The Big D campaign

Deacons has been in Kenya since 1958, operating retail establishments including franchise and department stores selling ladies, men’s and children’s clothing, footwear, accessories, toiletries, gifts, home-furnishings, cosmetics and sporting goods among other items in East Africa.

Deacons approached BSD to develop a campaign around their new loyalty program. It is readily accessible across all stores under the Deacons Limited umbrella in Kenya, making it the biggest multi-brand program of its kind in Kenya and the East African region. The aim of the campaign is to communicate about the Loyalty program and to get consumers to register. BSD was involved in developing a big idea for the campaign and creating a look and feel that matched this direction.

The result is The Big D campaign. An innovative campaign driving potential and current Deacons customers to sign up to the Loyalty Program. It is currently running on print, TV, Radio and online.