Customer Acquisition direct mail (envelope)
An ambitious $15MM launch campaign for a new regional credit card product was developed as a joint venture between Household Credit Services and Ameritech Corp. To stimulate interest and generate product awareness in a crowded market, as well as to support the customer acquisition direct mail packages (see above), a :30 TV teaser was followed by a dramatic and humorous :60 spot (see below). In five months, 675,000+ new card accounts were opened. The campaign was also awarded a gold statue in the L.A. "Lulu" awards. As FCB-Krupp/Taylor's VP/ACD and de facto Group CD on all the agency's Household business, I managed a team of 17 creatives on this campaign.
Complete Card launch TV (teaser and main spot)
