Data smarts that redefined how St.George sell credit cards
How a new approach to targeting drove consideration in a declining market.
Challenge
In a credit card market saturated with offers, St.George needed a fresh way to create cut-through and drive consideration.
Uncovering the audience mindset
Digging into a wide range of audience data, we found that credit card users fall into one of two distinct mindsets:
Maximisers – Pleasure seekers looking to maximise the impact of their spend with reward points
Minimisers – Sensible types, driven by the need to feel in control
Matching card with customer
With a clear view of our two customer types, we were able to go about targeting them with two perfectly matched St.George products: Amplify Rewards credit card for our Maximisers, and low-rate Vertigo credit card for Minimisers.
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Delivering a customised experience
Based on which version a customer first clicked in digital display, the media plan served up a sequence designed to play wholly into the mindset identified, through an interconnected eco-system of social, digital display and retargeted ads.
Driving uptake from min to max
By better matching customers with the card that suited their mindset, we were able to increase product consideration in a declining market, as well as drive brand favorability, preference and consideration.
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