In recent months, First National Bank has seen an unacceptable decline in the payment of credit card accounts. Due to recent economical strain, including exorbitant interest rate hikes, people find themselves facing the arduous challenge of having to prioritise their bill payments and more often than not, credit card account payments are always at the bottom of the pile. The brief from client was to inform and educate these credit card customers (silver, gold and platinum) of the risks and legal implications associated with not settling their arrear amounts. The industry encourages customers to keep their credit card status clean and in good repute, to maintain their creditworthiness. FNB wanted to make customers aware that this debt should be a priority. Customers were encouraged to pay a minimum 5% of their current balance in order to restore their credit status.

The creative solution highlighted the implications of defaulting on their debt and how it affects their standing with financial institutions. We highlighted the human truth that ‘it will never happen to me’. Destitution is a reality that most of us assume will never happen to us or to those we know. By receiving a cardboard note from a now homeless old friend, made reality hit home and prompted the customer to focus on their own situation and take steps to correct it. The letter from FNB then offers the ideal solution to correcting their situation, enticing them to at least pay the minimum 5%.

Total amount mailed - 64 334.Total accounts that made a minimum 5% payment – 54 106 (84.1% response).Total cost of campaign – 37 427.98 euros.The total value of payments received is a phenomenal 2 126 856.33 euros.This translates into an astronomical 5682.5% ROI!