To challenge inertia, this campaign demonstrates the consumer’s inner conscience rising up and manifesting itself as a talking sock with a life of its own. Worn on the hand of its owner, the sock fights back against the rip-off society we all know too well – and cites Egg Card as the perfect antidote in a less-than perfect world. Taking the lead from the TV campaign, we employed an assertive tone of voice to deliver specific product messages - while opting for an illustration style for the sake of simplicity and stand-out.

N.B. All results are confidential.Campaign integration across all communication channels exceeded all success criteria. Brand consideration rose by 37% while trust and confidence grew by 13% (April – July). Egg Card acquisition achieved 102% of its sales target and uplifted the January-April run rate by 25%. Loans achieved 113% of its sales target and uplifted the January-April run rate by 69%. Both Egg Card and Egg Loans saw record sales since product launch, with the launch month – May 2003 recording the highest level of applications ever.