The credit card is positioning itself as a brand that can provide “balance and stability” to the financial lives of its customers and is returning to TV advertising for the first time in two years.
Egg, owned by Citi, believes that it can reassure customers worried about their spending that using a credit card, albeit sensibly, is now fine. As part of its strategy, it will provide offers on balance transfers and introduce a rewards programme.
The new campaign, created by Publicis Modem, will illustrate the strapline “the fight is over” by showing two characters fighting over whether a shopper should “go for it” or “think about it” when considering whether to make a credit card purchase.
Patrick Muir, chief marketing officer for Citi’s UK consumer group, says the relaunch follows an analysis of its target market that found customers are more “sensible” with their finances in the wake of the recession but still demand “value” from a credit card.
The new rewards programme offers customers cashback from over 1,500 retailers at its “cashback” store.
About 3 million customers use Egg’s credit card, savings and insurance products. Muir says that the “fight is over” positioning could be extended to its entire portfolio.