Bank of America: BankAmericard Cash Rewards Credit Card

BankAmericard Cash Rewards Credit Card (1-2-3)

Business Case and Campaign Objectives

Like all financial institutions in the current environment, it is important for Bank of America to deepen relationships with its customers. We believe we can accomplish this by understanding our customers' financial needs and mindset and addressing those needs by either improving our existing products or innovating new ones. This is an ongoing process that is heavily supported by marketing research. At the end of 2010 we started our research journey to determine our messaging strategy for the second half of 2011. We quickly learned how the economy was influencing the consumer mindset, no matter what his or her economic situation. There was an urgency and desperation for consumers to change their behavior and save money. They looked for ways to save in every purchase they made, particularly the everyday necessities.