The Loyalty Management UK-owned scheme, which launched in 2002, previously focused on building brand awareness through an emphasis on its logo and name. In a shift of strategy, the company will now use 14 characters, including two pets, to personify the different benefits of the scheme.
The characters, which were created by WCRS, will make their debut in a press campaign breaking on 1 April, while an email campaign has been designed to drive traffic to a four-episode 'online soap opera' featuring the characters.
The decision to introduce the characters was taken following a review of Nectar communications in which customer research indicated its advertising needed more warmth and humour.
LMUK marketing director Richard Campbell said that Nectar would be developing and advertising instant-redemption schemes, which allow members the option to exchange Nectar points for products in-store.
The scheme launched a national press campaign for an instant-redemption promotion last month (Marketing, 15 February).
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