Case study for the launch of the Merrill Lynch Visa + Card

1. MERRILL LYNCH VISA + CARD
CASE STUDY
MERRILL LYNCH VISA + CARD LAUNCH & FA SALES PROMOTION

2. THE CARD & THE CONSUMER BRAND EXPERIENCE
Our internal mission statement was to create a program that treated all
audiences of our communications to a retail consumer brand experience.

3. THE VALUE PROPOSITION
Even the card’s value proposition was visual, contemporary and graphic.

4. WEBSITE DESIGN
The contemporary graphic language was extended to the
site designs for the internal as well as consumer launches.

5. INTERIOR SITE PAGES
The graphic language developed for the sites served as the
driver for the development of the print and direct work.

6. THE FA SALES PROMOTION

7. THE CHALLENGE
The client provided us with 2 predetermined prizes, a Porsche Boxster and a
pair of Super Bowl tickets, to give away during the 10-week sales drive.

8. THE SOLUTION
A program that leveraged the competitiveness and sports enthusiasm for
the creation of a sales competition with weekly incentives and drivers.

9. THE “KICKOFF”
The program kit folder was created as a parody of an issue of Sports Illustrated,
announcing the kickoff of the “Winning Season.”

10. DESK DROPS
Weekly desk drops, giveaways and smaller prizes maintained
momentum throughout the 10-week sales drive.

11. EXAMPLE GIVEAWAYS: PLAYING CARDS
Merrill Lynch Visa + playing cards are one example
of the weekly giveaway promotions.

12. THE WINNING SEASON DIGITAL EXPERIENCE
The website tracked the sales performance of regions, offices and individuals.
Stats were updated daily displaying who was in the lead for the top prizes.

14. PROGRAM RESULTS
The Visa + Card was the second most successful
product launch in the company’s history.
MBNA executives described the sales promotion as
“the best sales promotion they had ever seen.”