Following the first campaign for the launch Pronomia loyalty program, in which we successfully got over 100,000 members on board, the challenge was to build on this momentum and deepen customer engagement in a meaningful way. Bank of Cyprus wanted to go beyond transactional rewards and create an emotional connection with its members, especially those in higher tiers, by offering unique lifestyle experiences that reflect their interests. The goal was to position Pronomia as more than a points program, but as a platform that truly rewards loyalty with unforgettable moments, while encouraging more customers to join or move up to the next tier.

At the heart of the campaign was a simple, yet powerful message: “The Choice is Yours.” This concept captured what Pronomia is all about, giving value back to customers in a way that feels personal, exciting and truly rewarding. Instead of a one-size-fits-all prize, Pronomia Loyalty Scheme handed over the power of choice to its members, allowing them to select the experience that spoke to them most.

From world-class football matches across Europe to unforgettable concerts by global superstars, winners could choose the memory they wanted to create. This flexibility turned a rewards campaign into something more emotional and engaging, it wasn’t just about receiving a prize, it was about choosing how you want to live it.

With this idea, the campaign positioned Pronomia not only as a loyalty program, but as a lifestyle enabler, one that understands its members and celebrates their individuality and respects their choices.

The campaign came to life through a playful and imaginative film that brought the concept “The Choice is Yours” into the spotlight quite literally. We meet our main character lounging comfortably on his sofa when the familiar voice of Pronomia chimes in with a question: “Concert or football match?” As he answers, the scene around him begins to shift, through special effects and clever use of props and set design. A football scarf appears around his neck, confetti rains down, a microphone drops into his hand, or a ball rolls by his feet. The living room stays the same, but suddenly it feels like he’s in the middle of a stadium or front row at a concert.

This fun, unexpected transformation perfectly captured the spirit of the Pronomia Lifestyle campaign: unforgettable experiences, delivered where you least expect them.

The voiceover wrapped it all together: “With a chance every week to choose your experience, the choice is yours.”

Customers were invited to sign up or upgrade their Pronomia tier and be automatically entered into weekly draws. Turning everyday loyalty into extraordinary memories. A simple, powerful thank you from Bank of Cyprus, made real.