Campaign Summary

İşbank launched a comprehensive campaign for its Maximiles Black credit card to showcase its diverse benefits beyond travel rewards. Facing economic challenges and changing travel dynamics in Turkey, the campaign aimed to reposition the card as a lifestyle product. Through strategic media placement and innovative 3D outdoor animations, the campaign highlighted various privileges and discounts offered by the card. The multi-channel approach, including TV, radio, digital platforms, and outdoor advertising, effectively communicated the message "Every moment you experience with Maximiles Black will turn into a gain," resulting in substantial increases in card applications and new customer acquisition.

Strategy

Objective

The campaign aimed to change the perception of Maximiles Black from a travel-focused credit card to a comprehensive lifestyle product, showcasing its various discounts, promotions, and privileges beyond flight tickets.

Context

In 2023, Turkey faced economic challenges with volatile currency rates and visa application difficulties, potentially making a mileage credit card seem irrelevant. This campaign was the first year of a new communication strategy to address these market dynamics.

Target Audience

The campaign targeted individuals aged 30-50 with high income, who enjoy traveling, exploring new destinations, have specific dining preferences, and actively engage in cultural and art activities.

Creative and Media Strategy

The strategy focused on enhancing card visibility by targeting mainstream channels like TV and radio, as well as digital platforms and outdoor locations popular among the target audience. The campaign emphasized the card's advantages and diverse benefits.

Execution/Use of Media

The campaign execution included:

• A launch commercial highlighting discount benefits
• Industry-specific short commercials showcasing privileges in various settings (restaurants, hotels, car parking)
• TV, radio, digital platform, and outdoor channel broadcasts
• Strategic outdoor 3D animations in locations like Nişantaşı and Akmerkez
• Interactive narratives in 3D animations to capture viewer attention effectively

The main message was: "Every moment you experience with Maximiles Black will turn into a gain."

Business Impact

The campaign achieved impressive results:

• Surpassed the finance category Advertising Health Index (AHI) average by 40 points
• Scored 98 on "Conveying our message clearly," seven points above the category average
• 23.5 percent increase in card applications compared to the previous month
• 19.5 percent increase in new customer acquisition
• 20.8 percent increase in applications through the İşCep mobile banking application

The Maximiles Black campaign successfully repositioned the credit card as a comprehensive lifestyle product in a challenging economic environment. By effectively communicating the card's diverse benefits beyond travel, İşbank not only increased applications and new customer acquisition but also set a new standard for credit card marketing in Turkey. The campaign's success in surpassing industry benchmarks and achieving significant growth demonstrates the power of innovative marketing strategies in adapting to changing market conditions.