J&C developed four email streams (spring, summer, fall and winter) that FIs could send to their customers throughout the year. 

The whole campaign was built around the offer. It had to be customizable. That way, different FIs — with different budgets — could tailor an offer that would fit their needs and still resonate with their customers: “Use your card [XX] times before the deadline and get a [$XX] eGift card” (for example, 5 transactions/$10 reward; 10 transactions/$15; 15 transactions/$20, and so on). 

Each stream had three emails, escalating the urgency as the deadline approached. The email images suggested a certain season, with people frolicking in the snow for winter, flying kites for spring, etc. The copy called out evocative, seasonal activities where your credit/debit card would be the preferred way to pay — like spending a day at a water park in the summer or going on an apple picking adventure for fall. If the customer made the required number of purchases, they received a final congratulations email that told them how to redeem their reward.