Screwfix Turns Rewards Notifications Into Real-World OOH Comedy With Sir Mo Farah

Local OOH: Screwfix Gives Its Rewards Programme a Human Face

Screwfix has launched a new campaign for its loyalty programme, Screwfix Rewards, created by M+C Saatchi Group UK.

Called “Screwfix Rewards: Motifications”, the campaign imagines ambassador Sir Mo Farah as a real-life version of the Screwfix app.

After noticing that customers receive alerts through the app, Mo takes it upon himself to personally deliver Rewards notifications to tradespeople, complete with his own unmistakable alert sound: “PING!”

For retail brands looking to turn loyalty, app features or service benefits into creative outdoor storytelling, Local OOH can help plan billboard, DOOH, transit and street-level campaigns that connect brand utility with real-world visibility.

The Third Chapter in Screwfix’s “No Stopping You” Platform

This is the third instalment in Screwfix’s broader “No Stopping You” platform.

Earlier chapters used Mo’s enthusiastic “new recruit” character to highlight convenience services. This latest chapter shifts the attention to loyalty and the practical boosts that help tradespeople keep moving.

That matters because the campaign does not try to position Rewards as something flashy or overblown. Instead, it presents the programme as a set of useful benefits that fit the daily rhythm of work.

Launched in October 2025, Screwfix Rewards gives customers access to Exclusive Offers, Surprise Perks and Spend & Save rewards, giving the brand a useful product truth to build the creative around.

Why “Motifications” Works as a Loyalty Idea

The smart leap in the concept is that it turns a familiar app function into a personality.

Instead of talking abstractly about benefits, Screwfix makes the notification itself the campaign hero. Mo Farah physically appears wherever tradespeople are working and presents Rewards like a living push alert.

That gives the loyalty message a human face, a strong comedic hook and an instantly repeatable device across film, OOH advertising formats, social and audio.

The “PING!” Becomes a Sonic and Visual Trigger

The recurring “PING!” is more than a joke. It becomes the campaign’s creative system.

In the hero film directed by Andrew Gaynord through MindsEye, Mo appears in improbable but believable places: leaping from a plumber’s van, hiding under the stairs with an electrician, emerging from a hedge to surprise a gardener and scaling scaffolding.

Every appearance lands the same way, with a Screwfix Rewards notification and an enthusiastic PING. That repetition helps the campaign feel coherent no matter the medium.

In radio and digital audio, the PING becomes the joke itself. In OOH and digital stills, the illuminated notification prop makes that same idea visible at a glance.

OOH Makes the Rewards Notification Tangible

One of the most effective details in the campaign is that the Rewards notification has been turned into a real physical prop.

It keeps the recognizable proportions of an app notification, but becomes an illuminated lightbox that Mo can hold, present and deliver in person.

That move is especially useful for outdoor media because it gives the idea instant clarity. Even when viewers only have a few seconds, the creative tells them exactly what is happening.

For brands that want to convert digital interfaces into memorable real-world media, Local OOH can help shape campaigns that work across digital and physical touchpoints.

See how Local OOH can bring loyalty and retail campaigns into public spaces

British Comedy Keeps the Campaign Grounded

Part of the charm of the campaign is its tone. However absurd Mo’s appearances become, the world around him stays recognizably real.

That grounded British comedy has carried through the previous films and continues here, helping the humour land without making the message feel disconnected from the audience.

Mo’s natural warmth and enthusiasm play against the deadpan confusion of the tradespeople around him, making each encounter feel like a small comic sketch rather than a hard sell.

Photographer Kelvin Murray worked alongside MindsEye to translate the same world into stills, re-lighting locations and capturing Mo in authentic trade environments that can flex across OOH, social and digital.

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What Brands Can Learn From Screwfix Rewards: Motifications

• Utility can be a creative platform. The app notification becomes an entire campaign world.
• Consistency builds recognition. The PING and the notification prop connect film, OOH, audio and digital.
• Humour makes loyalty more engaging. Practical benefits feel more memorable when delivered through character and comedy.
• Physical props improve OOH clarity. Turning an interface into an object makes the idea instantly understandable.
• Believable settings strengthen the joke. The authentic trade environments keep the absurdity grounded.

Bring Your Next Loyalty or Retail OOH Campaign to Life

If your brand wants to turn product utility, rewards messaging or service benefits into creative public storytelling, contact Local OOH to plan your next campaign.

From digital billboards and transit media to street-level formats that suit retail, loyalty and service brands, Local OOH can help build an OOH campaign that works across every stage of the customer journey.