Lotte Members, L.PAY Life Club... iF Design Award Main Prize

Brand Character 'Elpi' Integration
Friendly and Natural Brand Experience Through Goods

On the 18th, Lotte Members announced that they received the Grand Prize in the Communication category at the international design competition 'iF Design Award 2023' for the design of the 'L.PAY Life Club' campaign on the 14th.

Started in Germany in 1953, the iF Design Award is considered one of the world's top three design awards alongside IDEA and Red Dot Design Awards. This year, about 11,000 works from 56 countries competed.

Elpay Life Club [Photo by Lotte Members].

This year's winning work, L.PAY Life Club, is a marketing campaign content regularly published on the L.Point mobile web and application (app). Launched in April last year, it is filled with light and diverse content so that 42 million L.Point and L.PAY members can easily participate in topics that match their interests. Monthly, lifestyle-related themes such as golf, tennis, wine, black tea, and year-end parties have been selected, offering quizzes, missions, and providing participants with prizes or discount benefits related to the themes.

In this competition, the campaign was highly evaluated for integrating the brand character 'L.P' into the monthly changing themes to attract users' attention and encourage participation, allowing them to experience the brand in a friendly and natural way. The use of character goods (related merchandise) prizes such as golf balls, wine glasses, and tennis socks related to the themes helped extend the brand experience from online to offline, which also contributed to the award.

Han Jae-jung, head of the Loyalty Marketing Division at Lotte Members, said, "We aimed to maintain a close relationship with customers through regular marketing campaign activities rather than one-time events," adding, "We plan to continuously present content that L.Point and L.PAY members can easily and familiarly access in their daily lives."

This content was produced with the assistance of AI translation services.