Diners Club International: Modernizing a global heritage brand

Background: Diners Club International was launching its first global campaign in five years aimed to increase credit card acquisitions and appeal to younger audiences in their diverse affluent global markets such as Japan, South Africa, Peru and Italy.

Key Insight & Strategy: Since the global benefits of Diners Club are Travel/Dining/Entertainment, we knew we needed brief, modular copy and a global toolkit of assets that could be easily translated along with imagery that could transcend language. We wanted the cardmember to see themselves experiencing that very moment immediately and intuitively, without seeing models’ faces. We took a brighter, cleaner and more modern approach than prior years of conceptual work with long, poetic copy that was hard to translate and for new cardmembers to resonate with. The refresh didn’t stop at a global marketing campaign and toolkit update, though…I led a small team of us (3) that then pitched and won the re-design of the global dinersclub.com website.

Launch Results:

75% YOY increase in agency revenue
50% production savings from last global campaign
18.5% increase in card applications within first two months

116% increase in Facebook ad conversion rates among younger audience

50% increase in projected 2015 franchise media spend from 2014 launch countries and 8 new countries signed up for 2015