Christmas Cashback Campaign
Abbey
Issue 6 | July 2008
Agency
archibald ingall stretton…
Creative Team
Martin Lythgoe and John Vinton
Production Team
Williams Lea
Other Credits
Chris Jones - Client Services Director;Vivian Praxoulis - Senior Account Manager;Sarah-Jane Stratford - Planner;Emma Roberts - Head of Portfolio Management, Santander Cards Limited;Yvette Cooper - Marketing Manager, Santander Cards Limited
Date
December 2007
Background
Abbey launched a new credit card in July 2007, offering customers a range of benefits including 5% cashback on their supermarket shopping. While the take up of the card was good, Abbey identified that a significant number of new customers were not taking advantage of the 5% offer by spending on their card. This campaign was designed to remind people of the cashback, and therefore encourage them to spend more on their Abbey card.
Idea
Supermarket shopping has changed significantly in the last five years, with consumers buying a far wider range of products and services from their local supermarket – music, movies, clothes and electronics – in addition to their food. What's more, a lot of consumer spending in the lead up to Christmas is for the sake of others. Combining these insights, the agency developed the following proposition: ‘A little something for you every time you spend on your Abbey card’. The creative solution was the idea that with 5% cashback this Christmas, the recipient could treat themselves as well as their friends and family. To express the point, the mailing itself was the paper to wrap it up in.
Results
Not available.
Target Audience
Abbey credit card customers not actively using their credit cards in supermarkets.
Size
150,000 mailings
Our Thoughts
You may have seen wrapping paper as a means of dramatising a gift, giveaway or discount before. Indeed, your department may have done it. But how many have got it past a boring bank? 'Bread and butter' with a little bit of jam. SH