We create d a brand called CRED, a sub-brand of Rothmans Red with the purpose of building a database that we could use to communicate with consumers directly. Also, to create loyalty for the brand. CRED magazine became part of a programme that gave consumers with “CRED”, all the information they needed to access their very own world of entertainment and fun.
It was about connecting Rothmans consumers with all the people, places, events and experiences that matter to them. So if there was anything new and exciting happening in the world of CRED, Rothmans consumers were the first to know. Members arrived at our parties to find arcade games, tattoo artists and DJ-ing decks that they could use to mix their own music. Our campaign attracted 70 000 new dedicated members to our client’s database.