Our objective was to re-invigorate the card to drive acquisition. We needed to challenge the target audience to firstly re-appraise the card by getting them to look at it differently, and then have them consider it as an additional product that would benefit them in a different way. Persuading them that there was room in their wallet by communicating the innovative benefits that extend beyond the point of purchase. These key benefits making it easier to get items replaced, repaired or refunded and differentiate the card from the rest of the competition.

The strategy was simple: communicate clearly that the card keeps on working for you after others stop. Highlighting the product’s excellent but lesser known benefits, and using them to turn the product into a convenient, personal, ever-ready source of reassurance instead of using the product as just another way to pay. This way the annual fee would be perceived as great value for money in the eyes of the potential target audience. The fastest way to instill the products benefits was to demonstrate first hand as there is more of a practical bond rather than emotional.

Full results are not yet available, however early indication is that the 'Tag' pack is outperforming the control.