Four years ago Egg Card was the first credit card in the UK to offer its customers 0% APR. Now there are over 40 credit cards offering 0% APR. Having caused a major shake up in the industry, Egg Card wanted to regain lost ground, as well as increase its market share in a fiercely competitive and overcrowded market. In a world where we grow accustomed to mis-selling, overcharging and poor service, Egg wanted to encourage the consumer to challenge this norm and ask themselves one simple question: 'What’s in it for me?'.

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 know too well. It was decided to give the campaign awareness amongst the industry itself. A trade magazine for creatives was launching and so we used this to raise awareness. The character appeared on the bottom right hand corner of every page, creating a flick book with a full page ad inside back cover.

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.