Global retailer hmv had created a unique rewards program called pure, which offered “cool stuff money can’t buy” such as unique backstage access to popular artists and one-of-a-kind merchandise. Following the decision to spin off this program into a full-scale partnership with other retailers and ‘go global’ beyond Canada and the UK, Wunderkind and agency Immersion Media led a project to create a new brand strategy, audience segmentation and strategic direction for the program.
The new brand strategy was implemented and the company is now enjoying steady growth of its membership in North America and the UK as it expands into new markets.
