Fnac membership card campaign

CHALLENGE

strengthen the relationship with Fnac members, a highly valuable and engaged audience, by increasing visit frequency and loyalty through exclusive Fnac Card benefits and dedicated campaigns, with a special focus on Member Month, the brand’s main annual initiative targeting this segment.

INSIGHT

in a context where promotions are undifferentiated and easily replicable, the challenge was not to communicate advantages, but to restore meaning to being a Fnac member.

the insight is simple: those who choose Fnac repeatedly do not just want to save money, they want to feel recognized.

from this tension comes “The Affiliate is King”, an idea that transforms a benefits program into a statement of status.

SOLUTION

the film brings this concept to life by transporting the member into a symbolic world of royalty, where every interaction with the brand is reinterpreted as an act of privilege and distinction. the aesthetics, tone and narrative build a clear analogy between commercial benefits and symbolic power.

more than explaining benefits, the film makes the audience feel them. because when everything communicates discounts, standing out means making the customer feel valued.

DESIGN

the crown brings the concept “The Affiliate is King” to life through typography.

built from the letters of FNAC, the piece transforms the brand into a symbol, merging form and meaning. the lettering was designed to be both legible as a brand and recognizable as a crown, with elongated stems that create rhythm and hierarchy, and a curved base that reinforces the idea of royalty.

more than a formal exercise, the piece expresses the campaign’s positioning: the FNAC name itself rises to crown its audience.

360 CAMPAIGN

the campaign was developed as a 360° initiative, with presence across television, digital channels, points of sale and radio, ensuring an integrated communication throughout the entire customer journey. with nationwide reach, the campaign ran across Portugal, securing strong visibility on both TV channels and digital platforms.

two radio spot approaches were developed: one institutional, focused on the campaign concept:

and another dedicated to product promotion:

RESULTS

DIRECT BUSINESS IMPACT
• +11.99% growth vs. previous campaign
• Best revenue week
• Peak driven by telecom, leading in units and sales
• Reversal of negative average spend trend

CUSTOMER ACQUISITION
• 5,879 new memberships
• Target: 4,000
• Result: +47% above target

COMMUNICATION SCALE
• +4 million impressions (YouTube bumpers)
• 1.19M unique users reached
• 3.2M impressions in the giveaway campaign
• 834,981 unique users (social)
• 14,822 landing page visits
• Radio: 63% reach, 18,216 contacts
• TV: 52% SOV with continuous presence