In a market where Gold cards had become devalued, and where the direct Platinum competitor was focusing on rewards, our creative had to address real Platinum brand experience. The card positioning was 'You name it, it does it'. With very little above-the-line support, it was the job of both high and medium value packs to deliver on this promise. Design, copy tone and manner had to clearly differentiate the BNZ Platinum brand.

After just one single mailing, BNZ have already achieved their acquisition target to financial year-end 2005, eight months ahead of schedule. Bearing in mind the aggressive activity undertaken by American Express at the same time, optimistic expectations were set at a 10% response rate. The actual rate achieved was an outstanding 17% with 3,005 new accounts opened during the campaign period. New accounts came from both existing Gold cardholders and existing BNZ customers who previously had credit cards elsewhere.