ABOUT

Brief
Develop a programme to retain and reward loyal Hackett customers, in an exclusive and sophisticated way.

Solution
We created the ultimate lifestyle club providing style, sophistication and exclusive experiences tailored for the quintessentially modern gentleman. Welcome to Ssh…Secret Service from Hackett, the loyalty programme we don’t talk about. Instead of using traditional forms of advertising to promote the programme we used hidden clues within the clothes and word-of-mouth from the Hackett in-store staff to recruit loyal customers to sign up to this exclusive members only club. Once in the programme the new agents (customers) would receive exclusive awards and VIP experiences that no one else knew existed.

Result
This pitch winning idea was loved by the client, and after some fine tuning the idea was rolled out under the guise of Club65B, and won DMA Gold in the Retail section.

DMA Gold Retail 2017