AdSpark teams up with Payless to elevate shopper engagement with tech-driven rewards

AdSpark and Payless have introduced their new approach to retail engagement with the launch of the Payless Bigatin Promo. This initiative harnesses digital technology to create an interactive and rewarding shopping experience for consumers.

At the heart of the initiative are SparkTech and SparkRewards, solutions designed to streamline participation and prize distribution, while equipping Payless with valuable consumer insights to refine future marketing efforts. By enabling real-time data collection and analysis, SparkTech aims to empower brands to craft more impactful and targeted marketing strategies, ensuring greater relevance to their audiences.

"We are pleased to partner with Payless on this project, which showed how strategic mechanics can drive sales and build brand affinity, reinforcing AdSpark's role as a key enabler of digital solutions," said AdSpark COO JL Erestain.

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RJ Sumilang, AdSpark's director of growth, echoed this sentiment: "We always strive to bring added value to our clients. Working with AdSpark allowed Payless to offer a more convenient way for consumers to enjoy their product while strengthening the connection with them."

The Payless Bigatin Promo aims to introduce an effortless participation process powered by SparkTech. Shoppers simply scanned QR codes on promotional materials to enter, removing friction from the traditional contest entry process.

Through SparkRewards, a tiered reward structure was implemented, allowing instant validation and prize distribution. Customers had the opportunity to win major prizes based on their spending levels, including exclusive tickets to the Grand BINIverse Concert with soundcheck access, as well as cash rewards of 100,000 pesos (US$1,700).

With a minimum purchase threshold of just 10 pesos (US$0.17), the promo was designed to be inclusive, ensuring broad accessibility while maximising customer reach.

"This partnership with AdSpark has truly elevated how we engage with our customers. The seamless execution of the Payless Bigatin Promo not only enhanced consumer participation but also provided us with invaluable insights on how we could better serve our market," said Raymond Kalaw, group product manager at Payless.

AdSpark is a portfolio company of Globe's 917Ventures under Brave Connective Holdings. It recently acquired DeepSea and Secret Menu, adding the former's programmatic advertising expertise and the latter's creative production capabilities to its adtech ecosystem.

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