The need for physical credit cards has declined as more people turn to digital commerce and services. In a ‘set it and forget it world’ where automatic payments are invisible to purchasers, the major player in global credit card services needed to find new ways to secure its place as the primary card in people’s wallets.

As an extension of the existing brand experience strategy, a series of digital services partner POCs were developed.

The effort involved envisioning partner product integration opportunities such as special offers, exclusive content, and value-added features available only to cardholders who use their card for sign-up and automatic payments.

By building the business cases for effective sell-through, the brand was successful in securing reciprocal relationships with several leading digital services providers.