My GM Rewards
Creative Directors: Colleen Hill & Travis Taylor
Copywriters: Jen Hansen, Rob Rebhan, Tim Kunik, Travis Grand, Lauren Saltis
Art Directors: Joe Anstett, Eric Schwartz, Andrew Kozinski, Aleona Pollauf, Kenta Tomeoki
Launched in April of 2018, My Rewards was the first automotive rewards program of its kind. In less than a year, thanks to a robust digital presence and email cadence, membership has surpassed three million members.
Building awareness
Digital videos, dealer signage, brochures, and a website were created to help build awareness and explain how the program works. Each piece of creative is versioned by brand (Buick, GMC, Cadillac, Chevrolet, and GM) taking into consideration the each brand’s look, tone and customer base.
Establishing a look and feel
The team developed a library of still and animated assets in order to establish the My Rewards brand and keep consistency across all communications — including ones developed by other agencies discussing the rewards program.
Sharing member stories
We invited members to share their experience with the program to help illustrate how easy it is to join and the benefits of being a member. Testimonial content collected from these member interviews was incorporated into social posts, emails, OLA, and brochures.
Points for Good
My Rewards offered members the opportunity to help during the COVID-19 crisis by donating their points to the Red Cross.