Ordinary Carrots Show the Extraordinary Power of Rewards Program Scene+
With its roots in movies, and co-owners in Scotiabank, Empire, and Cineplex, Scene+ has become one of Canada’s largest loyalty programs. Scene+’s 14M+ members now enjoy Scene+ rewards in categories ranging from movies, banking, groceries, travel, dining, home improvement, and more.
With that growth comes an ambitious new creative campaign and a simplified message, aimed to reach even more Canadians.
On October 9th, Scene+ launched 'Ordinary Purchases, Extraordinary Rewards,' anchored by a cinematic :60s launch film to show how one of the most basic purchases (a carrot!) can take you further than you ever thought possible.
The launch spot, which will be running in TV and Cineplex theatres and is supported by OLV, OOH, social and digital, is all about enjoying the vegetables fruits of your Scene+ reward points. Ads for reward programs often show what consumers get with their points, but rarely point out the simplicity of what it takes to earn them.
The new campaign is set against a backdrop of an epic family vacation-scored by a cover of hit Portuguese pop song: Fon Fon Fon, which was re-recorded by a local Portuguese-Canadian singer with a fresh arrangement by The Eggplant. Teams from Scene+, Scotiabank, Empire, and Cineplex partnered with Rethink to bring the work to life, with PHD executing media.
“Our aim is to use a straightforward metaphor to show the simplicity of the Scene+ program,” said Candice Troupe, VP marketing, Scene+. “Canadians are power users of loyalty programs; the act of earning and redeeming is effectively ingrained in our cultural DNA. With that popularity comes more offerings from more brands than ever. The trouble is, with so many earn opportunities across multiple partners, accelerators, and redemption values - the landscape becomes overly confusing and frustrating. That’s why the creative idea needed to be easy to understand.”
With Scene+, Canadians earn Scene+ points at all the places they’d normally do their shopping, and their ability to rack up points is magnified with the Scotiabank Scene+ Visa.
“Whether you earn points to redeem for groceries to cook a special family meal, prepare for a date night or entertain friends at the holidays, your extraordinary is defined by you,” said Erika DeHaas, VP of corporate marketing, Empire.
The power of partnership
Scotiabank customers stand to receive even more benefits through Scene+. With a Scene+ eligible Scotiabank payment card, you can get up to 6x the points on your purchases on top of what the basic program membership gets you. To get the most value from the Scene+ program, members can double dip using their debit or credit card with the Scene+ black Membership Card.
“Now that Scene+ is in its second year, we wanted to speak to the program at a higher level, by telling a singular story that demonstrates the value you can get out of Scene+ when paired with a Scotiabank eligible payment card,” said John Rocco, vice president, global brand management, Scotiabank. “With a portfolio of eight different Scene+ debit and credit cards, Scotiabank cardholders are able to multiply the number of points earned on every single purchase.”
"As one of the founding partners, we're proud to see how far Scene+ has come and we're excited to continue to offer Canadians more ways to engage," said Rana Bharania, executive director, Loyalty, Cineplex. "As Canada's entertainment destination, we continue to welcome Scene+ members to share an extraordinary experience with us every time they visit one of our venues."
“When we set out to make a national Scene+ campaign, we know it’s going to be a collaborative effort, between Scene+ and its co-owners,” said Loretta Lau, group creative director, Rethink. “We’re extremely proud of how everyone on every level involved championed the campaign and put the quality of the work above all else. We’re also thrilled to have found a destination that accepted carrots as payment.”
