Ensuring everyday usefulness

Making a credit card brand part of day-to-day life …

The issue

People use their credit cards primarily for large purchases, preferring to use their cash and debit card for other everyday transactions. Our financial services client wanted to re-position their credit card as suitable for all purchase occasions.

What We did

Our global brand positioning and tracking studies identified how the brand could re-position itself, focussing on creating more informal, everyday aspirations. This identified the key drivers of daily purchases and the barriers to adoption. We carried out message testing to determine what would best overcome these consumer barriers.

The outcome

A new global brand campaign was launched, supported by a broad range of tactical promotion activities. Our tracking revealed the brand was given a new lease of life, was revitalised and saw a dramatic uptake in day-to-day spending on their credit card.
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