Harley-Davidson's New Chrome Visa

Big news! There's another credit card on the market!

Client challenges
Whoopee. More junk mail heading our way. That would be the reaction of most newspaper and magazine editors to a standard press release on a new affinity card - a credit tool designed with an emotional appeal to the cardholder.

So, when the Harley-Davidson Chrome Visa card was launched in 1997, Eaglemark Financial Services faced a news-hook challenge - how to let affinity-card prospects know that this new card is available.

Beyond the introduction of the Harley Chrome Visa, Eaglemark's truly compelling question was how to spur repeated use of the card, and grow the number of cardholders.

Fortunately, Harley-Davidson has built a legendary reputation for passionate loyalty among owners and aficionados of heavyweight motorcycles. So, Harley enthusiasts were outstanding affinity-card prospects.

But after the Harley fans signed up, then what?

Introducing the Harley Dream Sweepstakes - an unprecedented giveaway of 52 Harleys in 52 weeks.

Our solution
Prairie Oak helped Eaglemark memorably launch the card with an award-winning press kit - which, as soon as it was opened, featured a sound chip that played the unmistakable roar of a Harley going through the gears.

We also helped to promote the weekly winners in the sweepstakes to spur greater awareness of how easy it was to use the Harley Chrome Visa and enter the contest, which could lead to some truly exciting rewards.

Client results
As for Eaglemark, the results showed up in sustained momentum. By the end of 1998, Harley Chrome Visa accounts had climbed to 183,000 - a 58-percent increase over the previous year.