MBNA wanted to increase their brand awareness in the busy bank dominated credit market. To do this we looked at how we could create a distinct advantage for MBNA to stand out from the convention of simplicity everyone else was purveying. We set out to showcase that MBNA are boringly good at credit card stuff, they aren't like everyone else, they don't care about being cool they only care about your finances. They take care of the boring stuff so you can get on with enjoying the finer things in life. 

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The results were tremendous with MBNA having their highest number of new accounts opened in one day, four times as many. Increased brand awareness from 21st to 14th place, just one month after launch, unheard of in the credit market.