The Asda credit card has been on the market for many years. In recent times, Asda Money evolved the product and asked for our help in keeping it relevant in the eyes of customers, while increasing profitability.
Central to this was the creation of a new credit card marketing campaign; one that would build awareness of the new Cashback card and its benefits, drive applications, and encourage existing holders to switch to the new offering.
The campaign also had to align the credit card and Asda Money with the Asda corporate proposition of ‘Save Money, live better.’
Having launched the original Asda cashback credit card two years earlier, we knew that once people use their card more than three times in a month, they form a habit of making it their ‘go to’ payment method.
Also, while rewards are appreciated, cashback percentages are viewed by some customers as being a little cold or even disingenuous.
Speaking directly to the core, time-poor Asda customer, we created a campaign which showed how the Asda credit card would earn them cashback. This could then be exchanged for something they might not necessarily put into their trolley.
Working on a human level, our creative strategy successfully encouraged customers to be aspirational around what their spending could lead to, which in turn prompted loyalty to using that method of payment.
Our work reduced the allowable CPA by over 10%.
Email marketing activity saw CTRs increased by 12%.
Customers’ average spend on the card increased by 9%.
Card activation rates rose by over 15%.
The client saw their best direct response rates, ever.
Our agency brought our new credit card to life, making it more aspirational and motivational for the customer, aligning it with the Asda retail business.
KATIE WALLEY,
Senior Director, Asda Money
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