chs creative - bournemouth marketing agency
Orange MasterCard
We have a history of launching successful credit cards - the award-winning Thomas Cook Credit Card is just one of our most recent examples. So, when we were given the chance to launch the new Orange credit card, we jumped at the chance. Well who wouldn't? The only tricky bit would be capturing their distinctive tone of voice…
The brief
Design the card, the acquisition and existing customer communications (both online and offline). The key messages of 'control' and 'rewards' must overcome consumers growing perception that credit cards encourage debt and rewards take too long to earn.
The solution
Well, we hope you'll agree the creative shown captures the key messages in the Orange tone of voice.
What you can't see is the strategic work we did in the background using Orange customer segmentation data to specifically target the key benefits in a different way depending on customer behaviour.
The results
It's still early days but the up-front response is above forecast, so it's looking good to achieve the ambitious annual target.
As for how we did capturing the Orange tone of voice? Here's a quote from one of the senior brand team at Orange…
'I think CHS has done a great job of picking up the Orange language - it really is the best first go I've ever seen'.
