Scene+ It Win It

Medals Won

• 🥉BRONZE – Best Loyalty and Retention Program

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Campaign Overview

As inflation and cost-of-living pressures reshaped Canadian spending behavior, loyalty programs faced rising scrutiny and competition. Despite Scene+ offering value across everyday categories—from groceries and dining to entertainment and travel—73% of members were only transacting with one partner, severely limiting cross-partner value and revenue growth. The challenge wasn’t awareness—it was behavioral inertia.

Scene+ It Win It was created to rewire loyalty behavior entirely. Instead of rewarding only spending, the program rewarded curiosity and discovery, transforming passive points accumulation into an interactive, gamified experience designed to make cross-shopping habitual—not optional.

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Creative Concept

· Gamified Partner Discovery: Scene+ introduced a fully gamified contest platform that transformed partner exploration into a reward mechanic—giving members contest entries for discovering and transacting with partners they had never used before.

· Data-Driven Personalization Engine: Powered by Salesforce Data Cloud and Marketing Cloud, each member received a tailored discovery journey shaped by their historical transaction behavior. A movie-only member might be guided toward groceries or home improvement, while a grocery loyalist might be nudged toward entertainment or travel.

· Interactive Learning Experience: An embedded in-app game turned partner education into an engaging, interactive experience users actively sought out—shifting loyalty from a passive points system to an addictive, personalized, revenue-driving journey.

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Execution Strategy

Behavior-Based Audience Segmentation: Canadians aged 25–54 were divided into three actionable groups—single-partner users, multi-partner users, and non-transactors—with each segment receiving tailored incentives designed to shift behavior one partner at a time.

Real-Time Automated Engagement: Marketing automation drove email, app notifications, and social messaging, with Einstein AI optimizing send-time and content delivery to hit peak engagement moments and maximize discovery momentum.

Gamified Reward Progression: Members were guided through a structured trail of increasingly valuable rewards, encouraging exploration of new partners through motivation and play rather than instruction or information overload.

Incremental Ecosystem Introduction: Instead of overwhelming users with the full partner network, Scene+ introduced discovery in staged, digestible steps—turning habit change into a guided experience rather than a friction point.

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Impact and Results

· $4.4M in incremental partner revenue, demonstrating significant commercial lift driven by increased cross-partner engagement.

· 228,000 first-time cross-shoppers, evidencing large-scale behavior change as members explored partners they had never transacted with before.

· 12,000 new Scotiabank credit card acquisitions (4× target), proving the program’s ability to drive high-value financial product adoption.

· 7.5:1 positive ROI, validating the campaign’s efficiency and its ability to translate engagement into measurable business outcomes.

· 83% of participants willing to recommend, signaling strong advocacy and satisfaction with the gamified experience.

· 96% willing to participate again, confirming repeatability and longevity of the engagement model.

A permanent engagement engine, redefining how members interact with loyalty and establishing Scene+ as an ongoing driver of partner discovery and revenue.

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Why It Worked

Scene+ It Win It worked because it didn’t try to persuade members to care about loyalty—it made discovery rewarding in a way that felt effortless. By merging first-party data, AI-driven personalization, and a gamified learning layer, the campaign removed friction from a complex partner ecosystem and replaced it with simple, motivating steps that fit naturally into everyday behavior.

Gamification amplified human motivation rather than replacing it. Members weren’t overwhelmed with every partner at once—they were nudged toward one new action at a time, at the exact moment they were most receptive. This turned loyalty from a passive points system into an active habit, reshaping how Canadians engage with Scene+ long after the campaign ended.