FNBO NRA AFFINITY VISA CREDIT CARD

First National Bank of Omaha wanted to promote its affinity co-branded NRA credit card with a new direct marketing effort. I constructed two message platforms for presentation: The Sportsman and the Patriot.

Working with my talented art direction team, we blew out two creative concepts with full copy and graphics. The Sportsman package targeted the hunting public with lifestyle copy and images. The Patriot package, showcased here, took a more patriotic approach in appealing to the emotional driver of national pride.



Strong direct mail tactics throughout.

Short subheads.

Call to action icons.

Bullet points promoting key rate benefit.

Multiple call to action references.



Buckslip promoting rewards program.



Gemini slip toting uniqueness of card's support of the NRA with every purchase.

MBNA TARGETED DIRECT MAIL

You may remember a little bank by the name of MBNA. They were actually quite large, and one of the largest affinity card issuers in the nation - if not the largest. If you had an interest, affiliation, or hobby, they had a credit card for you. They were the Issuer of my first credit card - the University of Illinois Alumni Association Card. MBNA may no longer be operating as MBNA, but the creative I wrote and directed for them lives on right here!

Pictured below is a direct mail package targeting college students. It radically outperformed the control by so large a percentage you wouldn't believe me if I posted it. So use your imagination. This was executed several years ago when text messaging and shorthand was all the rage. Just a few years later this concept would be perceived as patronizing...but at the time, it really hit the mark.




Below is another big hit for MBNA - the NASCAR credit card. They loved the headline I wrote for the outer envelope so much they actually trademarked it. Yes, seriously. These packages were developed to really sell the affinity through relating to the NASCAR experience and promoting experiential rewards. Not sure if they brought a tear to anyone's eye, but I like to imagine at least one Tony Stewart fan wept over this OE.