5,000 REASONS TO STAY CONNECTED

MBNA Canada asked BLUERUSH to create a new affinity campaign for colleges and universities across Canada. As there are many affinity partners, personalization plays a big part in the experience. Each partner requires their brand to be prominent, therefore, allocation is made in the planning stage to allow the personalization of various content assets for the campaign.

THE SOLUTION


An integrated communication plan and several creative concepts were pitched. MyAlumni celebrates the unique relationship between students and their chosen college or university while the content strategy aligned more closely to the next life stage – the start of a career.

FOSTERING CONNECTIONS

Since the target audience has likely started their career, the concept and content connect them to a recent past still fresh in their minds. The unique offers associated with the product and the campaign help drive the take up rate.

SOCIAL MEDIA, EMAIL AND MORE

Leveraging each school’s network of followers, a series of content assets for email, social media and print were distributed to each alumni association with instructions on personalizing and deploying the assets. This approach caused a wave of support for the campaigns that’s tracked by affinity partners.

A RESPONSIVE WEBSITE

A fully responsive, single page website was designed and developed, highlighting program benefits and a contest to win $5,000 for themselves and also their alumni association.

QUICK AND EASY APPLICATION

Along with card benefits and a contest, visitors to the website could demonstrate their pride for their alma mater by applying for a card directly.

GRADUATING WITH HONOURS

The campaign surpassed expected targets. Leads clicked through to their respective school credit card application. A number of social metrics such as shares, likes, CTRs and email open rates were tracked in addition to new account openings. This integrated campaign won an IAC award this year.

Call 1-844-455-2583 or email info@bluerush.com to see what we can do for you.