Formerly known as CONCH. 'wave' is dedicated to our clients, the projects we’ve worked on together and the benefits that smart marketing, branding and advertising deliver. JUN 04 - CONTENTS going global hitting the target - get your direct mail bang on > > the abc of annual reporting thinking outside the bag making a stand best of british account management - wave style BACK ISSUES WAVE MAG AUG 08 DEC 07 MAY 07 NOV 06 FEB06 NOV 05 SEP 05 APR 05 NOV04 AUG04 going global PROJECT: Global VIP Loyalty Programme OBJECTIVE: To create a worldwide loyalty programme for DFS Galleria stores to generate and retain customers. SOLUTION: First we worked on developing a strategy for the loyalty programme, once that was in place we focused on producing a name and a brand identity for the programme. It needed to appeal to Europeans, Japanese, Korean and Chinese, Global VIP was the result. There were existing programmes operating in the divisions, so the design needed to be desirable to make customers throw out their other card. We then designed the Global VIP loyalty card, welcome letter, welcome pack, and application forms. We produced multiple versions of these materials as different DFS Galleria stores around the world required different copy, and of course, there were different languages as well! Throughout the process DFS Galleria representatives from North America, Singapore, Taiwan, Australia, Hong Kong and Korea were consulted to ensure that the brand and programme would be compelling and relevant to their customers. RESULTS: This is currently at the printers, so we’re still eagerly awaiting customer feedback. But Global VIP has been embraced internationally by DFS Galleria staff. Congratulations from around the world were given to DFS Galleria New Zealand for this project.