To entice the averagely affluent with a highly premium credit card; one that promised 'time' as its reward.
The premium branding of the Altitude Black Credit Card; an innovative customer acquisition program; and highly-premium touch points and communications.
In collaboration with multiple Westpac teams, we built Altitude Black: a credit card that brought premium to the masses. Its USP was centred around the affluents' most scare resource: time.
The card benefits were carefully engineered to support the time-saving benefit: a 'do anything' concierge service, priority tables & tickets and express lanes at airports, to name a few.
Everything was designed to oil acceptance, including advanced data pre-approval and enclosing the card within the acquisition mailing, so customers could simply accept, rather than apply.
