BLACK CARD LAUNCH by The Jupiter Drawing Room South Africa for Woolworths

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BLACK CARD LAUNCH

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Industry Credit Cards
Media Direct marketing
Market South Africa
Agency The Jupiter Drawing Room South Africa
Executive Creative Director Ross Chowles
Creative Director Frederic Benistant
Art Director Suaad Levy
Copywriter Sue Dickson
Editor Daniel Ferreira
Released March 2010

Credits & Description

Category: Best Integrated Campaign Led by Direct Marketing
Advertiser: WOOLWORTHS
Product/Service: BLACK CREDIT CARD
Agency: THE JUPITER DRAWING ROOM (SOUTH AFRICA)
Date of First Appearance: Mar 25 2010 12:00AM
Entrant Company: THE JUPITER DRAWING ROOM (SOUTH AFRICA), Cape Town, SOUTH AFRICA
Executive Creative Director: Ross Chowles (The Jupiter Drawing Room South Africa)
Creative Director: Frederic Benistant (The Jupiter Drawing Room South Africa)
Art Director: Suaad Levy (The Jupiter Drawing Room South Africa)
Copywriter: Sue Dickson (The Jupiter Drawing Room South Africa)
Account Director: Sean Hanekom (The Jupiter Drawing Room South Africa)
Editor: Daniel Ferreira (The Jupiter Drawing Room South Africa)
Post Production: Platypus Productions (Platypus Productions)
Media placement: TV - DSTV - 1 April 2010
Media placement: Print - World & Taste Magazine - 25 March 2010
Media placement: Prospecting Direct Mail Gift Box - By Hand - 25 March 2010
Media placement: Window Display - Instore - 1 April 2010

Describe the brief/objective of the direct campaign.
Most importantly, we wanted to create awareness around the launch of the WOOLWORTHS BLACK Credit Card, sell the card, and then get the successful applicants to use their new top-tier credit card. We launched using a 360° approach to communication: 1. ATL (through television and print) 2. BTL (through invitation packs to existing customers and prospecting packs to new customers) 3. BTL (through email communication to relevant target customers) 4. Online (through simple, but targeted, banner communication) 5. In-store

Explain why the creative execution was relevant to the product or service.
The real challenge was launching this new credit card in a negative credit card world. Therefore, we needed to create exciting, attention-grabbing communication, relevant to the product and the target market. Since this platinum card is sophisticated and aspirational, it required creative differentiation, surprise and cut-through, especially in a market which is saturated with credit offerings. We achieved this by focusing on the offering’s primary benefits and by cleverly using colour, graphic photography and clean designs, while also taking into account the look and feel of the new Woolies CI.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
This campaign was aimed at new and existing Woolworths customers as well as eligible staff members. 1. Existing Woolworths customers who earn an annual gross income of US $67 000 (R500 000 or more) and who are classified in the Woolworths Top Lifestyle segments: Finest Foodies / Instant Gourmets / Finest Cross Shoppers / All About Me. (Currency exchange rate as of 22/04/2010.) 2. Existing Woolworths gold and silver credit cardholders who qualify. 3. New customers (who don’t currently have a Woolworths store or credit card). 4. Selected staff members who qualify, as determined by a payroll evaluation.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
WOOLWORTHS BLACK only launched last week. So far results are up 10% on previous Woolworths credit card campaigns.