RE-LAUNCHING AN ICONIC BRAND
OVERCOMING PERCEIVED MERCHANT ACCEPTANCE BARRIERS
Diners Club was the original payment card, but a lack of investment in the Australian market had led to a decline in usage. and an assumption amongst many consumers that few merchants would accept their cards.
To challenge this perception, I led the relaunch of the Diners Club brand, showing how everyday scenarios could all be paid for using a Diners Club card at well known retailers.
THE CHALLENGE
Through customer research we found that brand awareness was low, and for those who had heard of the brand there was a perception that few merchants would accept the card.
THE SOLUTION
To re-launch the Diners Club brand, I spearheaded a campaign using digital display and out of home media in major shopping centres to raise awareness of Diners Club and show how everyday scenarios could be paid for using a Diners Club card.
