Espírito Santo Bank (BES) has launched unto the market a new and innovative personal credit card. This card, completely white, differentiates itself from all its competitors due to the fact that it is paid in fixed monthly payments with 0% interest. The goal of this mailing was to send to BES clients a pre-approved White Card and encourage its immediate use.

The fixed monthly payments with 0% interest allow the clients to know exactly how much they’re paying at the end of each month, which represents a greater freedom in the use of their card, without any risk of losing control. In practical terms, they have “white letter” (an untranslatable Portuguese idiomatic expression equivalent to “green light”, in the sense that it endows someone with the liberty to do whatever they want, concerning a certain situation) to use their credit as they please, knowing that in the end they always pay the same.

8,700 DMs were sent out. 836 people activated the card in a 4.73% response rate.