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New Nectar campaign highlights where points can be redeemed

New Nectar campaign highlights where points can be redeemed

G2 United Kingdom, one of the UK’s leading integrated marketing agencies, is bringing back the ‘Nectar Purse’ to boost awareness of points redemption in the UK’s biggest loyalty scheme.

As part of the new initiative, G2 UK has also updated and simplified communication of Nectar points currency, making it easier for consumers to keep track of what their points are worth. A new integrated campaign highlights the places where Nectar points can be spent, and marks a major departure from Nectar’s previous product-focused communications.

The activity features Nectar’s popular animated ‘Purse’ character, which made its debut last summer as part of a campaign designed to stimulate Nectar points collection.

The new campaign depicts Purse ingeniously adapting products he has purchased using Nectar points to make his world a better place. For example, in the Legoland execution Purse is depicted on the log flume about to get soaked. Anticipating this, he adapts his drinks cup by removing the straw and lid to make a mini-umbrella to keep himself dry.

The campaign has just broken and will run throughout the rest of 2010, with different bursts for summer, autumn and winter. Executions will feature across channels including direct mail, email, and Nectar’s own catalogue and points update mailer. G2 UK has also developed an interactive game for Nectar’s website in which users can steer Purse across a field and collect Nectar points along the way (

G2 UK has also simplified the Nectar points currency proposition by updating brand guidelines, creating new unified visuals and creating Rewards categories to help consumers navigate through the brands they can spend their points on.

James Frost, Marketing Director, Nectar comments: “We want to make it as easy for Nectar members to spend their points as it is to collect them. The work we’ve done with G2 to redesign and communicate the new rewards programme takes us a long way towards this goal.”

Tim Hipperson, CEO, G2 UK adds: “Our work for Nectar last year was a phenomenal success and we are confident that this new activity will achieve equally fantastic results.”

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