An RET loyalty programme.
Ranging from identity to the introduction campaign developed for RET’s new customer relations programme: Rotterdam Miles. This is an “Air Miles’ programme for Rotterdam passengers. The tools that were used were print, online, TV and follow-ups.
Develop a strategy with a “public transport image”. The campaign had to make sure that passengers would create a Rotterdam Miles account and that content partners would want to join the programme.
By changing the name into OV Miles, the programme attained the desired look and feel. The pay-off “the plus of RET” communicated the added value of using public transport. In the teaser campaign, objects that were part of the events were realistically inserted in a graphical context. Thus, they really stood out in the streetscape, making the public, as well as potential new partners, curious. The follow-up campaign was a call for thefirst 1000 programme testers, followed by the hard-launch to get the day-to-day RET users to subscribe to the programme.
The concept was created and implemented in cooperation with Doornvogel. My role was that of design and creative director, being responsible for customer liaisons in relation to design, illustrations, photography and managing Doornvogel’s in-house design team.