Bank of America: Better balance rewards credit card

This case study describes the launch of a new credit card product by Bank of America, which better serves people who struggle to manage their finances than traditional credit card products.

Bank of America: Better balance rewards credit card

Bank of AmericaResearch Partners - Ipsos; Millward Brown Agency Partners: WPP; Hill Holliday; Starcom Worldwide

Summary

In 2013, Bank of America re-launched its brand with the "Life's Better When We're Connected" campaign, designed to rebuild an emotional connection with our customers and help make their financial lives better through the power of every connection. One of the early-identified populations we believed we could help was a large group of credit card holders we refer to as "Revolvers," who carry a credit card balance from month-to-month. These customers sometimes struggle...

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