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Merrill Lynch Visa + Card [case study]
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Merrill Lynch Visa + Card [case study]

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Case study for the launch of the Merrill Lynch Visa + Card

Case study for the launch of the Merrill Lynch Visa + Card

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Merrill Lynch Visa + Card [case study] Merrill Lynch Visa + Card [case study] Presentation Transcript

  • MERRILL LYNCH VISA + CARD CASE STUDY MERRILL LYNCH VISA + CARD LAUNCH & FA SALES PROMOTION
  • THE CARD & THE CONSUMER BRAND EXPERIENCE Our internal mission statement was to create a program that treated allaudiences of our communications to a retail consumer brand experience.
  • THE VALUE PROPOSITIONEven the card’s value proposition was visual, contemporary and graphic. View slide
  • WEBSITE DESIGN The contemporary graphic language was extended to thesite designs for the internal as well as consumer launches. View slide
  • INTERIOR SITE PAGESThe graphic language developed for the sites served as the driver for the development of the print and direct work.
  • THE FA SALES PROMOTION
  • THE CHALLENGEThe client provided us with 2 predetermined prizes, a Porsche Boxster and a pair of Super Bowl tickets, to give away during the 10-week sales drive.
  • THE SOLUTIONA program that leveraged the competitiveness and sports enthusiasm for the creation of a sales competition with weekly incentives and drivers.
  • THE “KICKOFF”The program kit folder was created as a parody of an issue of Sports Illustrated, announcing the kickoff of the “Winning Season.”
  • DESK DROPSWeekly desk drops, giveaways and smaller prizes maintained momentum throughout the 10-week sales drive.
  • EXAMPLE GIVEAWAYS: PLAYING CARDSMerrill Lynch Visa + playing cards are one example of the weekly giveaway promotions.
  • THE WINNING SEASON DIGITAL EXPERIENCEThe website tracked the sales performance of regions, offices and individuals. Stats were updated daily displaying who was in the lead for the top prizes.
  • PROGRAM RESULTS The Visa + Card was the second most successful product launch in the company’s history.MBNA executives described the sales promotion as “the best sales promotion they had ever seen.”