The Card's features automatically make it a market leader, customers do not have to compromise as they would with other cards. The brand promise of “Have your cake and eat it,” was translated into the thought of "You’d need a seriously good reason not to have a MINT Card”. We expressed this in a humorous scenario where our owner declares that he’d love a new MINT card, if only his hamster wasn’t so partial to the new shape. We watch in awe as the hamster wrestles the card away from its owner.

Numerical results are confidential, so we have indexed volume of accounts (actual cards issued) performance against target. On the basis of 100 being target we achieved an overall campaign index of 318. The campaign generated more hits to the website in one month than the whole of the previous year.