We selected two most affinitive channels for our target group; they were also in the top 6 in terms of reach and share. And we chose the “Ex-Wives Club” reality show, aired in Russia for the first time, and local TV series “Ne rodis krasivoy” (“Ugly Betty” local analogue).

In both programmes the main heroes demonstrated usage of the credit cards as anyone else should - for making purchases and service payments.

MasterCard ownership has fallen by 32%, Visa ownership, has grown up to 29% - the highest VISA card penetration ever.VISA judged as Best overall Card – growth of 50%, achieving highest index ever.VISA becomes acknowledged by consumers as “best way to pay” – 38% growth of this indicator