WELCOME TO
THE REPUBLIC.
How do you make a rewards programme feel like somewhere worth visiting? Give it a destination, a voice and a reason to return.
MORE THAN
POINTS.
Fedhealth's Republic of Savvy gave flexiFEDSavvy members access to games, coins and rewards. The communication challenge was to make those features inviting, understandable and worth exploring.
Rather than list mechanics in a dry product announcement, the introductory creative used the language of travel to invite members into the programme's playful world.
VISIT YOUR
NEW BEST
PLACE.
A digital getaway, an itinerary of rewards, a welcome gift on arrival. An invitation that turns programme features into places to explore.
THE REPUBLIC
IS CALLING.
The launch-style emailer welcomes members as “Savvillians” and takes them through the welcome coins, daily Big Wheel, weekly prize draws, Greenhouse and Arcade.
The matching seven-panel SENDit makes the journey mobile-first: short messages, one benefit at a time and a clear invitation to visit.
The emailer / An invitation to explore
Original Fedhealth campaign artwork. Emailer supplied by Jessica Coombs.
The SENDit / A seven-stop itinerary
Original seven-panel SENDit creative.
JANUWORRY?
NOT TODAY.
The second campaign shifts from discovery to a familiar South African moment: the stretch between January debit orders and payday.
“Januworry called. We didn't answer.” keeps the Republic's light, conversational tone while giving members a timely reason to return and spin the wheel for a chance to win practical vouchers.
The emailer / A timely reason to return
Original Fedhealth campaign artwork.
The SENDit / Short, swipeable, relevant
ONE VOICE.
DIFFERENT MOMENTS.
My work focused on campaign concept development, tone of voice, messaging and copywriting across email and mobile communications.
Together, these two examples show how the same programme can be introduced through a broad creative idea and then made relevant to a particular moment in members' lives.
A rewards programme needs more than benefits to list. It needs reasons for people to come back.
Selected campaign creative. My contribution: concept development, brand storytelling and copywriting.