FIS - Business to Business Campaign
Company: FIS, Jacksonville, FL
Company Description: FIS is a global leader in financial services technology, with a focus on retail and institutional banking, payments, asset and wealth management, risk and compliance, consulting and outsourcing solutions. Through the depth and breadth of our solutions portfolio, global capabilities and domain expertise, FIS serves more than 20,000 clients in over 130 countries.
Nomination Category: Communications & Marketing Awards Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Marketing - Business to Business
Nomination Title: Breakout Rewards Campaign, Cassie Boutelle
In up to 525 words, tell the judges about the nominated campaign: its genesis, development, planning, commission, and performance to date:
Breakout Rewards is a coalition loyalty-and-payment card designed to empower the financial success of retailers and their customers. The brand name aptly signifies energy, movement and success. Literally defined as “an instance of surpassing any previous achievement,” Breakout Rewards represents delivery of an outstanding trio of spend/reward/coalition solutions.
Successful brand design and activation will make a bold impact in the market and amplify Breakout’s presence in a refreshing, approachable way. As Breakout builds momentum in the community, customers and consumers alike will have a strong affinity to the brand’s energy, spirit, and strength. It’s time to “Breakout” of the mold!
The objectives behind the Breakout’s promotional campaign were to ultimately create excitement for becoming a member of the coalition, a member of the community and bring the targets deeper into the sales process. To facilitate this, the campaign imposed a strategy to engage clients with a variety of integrated communications tactics and creative messaging to introduce Breakout Rewards. With B2B tactics, the campaign was angled to let the target feel some of the same brand engagement that will be delivered in the B2C launch to create “Ah-hah” or “Breakout” moments. Although we refer to the target as B2B - each one is also a consumer and living their own life away from the office. If we prove the emotional connection to these people as consumers, they will then be able to understand, firsthand, how Breakout Rewards will attract and engage their customers.
To create brand awareness for the campaign, landing pages, direct mail campaigns, videos and digital engagements were implemented. The direct mail campaign utilized interactive brochures and the construction of an oversized wallet to be sent to potential customers. The oversized wallet, a staggering 11 in. x 17 in. accessory, was constructed with glued pockets and a v-cut to mimic true wallet construction, embossed with the Breakout Rewards logo and stitched on its outer edge for optimal visual effect. It also contained life-like content cards that were printed on 060 Styrene with .5” radius cut corners and a gloss coating to mimic the feel of an actual debit card.
Video assets included an animated presentation of “breakout” moments created to build the brand story and then hit consumers with the brand introduction and benefits / features. It also included the commission a young couple to capture their own breakout moments. The idea was to make this video look and feel like a video blog, raw and organic. Video assets were distributed as vignettes via email, texts and on the landing page.
The brand has been crafted to be unconventional but not polarizing, to attract a broad spectrum of users. The voice is personable, conversational and playful. Breakout’s youthful, energetic personality is focused on both the celebration of community and importance of individuality. Our progressive, forward-thinking perspective embraces new trends in payment technology and consumer spending habits. This viewpoint is always connected to the inherent lifestyles of our consumers and the goals of our retail partners. We believe in championing uniqueness within a united, rewarding community.
Provide a brief biography of the person or persons who lead the team that created and carried out the nominated communications campaign (up to 125 words):
Cassie Boutelle is the Vice President of Loyalty Products for FIS Payments, a division of the world’s largest provider of retail and banking technologies. She also sits on the Board of Directors for the Cardlinx Association, an international organization focused on increasing interoperability, eliminating friction and promoting growth in the card-linked industry.
Cassie specializes in retail and financial-institution loyalty products as well as emerging payment trends.
Recent efforts have been focused on the convergence of these areas via point-of-sale engagement, data sharing coalitions, and other opportunities for partnering together to drive mutual successes. She sees opportunity in this challenging environment, pushing loyalty programs to stay competitive and innovate, ultimately solving for utopian consumer experiences and increasing revenues.