MBNA Ottawa Senators
Credit Card
Role: Creative Direction
This project was developed while working with SDIMKTG
The Brief.
MBNA wanted to increase the activation percentage of their Rewards Credit Card while also influencing existing card holders to utilise the product more.
The Idea.
We created an elevated experience, based on real audience insights, to earn attention and communicate the benefits of using the card via a fun, organic and swift interaction.
Researching the brands existing in-field strategy, we were able to see that they focused on the front end interaction; enticing customers to sign up for the card in exchange for a (small) prize on the spot. While there was steady sign up numbers, this tactic did not translate to actual usage of the product as, once the prize was in hand, there was no reason to use the card.
To solve this problem, we created an elevated experience that was based on the Attract – Engage – Act formula. We would entice consumers with a fun game with a chance to win a worthy prize while putting more focus on the educational benefits of the card – clearly communicating visually why consumers should use it longer term.
The physical structure itself also provided everything the reps needed such as ease of mobility and desk space to complete any written sign up sheets.
Early visual
Prizing elements like free tickets, hockey jerseys and signed sticks were used to entice participation. A quick digital plinko game provided a fun way to enter.
Plinko game UI