Direct > Use of Media

EGG - WHAT'S IN IT FOR ME?

LOWE PLUS, London / EGG / 2004

Awards:

Gold Cannes Lions
CampaignCampaignLayout(opens in a new tab)
Presentation Image
1 of 0 items

Overview

Credits

OVERVIEW

BriefExplanation

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?”

CampaignDescription

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.

Outcome

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.

More Entries from Integrated Solutions in Direct

24 items

Grand Prix Cannes Lions
WARREN

Commercial Public Services

WARREN

VIRGIN, HOST

(opens in a new tab)

More Entries from LOWE PLUS

3 items

Gold Cannes Lions
EGG - WHAT'S IN IT FOR ME?

Integrated Solutions

EGG - WHAT'S IN IT FOR ME?

EGG, LOWE PLUS

(opens in a new tab)