Credit, debit, reward, loyalty, gift, phone and other cards.
That's Using Your Cards Wisely
Despite being the country's #1 card issuer, Citi found itself suffering the effects of commoditization. Challenged to break-out of the rates and fees game, the resulting campaign gave consumers a reason to care about a brand they'd probably never even noticed. Answering consumers desire for a partner to help them use their cards wisely, Citi launched the "That's Using Your Cards Wisely" campaign. In addition to demonstrating advertising's potential to drive the business, the effort began the process of redefining the brand as a credible consumer advocate in a category full of self-interested companies.
Client: Citigroup, Inc.
Agency: Fallon Worldwide
Get on with Life
Visa Check Card, supported by the "Get on with Life" campaign, significantly surpassed all business objectives. Capitalizing on the Brand's "It's Everywhere You Want To Be" equity, the Check Card complements Visa's credit product portfolio and has contributed significantly to the overall growth of the Brand.
Brand: Visa Check Card
Client: Visa, Inc.
Agency: BBDO New York
What's In Your Wallet?
Despite 29MM accounts by mid-2000, Capital One had never executed a sustained advertising campaign and hence owned a fuzzy brand image that limited future growth. In a category known for hidden pricing, excessive fees and endless direct mail come-ons, Capital One identified a ripe consumer insight for advertising the deep frustrations with the credit card experience. The "What's In Your Wallet?" campaign positioned the brand as a solutions provider and yielded powerful increases in brand awareness, consideration and new card account acquisition. After only one year in the market with advertising (2000/01), Capital One total brand awareness reached 90 percent, its consideration had more than tripled and total US accounts reached over 40MM.
Brand: Capital One
Client: Capital One Services, Inc.
Agency: D'Arcy Masius Benton & Bowles