The Kingfisher Shopping Centre in Redditch wanted to create a customer loyalty programme to promote the shopping centre, including both the retail offer and the newly developed Hub leisure and entertainment centre, to local shoppers, and provide a data capture mechanism for future marketing.

Simon Inc created an independent identity and tone of voice for the scheme, which is complementary to the overall Kingfisher brand identity and recognisable as belonging to the Kingfisher family, but which stood out from the rest of the centre’s marketing collateral.