CLIENT: GM Rewards Card
INDUSTRY: Automotive, Financial
CAPABILITIES: Digital, Website
GM was one of the first automotive companies to offer a rewards credit card over 25 years ago. That was big news then, but over the years the category has become increasingly crowded, and with cards basically offering free money it was difficult to compete. To stay ahead of the curve, GM needed to re-evaluate their strategy and reinvigorate their rewards card program.
So as GM Rewards Card Agency of Record, we helped GM introduce the BuyPower Rewards Card. It was fresh and exciting, with an even better value proposition that gave people more Earnings toward their next GM vehicle. The BuyPower Card was perfect for the new card consumer – a younger, more affluent audience who has more choices than ever. The problem was that every other competitor was going after them too.
Group Creative Director
"With so many opportunities on this brand, we were excited to put the pedal to the metal ... or in this case, the plastic."
Together with our clients, all of us at MRM//McCann Detroit set out to show the power of rewards. The team tapped into both the financial mindset and the aspirational goals of this particular target and created the perfect creative strategy to own the magic new car moment: the BuyPower Card can bring you closer to your “magic new car moment.” With that spark, we were off to the races, leading creative efforts across a multichannel lifecycle campaign that launched with TV, print, OLA, Social, POS and Direct Mail. It was so successful that it continues to be supported today through primarily Digital, Point of Sale and Direct Mail.
The BuyPower Rewards Card became a success. BuyPower Cardmembers were on average 18 years younger than Cardmembers of other GM credit cards, and became more active spenders as compared with other cards in the reward card program. There was also a major 49-percentage-point uptick in email program participants, which meant more people wanted to hear from the brand. But more importantly, together we found a way to create more magic moments for GM customers.