Eshin Direct

UA Loyalty Club

If anyone has the pleasure of going to a UA cinema soon, then notice the little leaflet they give you about joining the UA Loyalty Club. There’s even a big call-to-action – “Join Now and Get…”, followed by a list of wonderful stuff you could get if you were a member. Get this, you also get discounts at swank places like The Stone Grill. And save up enough points, you get the “opportunity” to buy cute selected crap at discount prices (+points value). Salivating already?

Great. Now, try joining. Maybe I’m being unfair because I can’t read the Chinese and this might be part of the “let’s do everything important in Chinese and not English” movement, but now all I have is a four-colour leaflet detailing stuff that I have no possible use for if I’m not a member. I can’t even respond to their call-to-action and “join now”. I can’t even do it online either.

I mean, maybe it’s an invitation-only thing, but why are they giving me this stupid leaflet in the first place when they don’t know me from adam and also, in big bold letters, asking me to “join now”? I want to “join now” but I can’t. How frustrating and what a big waste of money.

Any DM piece should have information on how to take part. You don’t even need to work in advertising to know that. Even so-called prestigious “members only” loyalty club brands have some sort of information detailing what you need to do (e.g. “don’t call us, we’ll call you”). So, to the ad agency or marketing genius that came up with that 4-colour throw-away, you should be shot. Well, fired at least.