To launch Vodafone’s new ‘pay as you go’ reward program, we started by giving it a name that spoke of making good things better. Then working with Illustrator Steve Simpson we created a quirky look and feel that gave it instant cut through. The rewards were simple. You earn 1 Cherry Point for every €1 top up and can redeem them for free phones, free accessories and more. But what made it utterly infectious is that we created a game where members could play for fun, for bragging rights and brilliantly… for free credit. 

In less than a year, Vodafone Cherry Points has become the biggest telco loyalty programme in Ireland.

Our challenge was a big one. How to we get more people in pubs drinking GUINNESS more often? There were lots of factors at play… the smoking ban, the recession and drink driving laws to name just a few.

Our solution was simple. We empowered 100,000 of our most loyal drinkers to become advocates for GUINNESS among their friends. Each received a direct mail piece that included vouchers to use with up to three friends on the last Thursday of every month. We then used email comms to engage with up to 75,000 drinkers throughout the year to spur visits to the pub around key brand occasions. And the results… the campaign surpassed all targets set and the pubs were buzzing.

The atmosphere, the action, the tears, the joy… who better to describe what it's like to get behind your county on match day than the supporters who wouldn’t miss it for the world?

We searched out fans young and old, those with real passion and evocative memories. Then we made them the heroes of our campaign. In TV, radio, print, outdoor and online, we captured what the championships mean to them. It sparked something. Conversation spread in social channels from the four corners of Ireland to GAA supporters around the world. Our campaign caught their imagination and they flocked to the games. With just under 1.4 million attending, fans everywhere proved… nothing beats being there.