Samsung wanted to build a long-term engagement with their premium customers, ones who purchased Samsung phones worth Rs. 20,000 and above. They were looking to engage with this customer base consistently and over a longer period instead of instant gratification which could be achieved through Strategic Alliances. The channel chosen for offer delivery was the My Rewards app, which came loaded on premium handsets. Ten new and exclusive alliance offers were made live every month for two years on the app which were very relevant to this segment. We tied up with major brands and delivered ten exclusive strategic alliances every month which could be used by anyone having the My Rewards app on their Samsung phone. These alliance offers were strategically classified under five categories namely, travel, health & fitness, lifestyle, shopping, and dining – two offers per category. For instance, offers on drinks at Hard Rock café, dining experiences at Taj, and so on. During the campaign, the customer engagement and app rating shot up across all regions.