Welcoming the Key Rewards to a café near you
The blueprints for success
My team was tasked with collaborating with the COF Café team and Williams Sonoma’s internal team to create a 30-second spot to be featured on café screens. These could be static or animated. They needed to work with different numbers of screens and café layouts, where the screens might not be in line with each other. They needed to generate awareness and buzz for the Key Rewards card. As a stretch goal, we wanted to create templates for future Partnerships and Brand activations within the café.
Creating a balanced strategy
Our initial options focused on providing a range of graphic solutions that gave the Café team and WSI a good feel for how these designs worked within the physical space. We also mocked them up in a variety of screen configurations to account for the footprint of various café locations.
The feedback that we received from the Café Team and WSI shaped what came next. The cafe team asked for more emotionally-forward messaging to connect with their visitors’ lives. They wanted to avoid sales-heavy copy and make the message more of an introduction to the card. WSI wanted to focus on their core brands (Williams Sonoma, Pottery Barn, and West Elm) and update the photos with ones they had recently captured for each brand.
Adding the finishing touches
The final creative provides an introduction to the card program, features seven WSI Brands, and promotes the card art. It also shares the 10% rewards promotion. It also leverages graphics and animation from the “Enroll Me” video so the cardmember's experience is consistent throughout their application and enrollment process. The images and logos transition so that all of the core brands are represented. We were also able to share our files as a template for future teams to utilize.
On a personal note, this was one of the most collaborative projects that I had the pleasure of working on at COF. Every member of my team contributed to the final design of the project and worked side-by-side with the Café team and Williams Sonoma to find the right balance of awareness, consideration, and buzz for our new card suite. I am incredibly proud of everyone who brought this project to life.