Data smarts that redefined how St.George sell credit cards

How a new approach to targeting drove consideration in a declining market.

Female sitting on kitchen bench drinking a glass of juice with the St.George Little Dragon

Challenge

In a credit card market saturated with offers, St.George needed a fresh way to create cut-through and drive consideration.

Uncovering the
audience mindset

Digging into a wide range of audience data, we found that credit card users fall into one of two distinct mindsets:

  • Maximisers – Pleasure seekers looking to maximise the impact of their spend with reward points
  • Minimisers – Sensible types, driven by the need to feel in control
Maximiser Little Dragon dressed in luxury items standing beside Minimiser Little Dragon dressed smartly in a cardigan and glasses

Matching card with customer

With a clear view of our two customer types, we were able to go about targeting them with two perfectly matched St.George products: Amplify Rewards credit card for our Maximisers, and low-rate Vertigo credit card for Minimisers.
Data graph showing the average monthly spend for St George Amplify and Vertigo credit cards
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Delivering a customised experience

Based on which version a customer first clicked in digital display, the media plan served up a sequence designed to play wholly into the mindset identified, through an interconnected eco-system of social, digital display and retargeted ads.
St.George Vertigo card targeted Facebook social post
St.George Amplify card targeted Facebook social post

Driving uptake from min to max

By better matching customers with the card that suited their mindset, we were able to increase product consideration in a declining market, as well as drive brand favorability, preference and consideration.

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