The creative insight was derived from the way men and women feel about spending money. Women have an internal guilt meter about spending money men don’t.We promoted a cash-back product to this audience which tapped this mindset perfectly.The creative idea was derived from earning cash-back from your everyday shopping which could be turned into ‘guilt-free indulgences’ just for you.The creative device was a beautiful, highly tactile, gift box just waiting to be assembled, and filled with their ‘guilt-free indulgence’ - from me to me (with love and affection)!

For the first time, with all other variables being equal, creative alone outperformed the female control cell by 10.6%.The women who responded to the pack where also younger than those in the control cell (41 versus 45) - better lifetime values.

Average incomes where £10k higher that the target income, with 70% meeting the high income criteria.Another first, this pack produced more responders (20% uplift) when compared a mixed gender control cell.