By demonstrating all the benefits of an Egg Card by using the fingers of a hand we were able to cheekily suggest that all other cards, unlike Egg’s, just give you the middle finger – which indicates the standard 0% initial offer. While in a literal sense this is true, the reader will also understand the double meaning of “being given the middle finger”.

The full-page press insertions, supported by TV, online and DM activity, resulted in Egg exceeding their target of accepts by over 5%.