Bank of America: BankAmericard Cash Rewards Credit Card

Bank of America promoted the launch of a rewards-based credit card with this campaign, which aimed to attract new customers by addressing both a shared need to save money in a gloomy economic climate and the general frustration with the complex rules cashback cards tend to have.

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...

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