REBRANDING
PLS FINANCIAL SERVICES
CLIENT
PLS Financial Services
PROJECT
PLS Xpectations! Prepaid Card product redesign
CHALLENGE
In addition to PLS’s rebranding efforts, the Xpectations! prepaid card product had an opportunity to increase its brand awareness to a newly defined audience of diverse millennials. The challenge was to create new prepaid cards that targeted different demographics, increased brand awareness, and lifted customer acquisition numbers.
STRATEGY
Through quantitative research we defined four categories to pursue when creating new designs and marketing messaging for the Xpectations! Card product. We then designed new card artwork and messaging and through qualitative field research, we were able to produce a total of 6 designs, which had a phased release to increase brand loyalty and excitement. We launched an OOH campaign, and in-store retail marketing in conjunction with the new cards arrival in stores.
RESULTS
The OOH launch created such a buzz and demand that we needed to rush additional production of the cards. The Artistic Card design has been the most successful card to date with new cardholder acquisition
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