We developed two different promotions one for acquisition and one for activation and usage of holders. Since the market is saturated with promotional gifts of low value, we decided to spend the whole budget in one high value object 5 BMW Mini car. For every 200 euros in payments during the promotional period the card holder gets one participation number in the draw. Claim: What do you prefer a mini gift or a Mini as a gift. The tone of the communication used humour and the result of the draw was published on line through a banner.

5% increase in usage of new Card Holders. The action is going to be repeated through out the year 2004 due to the excellent results reached.