The situation

NCB wanted to create an exciting summer promotion to create a lift in its credit card portfolio. This campaign needed to stand out as one of the main competitors already had a campaign with similar mechanics out in the market.

The solution

I did a competitive analysis of the creative and messaging of the competitor’s campaign to discern what the strengths and weaknesses were. We aimed to make our collateral feel more personal and chose to display talent interacting with the cards as well as celebratory elements to drive home the concept of winning. We also added a sonic component to the campaign in the form of a catchy upbeat jingle. Our strategy for this campaign was to make the mechanics easy, the creative exciting and the placements abundant – and so we recommended the lion’s share of the budget be focused on frequent media placement. The campaign contributed to NCB exceeding its target for credit cards by 41%, the target for prepaid cards by 6% and meeting its acquisition target – a resounding success.

JINGLE