The insight was that people like getting things for free, particularly if its related to what they frequently purchase.

For instance, if you buy a lot of snacks, you might need acne cream at Watsons. Which you might get it for free with a Watsons member card.

So we imagined a scenario where someone who has bought many items of one kind will get another item free that they could use.

We took recognizable brand’s logos and turned them into the product that people could get for free.

There was a sharp increase in the number of people who expressed interest in enrolling in the member card.