Only Fridays

Here’s the idea.

A rewards IP built around experiences people would want to tell a story about.

Only Fridays replaces the familiar cashback proposition with unexpected, culturally relevant rewards. We worked on an IP where the anticipation is part of the experience.

The possibilities ranged from a gameshow with Karan Johar to a house stocked with Dyson products and a Bangalore chef’s crawl with chefs from places such as Naru. Each reward became a premise, giving members a new reason to pay attention on Friday.

A reward can be more than a transaction. It can be the start of a story.