Opportunity:
Cassette was engaged to assist on the strategic and creative rebrand of one of Australia’s most coveted membership programs – that of the Melbourne Cricket Club (MCC).
Revamping the MCC membership program.
MCC
Disciplines
+ Creative
+ Content
+ Communications
Disciplines
+ Creative
+ Content
+ Communications
Strategy:
Arising from the need to create new membership cards for all MCC members, we were brought onboard to rethink and redefine the underlying strategy behind the program itself. This involved introducing a new spend-based rewards program called MCC Plus that gives members a valuable rebate on food and drinks bought at the MCG. Not only did we name the program, but we designed its identity, and created and delivered all electronic and printed materials to support its launch.
Success:
The result is a successful membership evolution that takes the MCC experience to the next level for its members and builds greater value into the MCC brand itself.