Challenge
SCENE is one of Canada's most-loved loyalty points programs with over ten million members. But when the business model shifted, SCENE needed a brand strategy to drive continued growth. With a more complicated earn-and-redeem structure, and new partners in a wide variety of categories - sports, food service and live entertainment - their brand had to provide a cohesive narrative for an expanding offering.
Approach
Our strategy elevated the SCENE program from a passive movie-earning tool into an instigator brand that encourages Canadians to say “yes” to more fun, rewarding them every time they make the extra effort. The tagline “ARE YOU IN?” provoked people to get out and do more of the things they love, whether that's movie-going, dining out, playing sports or working out.
Outcome
A jointly-owned venture between Cineplex and Scotiabank, the Garden's brand strategy process facilitated unified buy-in from all stakeholders. A new visual identity gave SCENE a fresh contemporary look that informed our redesign of the classic member card and provided a toolkit for an impactful identity rollout across all touchpoints: cards, kiosks, signage, website, email and app.
“
They showed us a way of looking at the business and the brand that I don’t think we could have seen without the help of the team at The Garden.
- Matthew Seagrim, Managing Director for SCENE
