In January of 2013, First Bankcard, a division of First National Bank of Omaha, partnered with Chemical Bank to issue their MasterCard credit cards. In the noisy world of consumer credit cards, they felt that their products weren’t garnering the attention being given to the new players in the marketplace. They conceived a new card with fresh branding that would stand out in the crowded market, and asked UMarketing to help bring it to life — from naming and branding to a launch campaign to a trial audience in Michigan.
We conducted extensive market research on credit card branding. Then we followed our own proprietary branding process to develop the new card’s name and identity: The DREAM card.
UMarketing designed everything from the card art to all the supporting marketing materials. To accelerate the regional launch, we created billboards and a radio campaign, including media buying and trafficking. As the campaign gained speed, the DREAM card accounted for more than 85% of all of First Bankcard’s approved applications in one month.