Screwfix Rewards: Motifications

Screwfix has launched a new campaign for its loyalty programme, Screwfix Rewards, created by M+C Saatchi Group UK, which sees ambassador Sir Mo Farah become a human version of the Screwfix app.

‘Screwfix Rewards: Motifications’ is the third instalment of Screwfix’s broader ‘No Stopping You’ platform. Having previously used Mo’s relentlessly enthusiastic ‘new recruit’ to showcase Screwfix’s convenience services, this latest chapter turns to loyalty and the little boosts that help tradespeople keep moving.

Having discovered that customers are alerted to their Screwfix Rewards through notifications, Mo takes it upon himself to personally deliver them to tradespeople across the country as his own 'Motifications', accompanied by his distinctive human impression of a notification alert: "PING!"

The campaign aims to build momentum behind Screwfix Rewards, driving new sign-ups and deeper engagement among existing members, while giving customers another reason to download the app, sign up for rewards and keep coming back.

Launched in October 2025, Screwfix Rewards gives customers access to Exclusive Offers, Surprise Perks and Spend & Save rewards. In a crowded loyalty market, the campaign avoids promises of outsized rewards, instead positioning them as useful, distinctly Screwfix boosts that help tradespeople get the job done.

Directed by Andrew Gaynord through MindsEye, the hero film sees Mo appear wherever tradespeople are working: leaping from a plumber’s van, hiding under the stairs with an electrician, emerging from a hedge to surprise a gardener and scaling scaffolding, each time presenting a Screwfix Rewards notification with a loud “PING!”

The recurring PING becomes a creative and sonic device across the campaign. OOH and digital capture Mo physically presenting Rewards notifications, while radio and digital audio turn his increasingly persistent PINGs into the joke itself.

Returning for the third instalment, director Gaynord continues the grounded British comedy of the previous films. However absurd Mo’s behaviour becomes, the world around him remains believable, from hiding among a sea of coats to bursting from the back of a plumber’s van.

Mo’s performance draws on his natural warmth, energy and enthusiasm, contrasted with the deadpan confusion and overreactions of the tradespeople around him, with casting helping land each comedic exchange.

The Rewards notification was brought into the physical world as an illuminated lightbox prop, retaining the recognisable proportions of an app notification and giving Mo something tangible to interact with.

Photographer Kelvin Murray has worked alongside MindsEye to translate the same world into stills, re-lighting locations and capturing Mo in the authentic trade environments featured in the film. Adaptable studio assets have also been created for use across OOH, social and digital.