The opportunity - In late 2014, we developed a new 'swipe and win' creative platform for Farmers Finance Card to engage and excite Cardholders and also to inject a bit of energy into the brand. The 'Live a Little' platform was born and has continued successfully through 2015 – with the latest major promotion Hula in Hawaii hitting the sweet spot for holiday loving NZers.
The strategy - We decided to bust out of a typically DM-heavy focus and increase engagement with an online-led campaign, educating people that the Farmers Finance Card can be used not only at Farmers, but also at over ten thousand retailers nationwide. And with Hawaii proving to be a super popular destination right now, it was the natural fit considering we were heading into holiday season.
The creative - Bringing the warm, exotic Hawaiian theme to life through multiple channels was our challenge. So, we designed an engaging promotional website (complete with Hawaiian map, interactive activities and big weekly prizes) to keep Cardholders coming back for more.
Our approach to all things Digital is being device agnostic – no exceptions here.
We also sent out this DM, complete with die-cut airline tickets and a 'passport to win' – together generating an outstanding 39% response rate.