Small mishaps can happen in everyday life. The UBS credit card is the perfect way to resolve them. For these cases the card is positioned in a sympathetic way, as an everyday item, even for those small but urgent purchases.In order to make the stories more convincing, two concepts, one with a typical female and one with a typical male mishap were created. This idea increased the attention and therefore the take-one rate significantly.A special first year free offer and a contest plus a gift assures a high response.