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Iris Gets Its Nectar On in Multimedia Campaign

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Nectar has unveiled a new brand identity through an integrated campaign developed by Iris

Iris Gets Its Nectar On in Multimedia Campaign

Nectar, the UK’s largest loyalty programme, is revolutionising its rewards and loyalty scheme with customers nationwide now able to access new and exciting offers through a new app and website.

To celebrate the launch, Nectar has unveiled a new brand identity through an integrated campaign developed by Iris. The campaign will run across TV, print, radio, social and digital media.

The campaign aims to ensure customers never miss another point by driving them to download the new app and check it before shopping. The new app features tailored, weekly offers in a way that is completely personalised to the customer.

The brand’s new strapline ‘Get your Nectar on’ is rooted in driving behaviour change to encourage customers to start thinking about Nectar before they shop and checking the app to ensure they get the best offers.

The 30 second spot has been directed by Agile’s Noah Harris, known for working on spots for the Gorillaz, Julio Bashmore. The work introduces a new brand asset for Nectar, dubbed the ‘Droplet’, that morphs into the logo and brings a modern, digital first feel to the brand. 

James Moir, Managing Director of Nectar commented: “We’re delighted to be unveiling a new world of Nectar to our customers, making it easier than ever before for them to get the most out of our hundreds of partners and rewards on offer. During the trials in Wales and the Isle of Wight, we listened to what our customers want and how they like to receive offers, in an increasingly digitised world. This led us to a change in direction for the Nectar scheme, enabling our customers to have a much more personalised experience with offers that are completely unique to them.”

Chris Whitson, Executive Strategy Director, Iris, said: “Nectar is Britain’s biggest loyalty programme with over 18 million cardholders.  Everyone knows Nectar and everyone has deep routed perceptions of what the programme offers.  This campaign aims to change those perceptions and encourage customers to get more back every time they shop by actively engaging with the new app before they’ve even left the house.”

New customers will simply need to register using the Nectar app or through the Nectar website, searching for ‘Nectar’ in the app store. Existing customers are required to update their current app. The new approach follows successful trails in Wales and the Isle of Wight.

Customers will be able to earn bonus points on the products they buy regularly at Sainsbury’s, Points can be spent with a wide range of partners and online retailers covering entertainment, travel, food and drink, and experiences. From money off train tickets with the likes of LNER, to the chance to travel to Paris, Amsterdam or Brussels on the Eurostar. Cinema tickets and Sky movie rentals can also be purchased using points, along with the latest technology from Argos, coffees at Caffé Nero, and for those looking for a night in, ready meals at Sainsbury’s.

Customers can continue to use their physical Nectar cards in store, and any existing points will be saved on the Nectar App to be used for rewards.

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CREDITS

Brand: Nectar Loyalty

Director of Marketing & Planning: Alex Naisby

Brand and Planning Director: Gill Wright

Senior Brand Manager: Sarah Kehoe

Senior Brand Marketing Executive: Cassie Melrose

Senior Marketing Strategist: Simone Cesco

Lead strategic and creative agency: Iris

Executive Creative Director: David Prideaux

Creative Director: Simon Mannion

Creative team: Eli Vasiliou, Richard Peretti

Executive Strategy Director: Chris Whitson

Managing Partner: Ian Bradbury

Business Director: Matt Gully

Agency Producers: Emily Hendrev, Hollie Tickell, Adam Walker

Media Agency: All Response Media

Production Company: Agile

Director: Noah Harris

Producer: Giles Skillicorn

Edit house: Stitch

Editor: Max Windows

Post production: Nineteentwenty

Audio post production: Factory Studios

Sound engineers: Mark Hills and Anthony Moore

Sound producer: Lucy Spong

CGI artist: Ludo Fealy

CGI producer: Polly Roberts

Visual Identity: Design Studio

Iris, Thu, 10 Oct 2019 11:40:19 GMT