Junction LDN
CLARITY. GROWTH. RESILIENCE.
Junction LDN
prize competitions
Kilted Competitions wanted to turn customer loyalty into something people could actively belong to, rather than simply rewarding repeat competition entries. The result was The Kilted Club, a membership programme offering additional entries, exclusive benefits and savings across the wider Kilted experience. The challenge was making the proposition feel distinctive and easy to understand, while giving the club a personality of its own.
This began by creating a visual direction centred around Laird Kiltie, a character designed to give the Club a recognisable face and help members navigate its competitions and communications. Alongside this, we developed a messaging framework built around three key moments: creating anticipation before launch, communicating the Club going live, and maintaining momentum afterwards to drive ongoing sign-ups. The approach gave Kilted Competitions a consistent story to tell, rather than treating launch as a single moment.
That thinking was carried across social carousels and slider posts, email and WhatsApp communications, as well as a dedicated Kilted Club hub explaining the four membership tiers, benefits, competitions and winners. We also enhanced the members’ login area to give people control over their membership, including the ability to upgrade or downgrade. The result is a Kilted Club proposition, with the personality and communications framework needed to build membership over time.