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Gift Card Promo
A successful message must strike a chord of honesty with the consumer; otherwise, they’ll tune it out. Consumers used Kum & Go gift cards for gas purchases, and little else. Kum & Go wanted more.
We asked, “Why can’t a Kum & Go gift card be used like any other gift?” The “Nothing Says” campaign used slickly designed, humor-centric executions to morph the consumer’s perception of the product into more than a gift card. The campaign expanded use of gift cards, and Kum & Go expanded use of the concept. Nothing to laugh about there.
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