Overview

U.S. Bank issues a number of co-branded rewards-based credit cards, including the WorldPerks Visa Card on behalf of partner Northwest Airlines. The WorldPerks Visa Business Card is targeted to owners of small businesses (fewer than 300 employees) who are also WorldPerks members.

Challenge

U.S. Bank had an established message strategy and response rate model, but wanted to improve their response performance. Gage was challenged to create a new approach to communicate the same Card benefits, and test it in-market to determine its effectiveness.

Solution

Consumer research led to a shift in the core message and graphics, and the new approach was subsequently tested in a head-to-head competition with the original approach. Both mailer packages contained identical elements to insure an unbiased test.

Results

The new approach from Gage outperformed the original by producing 59% of the total responses, and now represents the response standard to beat.