The Art of the Credit Card Offer

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Credit card companies are always looking for ways to attract new customers and informing their existing cardholders of current offers, and, love them or loathe them, direct mail postal promotions have proved a hugely popular means of reaching consumers.

Much of the ‘junk‘ mail that arrives on our doormats is destined to go straight into the garbage, but by creating eye-catching designs and innovative formats credit card providers can successfully connect with new and existing customers. The development of internet promotions including email and social networking marketing has also greatly increased the possibilities for direct mail.

This post brings together 12 examples of the art of the credit card offer from around the world, including traditional paper postal designs and email promotions, reflecting the creativity and inventiveness involved in these designs.

Kiwibank GoFly Credit Card

This innovative travel-themed mailer is designed as an item of luggage that unpacks to reveal details of Kiwibank’s GoFly Credit Cards. The cards, provided by MasterCard, allow customers to earn Air New Zealand Airpoints Dollars when they make purchases and redeem them for a variety of rewards including exclusive Go Fly Thursday Grabaseat Greenlight deals.

Continental Airlines Business Credit Card

This mailer was sent to Continental Airlines Business Card customers along with two complimentary United Club airport lounge passes, each worth up to $100. Continental Airlines’ frequent flyer program rewards spending with plenty of options for bonus points and redemption including flights, dining and merchandise.

The GM Card

This design is for a direct mail campaign promoting the GM Card, which is a rewards credit card offering earnings for buying or hiring GM vehicles and other types of benefit including cash back on purchases.

Hello Kitty Platinum Plus Visa Credit Card

This cute and colourful ad is for the Hello Kitty Platinum Plus Visa Credit Card, with the iconic Japanese feline and characteristic pastel pink colour scheme. The credit card links in to Bank of America’s WorldPoints rewards programs, which allows customers to earn points and redeem them travel products and services, gift cards and retail merchandise.

Christian Community Credit Union Card

This mailer is from the Christian Community Credit Union credit and debit cards, promoting the union’s Launch a Village project. The aim of the charity project is to aid tribal development in Northern Thailand with the creation of three villages – each time the cardholder makes a purchase a percentage is donated towards the fund.

Call Federal Credit Union Student Visa Card

Call Federal Credit Union aimed this mailer at attracting new student Visa Card customers, using a trippy font and psychedelic tie-dye t-shirt design. The mailer was part of Call FCU’s complete rebranding, which included a new logo, friendly graphics, a mascot, refurbished branches and other campaigns to broaden the union’s customer base and in particular to attract a younger demographic.

ADCB MasterCard

ADCB (Abu Dhabi Commercial Bank) sent out this email promotion for special weekend deals to earn extra cash back and rewards points when spending with the bank’s MasterCard debit cards.

HSBC Debit Card

HSBC sent this email offer to the bank’s Indian customers, promoting a special deal in connection with Pepe Jeans. When customers used their HSBC debit cards for purchases at the Pepe Jeans they were rewarded with gift vouchers to use at the shops.

Unitus Platinum Rewards Visa Card

Illustrator and designer Josh Cleland created this postcard design for Unitus Community Credit Union’s Credit Card Sharks marketing campaign. The Portland, Oregon-based credit union aims to provide a friendlier service than other credit card ‘sharks’, with localised, lifetime servicing and low costs for using their credit cards.

Delta Community Credit Union Pointapalooza Visa Card

Delta Community Credit Union created a broad campaign of posters, brochures and direct mail items based on circus posters to promote the Pointapalooza credit card. The card provides membership to a loyalty scheme, reflected in the items featured in the colourful design.

KFH Diamond and Platinum MasterCard

Kuwait Finance House (KFH) issued this ad for its Diamond and Platinum MasterCard customers. KFH cardholders enjoy a range of benefits including access to international airport lounges, as pictured in the mailer.

American Express One Card

Finally, New York-based art director Dara Soukamneuth created this charming mailer design for the American Express One Card. The design is an example of a self-mailer, which is similar to a postcard and sent without an envelope.

While the internet’s influence continues to spread in all aspects of our lives, including the advent of social networking and the revolution in handheld devices, the opportunities for marketing grows and evolves. But, as we can see, credit card companies still value the art of direct mailing to advertise their offers.

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