We have used a quirky and slightly irreverent script that acknowledges the fact that people usually have quite a few credit and store cards. The idea likens this fact to the children’s hobby of collecting and swapping Panini football stickers.By taking a humorous dig at the childish behaviour associated with this hobby, we provide a strong argument that there is no point in keeping all these cards when you can swap them all for one – from Lloyds TSB.

A response rate of 0.035% was achieved and an overall cost-per-response of less than £18 against a target of £35.Smaller satellite channels offered the greatest returns with a cost per response of £6 in some cases. Overall cost per response from satellite channels was £14, some 60% better than target.