marks & spencer. don’t open me.

The challenge from M&S was to capitalise on their increased seasonal footfall in December by offering an incentive for customers to return to store in January.

our approach.

Don’t Open Me (DOM) is a proven footfall driving tool, developed by tbk, that delivers high engagement and redemption levels.

Customers were encouraged to return to store with their unopened DOM during the New Year, where a Brand Ambassador validated the opening of the sealed DOM, revealing guaranteed prizes and managing fulfilment.

DOM provided a simple and effective way for M&S to communicate with their customers; driving footfall into store, delivering an impressive 73% increase in basket spend and a 279% campaign ROI.

This campaign won a Gold Retail IPM award.