The All-In-Wonder Card
Client: MBNA
Role: Art Director
Date: Summer 2015
Overview
Mirum was approached to create a simple landing page to promote the new MBNA rewards card but we weren't satisfied with simply creating a one-off registration page for the card, we wanted to create something a little richer. We came up with the concept the All-In-Wonder card as it replaced many rewards cards in your wallet and initially wrote our own song that lays out the benefits of the card itself. From that starting point the client was very excited but settled on creating a unique video. We approached a Toronto based illustrator, created a character, and storyboarded out the video. The video itself helped us create the overall look and feel for the page.
This campaign was remarkably successful for MBNA. It delivered a 400% lift in account generation from the original planned objective. Cost per acquisition was one-third of forecasted expense on average, dropping as low as one-eighth in one instance. A 12-month review indicated that momentum continued for 6-8 months before degradation began to be seen across the various digital tactics
Please note: This project was undertaken in an earlier stage of my career before I had transitioned to product design. As such there was less of a focus on the user experience side of the work as I was more entrenched in visual design and art direction at the time.
