DSW VIP REWARDS PROGRAM

Sometimes the most obvious approaches are the least explored. A floundering rewards program with no real incentive or persona isn’t a sexy sell, neither is it an exciting prospect. But we decided that a dedicated narrative based on a language and directive that we’d been developing for the overall brand would bolster the initiative. After developing the simplicity of naming it VIP, we created the storyline and fresh, energetic inclusion step ladder to invigorate ownership thru incentive. Writing and aesthetic combined to generate visual and emotive comfort, importance, and buy in. As a case study in Rewards program success, it’s one of the little giant success stories of narrative branding.