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 all know too well – and cites Egg Card as the perfect antidote in a less-than perfect world. Taking the lead from the TV campaign, we employed an assertive tone of voice to deliver specific product messages - while opting for an illustration style for the sake of simplicity and stand-out.

N.B. Results are confidentialCampaign 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 Jan-April run rate by 25%. Loans achieved 113% of its sales target and uplifted the Jan-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.