Product:
Visa Gold Card - the first real credit card in the market.

  Goal: Introducing the new exclusive card in the Hungarian market, lead generation acquiring new costumers, market research in the range of leads.

  Challenge:
To find the very costumer group who need the exclusive financial product.

  Target group:
People who like to travel frequently, professionals with high social reputation, high rank managers, existing Budapest Bank costumers with high bank account turnover.

  Strategy:
Integrated campaign letter- telephone- answer- personalised letter and draft contract.

  Creative platform:
Archaic Chinese watercolour, bird motive symbolising the carefree and freedom, using the VISA colour: blue-yellow.

  Result:
27% response rate.

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