Egg launches online credit card campaign

by Ben Bold, Brand Republic 19-Jul-07, 14:10

LONDON - Egg Card is launching an interactive online campaign created by Claydon Heeley featuring bursting rockets and balloons to promote its 0% interest on balance transfers credit card.

The 0% element of the Egg credit card is represented by animated illustrations of balloons, rockets and dandelions in expandable banners and skyscrapers. Each execution invites users to interact with the ads using lines such as, "Roll over to pick me" and "Roll over to pop me". When the user moves their mouse icon over the ad, they are treated to a shower of 0%s.

Another ad in the campaign uses the caption, "Be happy with nothing" and lets consumers use their mouse cursor to create patterns.

For the first time the financial services firm is only using online media to measure the effectiveness of the medium.

Egg is also planning to launch a direct mail campaign, which uses an unbranded mail pack carrying the strapline, "Which card gives you 0% on balance transfers for 12 months?" When the letter inside is removed, the envelope's address window reveals the Egg card.

Rajat Varma, Egg's online marketing manager, said: "This latest campaign allows us to get our product message across in a unique and playful manner."

The campaign will appear on consumer websites such as Yahoo as well as shopping portals.

Rachael Ford, Claydon Heeley's account director, said: "In a commoditised market where offer is everything, the interactive nature of this campaign really brings the 0% interest message home."