Marketing Mix: MBNA

Marketing 20-Apr-05, 16:02

Spend a fiver on your MBNA card to get free kids' meals, cinema tickets and money-off vouchers. Would you credit it?

MBNA: Hello, you are speaking to Louella, how can I help?

Mktg: A leaflet was put through my door a few weeks ago, which I am pretty sure was for your credit card. It mentioned free cinema tickets and TGI Friday's meals and other stuff. Do you know what I'm talking about?

MBNA: Yes, it's the family card.

Mktg: Ah, ok. Can you give me a bit more detail before I apply for it?

MBNA: It is a normal card: 12.9% flat rate on balance transfers and retail purchases. There is no annual fee, no minimum expenditure and it has an option to choose a month in the first year when you don't make a payment.

Mktg: What I'm really interested in is how I get these free things - I have a few kids to entertain.

MBNA: Erm... actually I don't know exactly how it works. I know the benefits and that when you receive the card you will receive a pack listing all the promotions that are available.

Mktg: Can anybody tell me about these specific offers?

MBNA: Can you hold on one second?

Mktg: Yes, sure (music plays).

MBNA: Hello again. I spoke to my manager who said that 28 days after you have spent at least £5 on the card, you will receive two vouchers for free kids' meals at TGI Friday's, a voucher for 20% off Macdonald hotels, where kids can stay for free, and 20% off tickets to Alton Towers, Chessington World of Adventures, and Warwick Castle park. You will also receive a family bowling ticket, family cinema ticket and a £125 family holiday voucher.

Mktg: All that for just spending £5?

MBNA: Yes, in 28 days.

Mktg: Are people not phoning you all the time about it?

MBNA: No, this is the first time.

Mktg: What's the catch?

MBNA: No catch. You just have to spend £5.

Mktg: I can do that easily with three children.

MBNA: I have an MBNA card and received a free CD player as a treat. There was no catch. I spent £5 on my card and I received it in 28 days. It wasn't because I work for MBNA, it really does work.

VERDICT

Mix decided to ring MBNA having been tipped off that its call-handlers didn't have a clue about this offer, which has been promoted by recent door-drops. However, it seems MBNA has cleaned up its act. While the call-handler didn't have the details of the family card to hand, which would have been preferable, it did not take her long to provide them. It also helped that she was chatty, friendly and defended her brand staunchly at the suggestion that there was a catch.

Score 8/10.