St.George needed customers to take their Vertigo out of the sock drawer once they’d made the most of the balance transfer offer – and start spending on it. So we developed a new way of looking at credit card debt and spending. We acknowledged it not as debt from life, but as credit from living to the full. We enabled customers to cast off their guilt and take charge of their finances. We developed an immediately engaging way to demonstrate this is with fun, quirky, real imagery and tonality reminding customers that Vertigo’s zero percent offers both give you the financial freedom and control to enjoy life. This rolled out in branch, on outdoor media, press, online and CRM comms.