IDT Finance is a leader in mobile phone card technology; they now wished to enter into the prepaid credit card marketplace due to a declining marketplace for phone cards. We were chosen to launch the first ever prepaid MasterCard available over-the-counter, with a £1m+ campaign budget.
We were involved in developing the branding, communication and marketing strategy to support the business plan, which initially involved recruiting thousands of independent CTN (confectioner tobacconist newsagent) retailers around the UK. We created various brand concepts during the pitching process and Prime Card was born.
We demonstrated how the features of the card provided a broad range of benefits to different target audiences. The unbanked, who desired the ability to make online transactions. Parents who wished to share money with children travelling overseas. Gifting to friends and family. Migrant workers who wished to send money home. We held focus groups with target audiences to better understand their needs.
We were responsible for the creation of the website – content, structure, navigation, copywriting, photography, graphic design and so on. We also created product packaging and retail point of sale packs; desk mats, window posters, promotional leaflets, shelf wobblers, etc. We helped to train the selling-in team.
We managed to achieve coverage within 15,000 PayPoint and ePay retailers across the UK during a three-month pre-launch campaign. Our strategy involved ongoing retail refreshment POS packs to maximise support and visibility.
Advertising activities included a targeted door drop campaign, London tube car advertising, six-sheet posters, pay-per-click advertising, regional radio, local press and PR. Fresh campaigns were launched throughout the year as additional product features were added.
The campaign was a success – purchases of Prime Card overachieved sales targets outlined in the business plan. The product launch won an industry award.
‘They were a pleasure to work with. They are reliable, delivering quality work on time; energetic and enthusiastic; and very good with people. They are problem solvers – willing to find solutions for business and marketing challenges – and excellent at managing client relationships. They combine an impressive background in marketing and communications with a commercial pragmatism, appreciating the important balance between creative thinking and a client’s commercial realities. I look forward to working with them again.’