Spoofing the claim that the credit card's amazing benefits of earning free flights whenever you spend on it, would cause consumers to start spending too much; we created Responsible Shopping Clinics in shopping malls around the country. Here actors participated in workshops, demonstrating the ailments caused by too much shopping. The clinic was also staffed by nurstesses who assisted shoppers with their applications.

The television strategy used was successful in breaking through the category clutter and eliciting a consumer response·Response rate built steadily on a daily basis following the first flighting·Consumer response was up 50% on the previous week ·Generated broad PR exposure