Direct Mail Promotion and Ad
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Client: MBNA America – America's Great Cars MasterCardObjective: To introduce a new affinity credit card – The Great American Cars MasterCard. Strategy: Develop a credit card solicitation that would be so irresistible to antique car buffs they would have to respond. So the envelope teaser on the direct mail package reads “Free poster inside.” On the other side of a beauty shot of the 1956 Chevy being offered as a sweepstakes prize, were life-size photos of the nine credit cards in the collection. The ad, on the other hand, both challenged and flattered the target audience by asking them to test their knowledge of the cars featured on the cards. |
Results: The response rate on the first mailing went through the roof! The approval rates were almost as high. In fact, the results were so good, the bank started a new department devoted solely to developing credit card collections for transportation fans. Within three years the department had developed 300 different card collections for people who loved cars, motorcycles, trains, boats, planes, hot air balloons and even monster trucks! I was the team leader/senior writer for many of these products.
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