ACTIVATION: PULSE REWARDS RELAUNCH WITH PRICELINE AND WESFARMERS
Situation:
Wesfarmers engaged Movement Agency to support the relaunch of its award-winning Sister Club loyalty program as Pulse Rewards, introducing Australians to a refreshed loyalty experience across participating Wesfarmers Health brands. Previously exclusive to Priceline and Priceline Pharmacy, Pulse Rewards has expanded across a broader network of health and beauty businesses, including Priceline Pharmacy, Priceline, atomica, Australian Skin Clinics, SILK Laser Clinics, Clear Skincare, SiSU Health and InstantScripts. Members can now collect points and access benefits across participating brands, whether shopping for skincare staples, booking a treatment or accessing telehealth services. The refreshed program makes it easier for Australians to be rewarded for going about their everyday lives.
To communicate this expanded offering, Movement Agency was engaged to deliver a unique, interactive pop-up experience that brought the loyalty program to life for new and existing members.
With Priceline Beauty Prescription Live taking place over two days at Campbell’s Stores in The Rocks, Sydney Harbour was selected as the ideal location for the activation. Running across 2.5 days, the pop-up included an invite-only opening night for media and key opinion leaders (KOLs), with an attendance KPI of 800 guests.
Strategy:
Movement Agency partnered with Wesfarmers stakeholders to develop an engaging creative concept that brought the relaunched loyalty program to life under the message: “Knock Down Your Everyday and Roll Your Way to More Rewards.”
To translate this message into an interactive experience, we transformed the Sydney Harbour into a bowling alley, using everyday tasks to demonstrate the many ways members could now earn rewards across the expanded health and beauty network.
Every element of the space was thoughtfully designed to educate and engage guests, with integrated messaging guiding them through the experience. From educational signage at the entrance to interactive activities showcasing everyday ways to collect points, the activation made the breadth of the Pulse Rewards ecosystem tangible and easy to understand.
At the heart of the pop-up was the bowling alley, where guests could knock down everyday tasks, from tackling a breakout to booking a laser treatment and even refilling the first-aid kit. The experience turned everyday activities into a playful demonstration of how members could unlock more rewards.
Upon arrival, guests received a $5 voucher to use on their next shop at Priceline or atomica. They could then capture a moment in the photobooth before taking their turn at the bowling alley for the chance to win exclusive gifts from brands available through participating retailers.
The activation was amplified through earned media, organic support from brand friends and KOLs, and paid KOL partnerships, extending the experience beyond the physical pop-up.
Services Provided:
Activation and event strategy development
Creative concepting and ideation
Creative direction across the build and event assets
Supplier sourcing and liaison
Supplier management and execution
Photographer coordination
Guest management, including paid partners
Press office support and execution, including media release development and media list management
Run sheet development
On-site coordination and support
Results:
Across 2.5 days, the activation welcomed 934 consumers, surpassing the attendance KPI of 800 by 16.8%. The pop-up also secured 10+ pieces of earned media coverage, extending awareness of the Pulse Rewards relaunch beyond the event itself.
