Facebook Rewards Launch

Brand
Facebook App
Type
Product Launch Campaign
Year
2019
Audience
Small Business, Consumer

Project Overview

In Southeast Asia, Facebook pages are the essential tool for local small businesses to engage with their customers. Rewards was a loyalty program that was pitched to the global product team - designed to help businesses re-engage customers, while solidifying Facebook's position in the midst of competitive platforms.

Given the limited media budgets, we had to identify a unique medium to reach the audience effectively - and we've found a unique solution in in-store receipts. Being at the moment of purchase, QR codes and coupons were printed at the end of the receipt in partner stores, and we launched this through a unique stop motion film - using receipts.

The unique creative helped secure key partners at launch, and activation won Gold award at Gong Festival of creativity for Craft and Medium.

Campaign Assets

Thousands of hand-drawn illustrations were printed frame by frame from a specially programmed thermal receipt printer, creating a memorable stop-motion spot. The never-ending rolls of receipts also reinforced the key proposition of Rewards: repeat customers and repeat transactions.
Facebook Rewards Campaign - Receipt Printer Setup Facebook Rewards Campaign - Stop Motion Production Facebook Rewards Campaign - Behind the Scenes Facebook Rewards Campaign - Final Output
Behind-the-scenes production and receipt printer setup from the Facebook Rewards launch campaign.
Portfolio Use Only: This work is presented for portfolio purposes. All content represents professional work completed for Facebook and respects brand intellectual property rights.