To develop an intuitive and explanatory communication concept that would generate awareness and educate CoopPlus members to understand the benefits of the CoopPlus MasterCard. This needed to be developed in the context of a sensible and sustainable approach to credit card usage.

Through consumer analysis Co+ developed a visual campaign, which included a set of films and a range of adverts to introduce the idea and increase the understanding of the CoopPlus MasterCard usage and benefits. The above-the-line elements was linked to a web site with the purpose of guiding new applicants through the application process.

The concept cleverly communicated how the CoopPlus MasterCard can be used to split payment over time and in portions fit ones situation. Furthermore, messaging was differentiated to target six key segments. The visual style helped communicate a complex message in a straightforward and intuitive way, leaving existing card holders with a better understanding of usage and benefits, as well as attracting new customers.