like tone we found the more interesting aspects and handled them in a more fun, fashionable and educational way. Not only did my campaign dramatically increase membership, but it got existing cardholders to use their cards 25O% more. The print portion of the campaign ran full page in magazines throughout Florida, Georgia, Alabama and Puerto Rico. A few from the campaign are shown below. Miguel Caballero and I wrote copy.
