An all-encompassing campaign entices the affluent audience to make a premier travel rewards card their first choice.
An integrated campaign scores big with the most loyal NFL fans.
Helping Ink introduce four distinct products, with a mission of supporting entrepreneurs and helping small business owners make their mark every day.
Presenting valued members with the key to free night stays at their favorite hotels.
Turning new cardmembers into loyal, engaged and profitable customers.
Customer experience was of utmost importance when considering the site architecture. Designed to highlight both the card's premium travel benefits and a generous bonus offer of 50,000 points, the unique carousel navigation helps the customer enjoy exploring all the places they could go with Chase Sapphire.
Brand loyal American Express customers with established rewards balances needed an unprecedented offer to make the switch to another travel rewards credit card. Our Chase Sapphire Preferred "Start Dreaming" positioning offered 100,000 bonus points, engaging prospects by asking "Where will your 100,000 points take you?" With a 200% lift over control, this campaign proved that strong positioning is as important as the dimensional format.
Pairing a high-end dimensional format with an enormous bonus offer proved effective at overcoming the reluctance of the American Express customers to make the switch to Chase Sapphire. Our "Start Dreaming" campaign was adapted for the no fee product, and modified to appeal to a broader audience. With a response of 20% over control, this campaign proved a winner across multiple products and target audiences.
By simply pointing out that the perceived prestige of "member since" only adds up to years of annual fees, we successfully converted American Express loyalists to Chase Sapphire — offering all the same high-end benefits, rewards and service without the annual fee.
To present Chase Sapphire as a better option than hotel and airline reward loyalty cards, our creative highlighted ease of earning, choice of rewards, and lack of restrictions. "Say Yes" successfully pointed out the flaws in other travel and entertainment reward programs, while positioning Chase Sapphire as a flexible and truly rewarding solution.
Chase Sapphire communications traditionally focus heavily on the emotional appeal of their benefits and features offered by the card. But the value of benefits offered and lack of annual fee also support a rational appeal, which we tested with this clean approach that positioned Sapphire as the smart choice in rewards cards.
With the start of the season just weeks away, the new NFL card needed to generate buzz and engage past customers who had their previous card discontinued when the program changed issuers. An email customized for team preference announced the new program launch, featuring a sweepstakes opportunity with a personalized URL.
Building momentum for the launch, a team customized self-mailer introduced the new program, inviting fans to their own personalized URL to enter for weekly giveaways and a grand prize Super Bowl drawing on the card launch date.
Working in tandem with email and mail, a personalized landing page offered fans their VIP pass to apply for the card and claim 5,000 bonus points.
At launch, we developed creative that focused on the authentic NFL rewards and unique VIP experiences available only through this official NFL card. Digital printing and a large billboard window allowed for team customization with maximum cost savings. Now in its second year since launch, this piece remains control.
This self-mailer launched a 3-month communication stream to new customers, to engage them and drive usage. Our challenge included a re-branding of the product, in both look and feel. We developed a hybrid of the AARP branded wave to complement the existing AARP brand but also create a unique product branding and positioning for the credit card. Quick Tip icons were created to call out important messages and establish a "trusted friend" rapport. Fun, active images were incorporated in this clean design to complement the active and vibrant lifestyle of members.
To move inactive customers to use their card, we created messaging that resold card attributes - simple cash back and superior service - increasing in urgency as we approached the 30-day mark. While we promoted the activation bonus, we were careful not to make that a primary motivation for activating, to avoid "gamer" behavior.
We recognize that as important as it is to acquire new customers, it is equally important to retain and keep current customers active. This mailing reminded cardmembers to activate the card and get their $100 cash back.
Our goal was to increase engagement among active card members and move them beyond the initial premium incentive. Each message was designed to establish a behavior of regular spending — add authorized users, sign up for bill pay, and purchase suggestions — with an overarching theme of getting the most cash back from their card.
This communication effectively focused on adding family members to your AARP card account. Customers were informed that they could earn cash back FASTER, reaching their rewards levels faster than ever before by engaging their entire family in carrying and using the card.
Continuing to build spending patterns at the 60-day mark presents a unique set of challenges. The strategy of this email touch was to re-emphasize the cash back opportunity on everyday purchases, earning cash by paying monthly bills, and the ease of it all. The overall message: you're going to buy it anyway; you might as well earn cash back.
Eye-catching banner ads combined brand recognition with compelling product features to lead small business owners from browsing the web to landing pages for conversion.
Our landing pages seamlessly moved business owners through the buying process. Flexible navigation that offered the ability to quickly scan key card benefits, or explore in-depth details about features and benefits before continuing on to apply.
By creating a hybrid of a banner and landing page, we were able to deliver a cohesive online experience all the way through the application process. With messaging that communicated each card's value proposition, we reinforced the buying decision and provided business owners with quick answers to last minute considerations.
To acquire Ink customers through the mail, our creative tapped into the unique mindset of small business owners, introducing the Ink brand and establishing a competitive position against other industry leaders. We developed control packages for all four products, rising to the challenge of communicating Ink's mission to support small business, and conveying the individual value propositions of each product.
As part of Ink's mission to champion entrepreneurs and support small business, our quarterly customer newsletter featured stories of real Ink customers who offer innovative unique products and services. Social media networking, relevant content, and the creation of exclusive customer business opportunities provided additional value and helped to reinforce Ink's brand promise.
To help capture a larger share of small business purchases away from competitive cards, check and cash purchases, we developed a series of communications designed to influence core purchase behavior among new, low-engaged and active customers. Using special promotions, reminders of key benefits and education on how to maximize card benefits, we successfully drove revenue and persuaded customers to choose Ink over other forms of payment.
Recruiting active Marriott Rewards members, this package encouraged customers to sign up for a credit card that offers free hotel stays. Using prominent Marriott branding and a chart that combined their current rewards points with their bonus offer, this control package educated members on how much faster their points can add up to free travel with the card.
An important part of our all-inclusive campaign, these digital ads featured strong Marriott branding, a clear bonus offer, and appealing aspirational travel imagery to encourage click-throughs.
The focus on free night messaging and aspirational imagery was carried through in email. Encouraging Marriott Rewards members to apply for the card, we added potential bonus points to their current reward balance, and combined free night stay messaging to convert even more Marriott enthusiasts.
To present three different card options to Marriott Rewards members, this microsite easily distinguished and explained each of the available choices. Easy mouse-over navigation enabled prospects to explore the features of each card without leaving the homepage.
Separating a business card from a consumer Marriott credit card, these application headers added excitement to compel prospects to follow through and complete the application. Reiterating the key benefits of each product, these headers successfully encouraged customers to finish the application process and convert.
Clearly communicating the card's strong bonus offer, this ad featured a strong call to action and detailed information about all the features and benefits.