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Q Card Countdown Launch
Channel Bronze - Direct Mail B2C
Flexi Cards
Entrant Credits
Matt Campbell, Duncan Wilson, Danny Brown, Jeremy Clark, Naresh Makan, Liz Adams
Nominee Credits
Jacqui Hourigan, Louise Haxton, Sarah-Jayne Chamberlain
Entry Rationale

Q Card is a finance card. You apply for it in-store when you’re buying anything from fridges to flights to jewellery, or you can apply for it online. It gives you 3 months no interest and no payments on every purchase at thousands of places nationwide. It also gives you access to great finance deals with up to 60 months’ interest free at participating retailers. When you get your Q Card, you get the amount you seek in finance, plus additional credit you can use, just by swiping your card like a credit card.

Q Card has raised a bar with this new campaign. It needed to completely change the mindset of its Cardholders and get them using their card differently. It required a new behaviour in a new environment without being able to use that environment to get the message across.

Introducing a strong, never before used incentive, alongside a clever call centre tactic, it has brought Countdown into the world of Q Card. The take-up was huge and fast and has had impact beyond Countdown too with uplifts in EFTPOS use at other retailers over the campaign period.

It has also provided vital learnings on the ideal contact strategy for such a launch and the role the contact centre can play in driving the uptake of new retail partners.

Thanks to this campaign, Q Card is now firmly embedded as an everyday card, for purchases big and small. It sets the brand up well for the future with huge potential for growth as it can introduce a huge new set of retailers into the mix and become a true challenger to the world of credit cards. Onwards and upwards!