Notes Version Part 2 Creative Slamdown Hear how great creatives successfully sell mundane, inane or...

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Alan Rosenspan Creative director in three countries, for O&M and

Digitas

My teams have won over 100 Awards – including 20 DMA Echo Awards for results.

Nothing I’m going to show you has ever been entered in any award show - and for good reason…

Affinity Marketing

Credit cards created for members of organizations, unions, universities, sports teams and other shared interest groups

This program was for VPI Pet Insurance owners

Largest pet insurance company in U.S.; recommended by 9 out of 10 veterinarians

Credit card trends Credit card ownership is declining

29% report they do not own

Credit card usage is still strong500+ million VISA cards in force in the U.S.

Average American has 13 credit obligationsIncluding store cards, loans, etc.

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What usually works Leveraging the existing relationship – the

emotional value of the affinity

Affinity marketing adds credibility

Affinity members are much more likely to open targeted direct mail, and are more receptive

There’s a reason you are receiving this…

Tactics Direct marketing has to walk a balance

between leveraging the affinity and showing all the benefits of the card

…but we’re talking about people’s pets!

Wonderful visual opportunities

The Existing Control

Is that the best they could do?

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4-7 Different Approaches

“Credit-Card Centric”

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“You’ve Proven Yourself”

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“Another VPI Benefit”

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“Focus on Rewards”

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“Emotional Approach”

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What did they pick?