MasterCard - Diners Club Card Launch
For Diners Club, the annual NBTA (National Business Travelers Association) convention was their Super Bowl. They needed an idea that was simple, but has stopping power. Something that would grab busy convention goers by the eyelids. Something that would get the message across instantly... if not sooner.
Telling the world that the heretofore independent Diners Club was now part of the MasterCard network was big news. If there were ever a time we wanted to exclaim something, this was it.
As they say, the ideas is in the product. And the MasterCard logo served as the foundation for this idea. We had to get approval from the MasterCard brand people to "adorn" the logo. When they saw the idea, they approved it on it the spot.
The visual speaks to the audience with an eye-catching card/symbol combination. The Diners Club Card says "I'm here." And the MasterCard logo provided the punctuation. The one-two punch was unmistakable.
The copy spoke to the world-changing implications. And the body copy explained that this meant your exclusive, prestigious Diners Club Card was now accepted around the world. That is big news.
It was featured in newspapers nationwide, on buses, on convention floor monitors, hotel signage, coffee cups, banners, posters, online, emails, and much more. After all, this was the Super Bowl.
It spread throughout the convention center like wild fire. The Diners Club booth was inundated with attention the entire week. And the corporate team came back with enough leads to last them the next two fiscal years.
Created for Douglas-Danielle
