Customer reward scheme的意思是甚麼?

Create the brand for a radically new customer reward scheme.

請幫我解釋一下,這整句的意思。
謝謝各位知識家^_^
更新: reward scheme好像是一個專有名詞

我把全文打上來,供各位參考。
這兩個單字我都分別知道意思,但是他用在這文章哩,到底是指甚麼樣的東西??

謝謝各位

The brief
It’s a big creative opportunity:create the global brand name and identity for a radically new customer reward scheme.
更新 2: there's one key difference about this scheme. Customers will be able to form groups around there shared interests, passions and tribal loyalties. Then they will be able to "lobby" for incentives from brands that match their profile.
更新 3: And similarly, brands will be able to be'bid' for these customer's loyalty. All this will happen on a website which has features similar to current social networking sites.
更新 4: the new brand you create will compete with established national and international reward schemes. The name and identity must work globally. And must work with the logos of key partners.
更新 5: to 小英:

沒錯,這就是從那個比賽出來的。這個內容是他其中項目的brief^_^
你說的那支影片我也看了,新加坡的學生抱得大獎(雖然他有點像司迪麥的那種無裡頭)

D&AD是國際上藝術指導與創意指導的團體,不遺餘力推廣並鼓勵學生有創新的思考與想法。

感謝你的用心


to diocequeen:

所以他是要創造一個以消費者為主,並且加以回饋的品牌
就是參與越多得到越多的感覺。

果然是個商用專語阿~~謝謝你的解釋
更新 6: 這篇文章的出處是在http://sa09.dandad.org/studentawards09/index_logged_in_other.php

D&AD的競賽網站裡
哈哈~哪天變成TOEIC考題也說不定
3 個解答 3