ABN Amro - Smart Traveller

Situation: Launch of a new credit card for the traveling community – Smart Traveller TM

Challenge: To integrate various components of marketing to make the credit card launch a success and to initiate buyer involvement in the product

Media elements: Press, Interactive, Direct Mail & Call center

True’s involvement: True acted as a strategic partner for product development and as an integrator of communicating media, so that customers were reached with single benefit message across multiple medium in a consistent approach.

Outcome: Annual acquisition targets achieved in just 8 months. ABN Amro became leading card issuers for 3 consecutive months in 2004. Currently the bank is placed as one of the leading credit cards distributors in UAE.

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