If Cards Could Talk

This digital campaign was a huge win!

The strategic purpose of the campaign was to find the voice and positioning for the GK Value Rewards Program.

The fans were given a simple task, to indicate what they thought the GK card would say.

Through this process of crowdsourcing, an even more interesting pattern emerged than I anticipated.

Val

The character Val was created and has continued to resonate with the audience through her personality, attitude and tone.

Val has become an iconic part of the marketing for the GK Value Rewards brand and has been a strong influence in driving the brand recall levels.