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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 all
audiences of our communications to a retail consumer brand experience.
THE VALUE PROPOSITION




Even the card’s value proposition was visual, contemporary and graphic.
WEBSITE DESIGN




 The contemporary graphic language was extended to the
site designs for the internal as well as consumer launches.
INTERIOR SITE PAGES




The graphic language developed for the sites served as the
 driver for the development of the print and direct work.
THE FA SALES PROMOTION
THE CHALLENGE




The 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 SOLUTION




A 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 DROPS




Weekly desk drops, giveaways and smaller prizes maintained
     momentum throughout the 10-week sales drive.
EXAMPLE GIVEAWAYS: PLAYING CARDS




Merrill Lynch Visa + playing cards are one example
         of the weekly giveaway promotions.
THE WINNING SEASON DIGITAL EXPERIENCE




The 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.”

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Merrill Lynch Visa + Card [case study]

  • 1. MERRILL LYNCH VISA + CARD CASE STUDY MERRILL LYNCH VISA + CARD LAUNCH & FA SALES PROMOTION
  • 2. THE CARD & THE CONSUMER BRAND EXPERIENCE Our internal mission statement was to create a program that treated all audiences of our communications to a retail consumer brand experience.
  • 3. THE VALUE PROPOSITION Even the card’s value proposition was visual, contemporary and graphic.
  • 4. WEBSITE DESIGN The contemporary graphic language was extended to the site designs for the internal as well as consumer launches.
  • 5. INTERIOR SITE PAGES The graphic language developed for the sites served as the driver for the development of the print and direct work.
  • 6. THE FA SALES PROMOTION
  • 7. THE CHALLENGE The 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. THE SOLUTION A program that leveraged the competitiveness and sports enthusiasm for the creation of a sales competition with weekly incentives and drivers.
  • 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. DESK DROPS Weekly desk drops, giveaways and smaller prizes maintained momentum throughout the 10-week sales drive.
  • 11. EXAMPLE GIVEAWAYS: PLAYING CARDS Merrill Lynch Visa + playing cards are one example of the weekly giveaway promotions.
  • 12. THE WINNING SEASON DIGITAL EXPERIENCE The 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.
  • 14. 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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