Bank of America
Cash Rewards Card
Instead of better rewards
“no hoops” rewards
Drive enrollment in a crowded space: Speaking the language of customers to make a product stand out
Most people have rewards cards and aren’t in the market for a new card—so Bank of America needed to find the right language to signal that its new rewards credit card was truly different.
Consumers have always liked the idea of a card that earns rewards—but there was little opportunity to differentiate on the rewards themselves. The pain point most folks feel with their cards isn’t in the accumulation of rewards; rather it’s in the hassle of redeeming them.
We took consumers’ key challenge—the hoops they jump through to get their just rewards—and turned it into a positioning that surprises and delights. By naming the new offering the No Hoops rewards card, we helped Bank of America stand out in a crowded space for the best reason—a customer-focused product and experience.