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No Brainer was tasked with promoting a key MBNA product over the peak Christmas spending period

MBNA

MBNA and American Express

Objectives:

No Brainer was asked by MBNA and American Express (AMEX) to deliver a PR-led solution that would build and sustain the profile of the Everyday Plus Credit Card during the peak seasonal spend period until the end of 2015. The campaign was to build on the successful launch of the product in September 2015, also organised by No Brainer.

The primary objectives of the campaign were to:

  • Deepen and widen media coverage of the card online, offline and through broadcast media
  • Continue to raise consumer awareness of the card’s extensive range of benefits

Implementation:

No Brainer recommended a solution that utilised a range of tactics, activities and strategic affiliations including:

  • Commissioning, devising and delivering a comprehensive piece of PR-focused insight drawing out a series of news angles aligned to the card and its benefits, to seasonal spending and to the national news agenda – including grandparents’ Christmas spending (pictured), partner spending and winter travel
  • Broadcast and media outreach and engagement
  • Collaboration/engagement with influential consumer and personal finance commentators, encouraging them to become advocates of MBNA/AMEX, the card and its wide-ranging consumer benefits
  • A strong and lasting media and broadcast outreach campaign and awareness campaign among key national, consumer and vertical targets

 Results:

  • 232 separate pieces of online and offline coverage of the Everyday Plus Credit Card during the campaign period – including The Daily Mirror, The Sun, Daily Mail and Which?
  • 35,322,009 Opportunities to See (OTS) campaign coverage
  • 100% of coverage was positive in sentiment
  • 93% of coverage included specific product mentions
  • 16 national journalists covered campaign stories

“Gary and Lee are literally a “no brainer” when it comes to helping us deliver our product strategy PR. They understand our business as well as anyone, they know financial services media inside out and they have played in a critical role in supporting our acquisition strategy….as well as helping us become the credit card brand with the highest coverage in the national media at the start of 2016.”

Mark Elliott, Director of Corporate Affairs at MBNA

MBNA

 

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