Payment card manufacturer CPI was preparing to introduce a new product to its line of Card@Once instant issuance card printers. But before the new printer was launched, they wanted to lay some groundwork for both existing customers and new prospects with an online campaign focused on more generic messaging tied to their existing “Precision” printer.
Media Logic developed the strategy, creative, design and media plan for a targeted digital campaign consisting of multiple display banners and messaging ads – all driving to a dedicated Card@Once product landing page. A range of ads was placed on digital publications included in the media buy, each selected based on their reach into the financial service industries of our specific target audiences. For tracking purposes, each ad was also assigned a unique UTM code.
The ads themselves promoted CPI’s instant issuance capabilities, speaking to Card@Once’s ease of use and cloud-based capabilities – with the existing printer primarily represented through photography.
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Although Gen Zers are responsive to premium cards, various earning reports indicate that that they are also value-focused and eager to "do the math." To help justify steep annual fees, portfolio managers have focused on encouraging premium cardholders to take advantage of a barrage of statement credits, now often referred to as the new "coupon book."
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