Melita | MyRewards

Melita's MyRewards program says thank you to existing customers while giving new ones a reason to switch. Access to discounts across devices, retail, entertainment and restaurants. We built the campaign around one simple truth: Extra Feels Good. To bring that feeling to life, we created MeMe: a pink, fluffy ball of joy, a real-life Melita starry-faced emoji.

Year

2025

Scope

End-to-End Campaign Development

Industry

Telecommunications

Country

Malta

To bring "Extra Feels Good" to life, we created MeMe: a pink, fluffy ball of joy, a real-life Melita starry-faced emoji. Playful, mysterious, and a little magical, MeMe turns ordinary home moments into mascot-led celebrations the instant a reward is claimed... dramatising the small thrill of getting something extra.

Four short-form reels, each following the same rhythm: a calm, relatable moment, a cheeky notification, MeMe's mysterious entrance, and a euphoric celebration the second the "Extra Feels Good!" button is pressed. In Midnight Claim, a millennial gamer-dad claims his reward at 1am while trying not to wake the baby and gets a full on disco in return. Mundane becomes magical, one claim at a time. We delivered four full AVs with different protagonists, alongside billboard designs and a suite of digital assets, bringing MeMe out of the screen and into the real world, so "Extra Feels Good" showed up everywhere Melita customers did.