"We absolutely knew that we were by no means the first brand to launch a credit card, and by the look of things we won't be the last," said Quinton Cronje, head of marketing for Clicks, "but what differentiates us is that the ClubCard Credit Card is not just about readily available credit to the consumer. It's about appealing to the responsible side of our primarily female consumer base and offering them a way of accessing credit but also ways of managing it wisely."
Clicks decided to run 'financial boot camp' competitions on Ukhozi FM, KFM, Metro and RSG, enlisting the help of finance guru Iona Minton. Minton recorded a series of radio tips especially for the Clicks in-house radio station which can be listened to in-store at Clicks branches countrywide. Radio tips range from 'know what you're worth' to 'how to deal with a spendthrift spouse'. A number of her pearls of financial wisdom also appear on the Clicks website, and can be viewed at www.clicks.co.za.
On the flipside of the retail store's branding, the Clicks TV ad campaign took an interesting twist when the launch of what was initially meant to be just a staff motivational campaign developed into the official Clicks nationwide TV ad for Christmas. Charles Tertiens, a magician from Cape Town, was hired to go to Clicks stores and bring the 'Magic Gifts, Magic Prices' tag line to life for a few lucky Clicks shoppers. With the help of Gabby le Roux, Mandoza's music producer, Francisca Blasich on vocals and Given Phike rapping, a catchy song was produced and a visually stunning music video compiled to support the tagline.
Once the appeal of the song and video was realized during the pre-Christmas roadshow to Clicks staff, the powers that be recognized this was destined for bigger and better things. The ad is now being flighted nationally and instore for the holiday period, and customer response has been overwhelming.
