BCLC - Encore Concierge
Who said signing up for loyalty programs should be boring, even when the brief gives you the smallest footprint you could possibly think of? To drive sign-ups for BCLC’s Encore Rewards, we imagined an activation that felt as exclusive as the program itself.
Stepping into the casino, guests were greeted by our classy concierge desk, lined with hundreds of mysterious keys. Existing Encore members were welcomed like VIPs, while new players could sign up for free on the spot.
Each guest picked a key and tested their luck unlocking 1 of 10 reward lockers, with prizes ranging from free play vouchers and dining credits to a luxury hotel stay. Two gold lockers held the biggest prize, but only a few special keys could open it.
Brand ambassadors dressed as bellhops strolled through the casino floor, handing out keys and inviting players to unlock their rewards.
The line to our Encore Concierge desk never shortened, and the activation was so successful that BCLC brought it back for a second year.
