David Jones was third to market in Australia with a retail based credit card but at the time, had the most compelling offer in terms of points earn.
3 points for every dollar spent out of store and 4 points in-store. Even some of Australia’s premium card products couldn’t match the amount of points that you could earn with this card.
An integrated campaign was developed that encompassed TV, online, direct marketing, press, outdoor, activation, POS and loads of in-store activity.
Unfortunate timing had the David Jones Credit Card launch the week the global financial crisis hit, but after a rocky start it went on to become quite a success hitting all targets and even outperforming some of its financiers proprietary cards within two years.
I was brought in as the DM specialist to help guide the campaign in below-the-line channels. As well as conceptualising the overall below-the-line campaign, I also managed key stakeholders both at David Jones and American Express with the website creation and development.
David Jones had limited experience at the time in the digital space, so my contribution to the campaign was a major asset to both companies.