Whenever you spend on a kulula.com (SA's first low-cost airline) credit card, you earn free flights. So, shop on this card, earn free flights and go party all over the country.

Kulula means “easy” and in tackling the launch communications, it was important to reflect this ease and simplicity. Too many cards get caught up in details that confuse consumers and cause them to tune out. Equally, we were mindful of the need to sell the benefits and distinctiveness of this card as a credit card and not simply as another loyalty programme. We simply needed to convey that “what you buy will help you fly”.

This 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