Most of the credit card holders use their cards not only for shopping but also for automatic bill payments which actually delay the payment for one month. So the credit card becomes a tool for personal money management. With such usage habits we had to offer a service that enabled them to cover their debts.

The competition was focusing on joy of shopping and the advantages of credit cards in shopping. With the 2 to 4 times larger media spending of the competitors, it is not possible to sell new credit cards by following the herd and focusing on “the joy of shopping” route.

We had to disrupt. Our route was to position CardFinans as the financial supporter of those in need. So the phrase “The power is yours”, embodied in the “shrinking man” became the creative platform of the campaign; using the “shrinking man” as the psychological reflection of the feeling of embarrassment when a loan request is rejected.

If money is power, than the lack of money makes one feel smaller and smaller to the point of feeling invisible.

CardFinans received almost 300,000 applications and total CardFinans sales volume has increased by 15% in the same period. The bank has fulfilled 2008 year-end objectives as early as March 2008.