Merrill Lynch Visa + Card [case study]

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

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  • Merrill Lynch Visa + Card [case study]

    1. 1. MERRILL LYNCH VISA + CARD CASE STUDY MERRILL LYNCH VISA + CARD LAUNCH & FA SALES PROMOTION
    2. 2. 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.
    3. 3. THE VALUE PROPOSITIONEven the card’s value proposition was visual, contemporary and graphic.
    4. 4. WEBSITE DESIGN The contemporary graphic language was extended to thesite designs for the internal as well as consumer launches.
    5. 5. INTERIOR SITE PAGESThe graphic language developed for the sites served as the driver for the development of the print and direct work.
    6. 6. THE FA SALES PROMOTION
    7. 7. 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.
    8. 8. THE SOLUTIONA program that leveraged the competitiveness and sports enthusiasm for the creation of a sales competition with weekly incentives and drivers.
    9. 9. THE “KICKOFF”The program kit folder was created as a parody of an issue of Sports Illustrated, announcing the kickoff of the “Winning Season.”
    10. 10. DESK DROPSWeekly desk drops, giveaways and smaller prizes maintained momentum throughout the 10-week sales drive.
    11. 11. EXAMPLE GIVEAWAYS: PLAYING CARDSMerrill Lynch Visa + playing cards are one example of the weekly giveaway promotions.
    12. 12. 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.
    13. 13. 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.”

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