The new member's club for Londoner's was effortlessly cool. But convincing people how cool it was? Well, that part was a little less effortless. 

 

In anticipation of the program's launch, we tried out a number of headlines to catch potential members' eyes in print, on social, and OOH. The most important criteria? Find a way to make a discount program feel like a luxury -- while cutting through a city's worth of noise.