Slovakia-based bank, Slovenská sporiteľňa, is the latest issuer to enable cardholders to design their own cards using Serverside Group customisation technology.
The new service, which went live on 1 December, is being marketed as My Own Card. Cardholders can either customise their cards with a personal image or photo, or choose one from a range of galleries, including 'Scenery', 'Sport', 'Wildlife' and 'Animations'.
My Own Card will initially be available across Slovenská sporiteľňa's debit card range, specifically its Visa Electron, Visa Classic, Maestro and MasterCard Mass cards. Starting in Q2 2008, the bank intends to roll the service out across its credit card portfolio, too. From December 1 2007 until 31 January 2008, the card design service will be free of charge. Thereafter, customers will be charged SKK199 (€6) per card issued.
In terms of promoting the card, alongside a standard new product marketing campaign comprising above- and below-the-line activity, Slovenská sporiteľňa is using a selection of Serverside's online marketing tools, including:
- Competition API. Allows issuers to easily build and run their own online card design competitions, which have been shown to greatly improve campaign results through cardholder engagement and to trigger invaluable viral effects
- TalkAboutMe. An interactive mini version of the full AllAboutMe card designer that issuers can showcase on their home pages and even distribute to cardholders directly for use in online forums and on blogs
- ShareMyDesign. A powerful viral marketing tool allowing people to forward their online card designs to family, friends and colleagues
Martin Dubecký, Product Manager, Card Products Department, Slovenská sporiteľňa, commented: "We believe this new service will go down really well with our existing cardholders and are confident it will attract new customers, too. The marketing tools that Serverside has provided us with will be a strong support and strengthen the relationship our cardholders have with their cards. We are glad to have chosen Serverside as our vendor as they were highly professional and very flexible. Together, we developed a customised solution in less than five weeks, from the date the contract was signed to the Go-live date. Considering a personalisation bureau also had to get involved, this is quite an achievement."
James Pendley, CEO, Serverside Group, added: "Slovenská sporiteľňa is taking a proactive approach to marketing its new card customisation service and we are confident it will reap the benefits. We're particularly excited that it has chosen to use our Competition API, as the average response from issuers running card design competitions as part of their campaigns is significantly higher. Providing the service free of charge in the first two months is also a good move, as this is a great way to drum up interest."