IDT Finance had exciting plans to offer the first over-the-counter prepaid MasterCard in the UK, with a launch budget in excess of £1,000,000. We helped them hit target.
IDT is a leader in mobile phone card technology. Due to a rapid decline in sales, they decided to try their luck in the prepaid credit card marketplace. They created IDT Finance and built a business case to launch the first over-the-counter prepaid MasterCard in the UK. They looked for a marketing agency in London to help them to do so.
First off, we developed a marketing plan. We demonstrated how the prepaid MasterCard provided a range of benefits to different target markets. We held focus groups with various customer segments to better understand their needs. We built a website and created product packaging and retail point of sale packs. We helped to train and support the CTN sell-in team too.
We achieved coverage within 15,000 PayPoint and ePay retailers located across the UK in three months, higher than the targets we were set. Advertising activities included a targeted door drop campaign in all major cities, London tube advertising, six-sheet posters across the UK, regional radio and national press. Fresh campaigns were launched throughout the year as additional product features were added to the mix.
The campaign was a huge success – sales of Prime Card over-achieved the targets outlined in the business plan, the launch campaign won a financial services industry award for marketing excellence, and we were reappointed to work on lead generation for another year.
“The whole team was a pleasure to work with. They are reliable, delivering quality work on time; energetic and enthusiastic; and very good with people. They are problem solvers – willing to find solutions for business and marketing challenges – and excellent at managing client relationships. They combine an impressive background in marketing and communications with a commercial pragmatism, appreciating the important balance between creative thinking and commercial realities. I look forward to working with them again.”
Jamie King
Managing Director
IDT Finance
Marketing agency in London
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