MBNA is the affinity leader in credit cards for the College & University sector. MBNA wanted to create a campaign that focused on the Alumni market to raise brand awareness and increase cardholders among graduates
The campaign creative allows the individual colleges and universities to market directly to their alumni through their websites with supported banners promoting the benefits of the alumni card
A competition was also created where the winning alumnus would win a prize for them self and also one for their alma mater.
A micro-site was created to provide an exciting and compelling destination, driven from banner ads and print materials. The micro-site presented the benefits of being an alumni cardholder and a call to action to apply now.
